Generative AI video creation can seem simple on the surface, but there's a whole world of detail and complexity to it that can supercharge your results.
Unlike traditional tools with their familiar buttons and sliders, AI video generators work through conversation—specifically, through carefully crafted text instructions called prompts.
But here's the challenge: although the conversational aspect feels human-like, these AI systems don't think like human directors, cinematographers, or editors.
Simple prompts can create great results for a brief clip or as an example of AI in action, but for any serious or longer-term video projects, there are more factors at play. They must be explicitly guided to translate your creative vision into compelling video.
And that's what we aim to help you achieve with this article.
When planning a shoot with a camera operator, you might say, "Let's make sure we get a dramatic shot of the product."
Some elaboration might be needed around the specifics, but overall it gives a sense of what’s desired because humans can draw on shared cultural understanding and professional experience to interpret what "dramatic" means in this context.
Or, if your collaborator doesn't understand, they will ask, which currently AI does not do unless specifically prompted.
AI doesn't have this intuitive understanding. Instead, it learns by analyzing patterns in millions of videos and their descriptions. It’s not operating intuitively but instead algorithmically.
To get the desired results, you need to speak its language by breaking down each element of your vision into specific, concrete details that map to its training data.
Another way to look at it is simply as a form of maths. "Dramatic", in this instance, is the answer to the equation. Our role as the prompter is not to provide the answer but to provide the question that leads to it. X + Y + Z = Dramatic.
But how do we know the right question to ask? First, let's look at a simple example:
“Make it dramatic."
"Light the subject from a 45-degree angle with high contrast between shadows and highlights, using a slow upward camera tilt from a low angle."
The second version works better because it translates the abstract concept of "dramatic" into specific visual elements the AI can understand and reproduce. There is little or no subjectivity to it. Lighting (X) + contrast (Y) + Camera movement (Z) = Dramatic!
If prompts are conversational maths, then it makes order and structure essential. Let's break down the components:
This is your foundation. Just like an actual video shoot, you need to establish:
Let's say you're trying to create a simple shot of a modern office.
"Office scene"
"Modern open-plan office with floor-to-ceiling windows, early morning sunlight streaming in, desks and workstations visible but out of focus in the background"
The AI needs these details to create a coherent environment. Without them, it will make random choices that might not match your vision.
This is where you establish what's happening in your video. Be specific about:
"A person walks through the office."
"Professional woman in her 30s walks confidently through the office at a steady pace, smartphone in hand, other employees visible but blurred in the background as she passes."
AI systems need explicit instructions about movement to create natural-looking animation and maintain consistency throughout the clip.
These details ensure your video meets your specific look, tone, and quality requirements:
"Make it high quality."
"Generate in 4K resolution (3840x2160) at 24fps, with shallow depth of field. Camera slowly tracks from left to right at shoulder height, maintaining medium shot framing. Use warm color grading with slightly lifted blacks for a cinematic look."
Without these specifications, the AI will make default choices that might not match your needs or industry standards.
Let's walk through the process of improving a prompt, understanding what each change adds to the final result.
"Create a tech product reveal for a smartphone."
"Generate a premium smartphone reveal in a minimalist studio setting. The device is matte black with chrome edges, first silhouetted by edge lighting."
"Create a 6-second premium smartphone reveal. Start with dramatic edge lighting silhouetting a matte black device with polished chrome edges. The camera moves clockwise while ascending slightly (15 degrees). Match modern tech aesthetic with navy and electric blue accent colors. Generate in 4K at 24fps with smooth camera movement."
"Generate a cinematic product reveal for a premium smartphone. Begin with a silhouetted profile of a matte black device with polished chrome edges. Key light at 45 degrees creates dramatic edge definition. Camera moves clockwise at 20 degrees per second while ascending at 15 degrees. Background features subtle blue and purple gradient with floating particles. Style references: Apple and Samsung promotional material. Technical specs: 4K resolution, 24fps, cinematic motion blur, 2.39:1 aspect ratio."
Different AI video generators have distinct strengths and requirements and are evolving at an astonishing rate. That's why we've tried to keep this article focussed on universally helpful prompt advice.
But we do have some advice on adapting your prompts for maximum effectiveness for some of the major players in the space... at least as of the publishing date. If you're reading this in 6 months, it may well be a whole new prompting world out there!
Commercial and brand content
Creative and artistic applications
Character animation
Environmental and nature scenes
Adding too many elements makes it hard for the AI to prioritize what's important.
Break complex scenes into sequential prompts, focusing on one central aspect at a time.
"Create a scene with a person walking through a busy city while it's raining at night with neon lights reflecting in puddles and cars passing by with their headlights creating lens flares while the camera does a complex movement."
Abstract or subjective terms lead to unpredictable results.
Translate creative concepts into specific, measurable elements.
"Make it moody."
"Use low-key lighting with a 4:1 contrast ratio, deep shadows, and a cool color temperature of around 5600K. Add subtle volumetric fog in the background."
Character appearance varying between generations.
Create a character template with specific, reusable descriptions.
Crafting effective prompts for generative AI video creation isn't just about typing out a wish list—it's a deliberate and structured process that mirrors the precision of professional filmmaking.
By translating abstract ideas into concrete, detailed instructions, you're not just asking the AI to create a video; you're guiding it, frame by frame, to execute a specific vision or concept. Your ability to direct the AI will ultimately determine the quality and impact of the final output.
Generative AI is not a replacement for human creativity—nor should we ever aim for it to be—but hopefully, this guide helps you tap into its potential as a collaborator.