Notes from a mad office.
Short, useful answers to the questions brands ask before they hire a studio: what things cost, which rules apply, what files we need, and when AI, 3D or film is the right tool. One post a month, written by the people who do the work.
How much does an AI commercial cost in 2026?
Projects at a mad office start at €3.500, excluding VAT. The market runs from a few hundred euros for a template video to €30.000 and more for broadcast work. What sets the price, and why AI is efficient rather than cheap.
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3 postsHow much does an AI commercial cost in 2026?
Projects at a mad office start at €3.500, excluding VAT. The market runs from a few hundred euros for a template video to €30.000 and more for broadcast work. What sets the price, and why AI is efficient rather than cheap.
How we brief a generative AI shoot like a real set
Generative tools are available to everyone, which is exactly why generic AI content is everywhere. Here is how we direct an AI production the way we direct a set: concept first, a lighting and lens language, a consistent cast, the product anchored in 3D, and the same edit and grade as film.
3D render or product photography? When to choose which
Photography wins on texture and authenticity. 3D wins once angles, colours and variants multiply, because the model is built once. AI sits on top of both. One table and a simple decision rule.
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