There is no useful fixed price for “an AI video”. A ten-second product loop and a campaign built around a cast of recurring characters may use similar tools, but they are different productions.
An accurate quote starts with the finished deliverables and the standard they need to meet. The software is only one part of the cost. Concept development, references, shot control, selection, editing, compositing, colour, sound, review, and delivery still take time.
Lucid Lab does not publish a made-up price range. Share the brief, intended channels, deadline, and available budget range, and the studio can scope the work that is actually required.
Making the ad and running the campaign are separate costs
If you are asking how much an advertising campaign costs in New Zealand, distinguish the production quote from the cost of placing the ad. An AI production quote should not be assumed to include media buying or ongoing campaign management.
- Production: the concept, shots, editing, compositing, sound, review rounds and finished versions being made.
- Usage and licences: the agreed use of music, voice, supplied imagery and other licensed material; confirm what the quote covers.
- Media placement: the separate budget for paid distribution on the channels you choose.
- Campaign management: who sets up, manages and reports on the campaign, and whether that work is included or separately commissioned.
You can also use a finished video on your own website or channels without buying ad placement. That does not remove the production or licensing requirements. Tell the producer whether the work is for paid advertising, your own channels, an event or a combination, so the scope fits its intended use.
Compare quotes for the same finished work
A lower total may cover fewer shots, fewer formats or less finishing. Before comparing two proposals, check these together:
- The creative development and supplied assets each assumes.
- The exact product details that need to stay accurate.
- The number of edits, runtimes, aspect ratios and caption versions.
- The review rounds, approval points and handling of changes after approval.
- The sound, licences and delivery files included.
- Any explicitly excluded work, including media placement or campaign management.
Keep the same deliverable list across the proposals. If the budget needs to come down, ask which parts of the scope can change and what that means for the finished ad. For a useful starting point, build an editable production brief.
The main cost drivers
Concept and visual development
A supplied script and approved visual direction reduce uncertainty. A project that begins with an open brief needs more concept development, reference building, and testing before production can settle on a route.
Runtime and shot count
Runtime is not the whole story. Ten complex product shots can require more work than a longer sequence of atmospheric landscapes. A treatment or storyboard gives a better basis for a quote than minutes alone.
Product and character consistency
Precise packaging, recurring people, exact uniforms, or a specific environment increase the amount of reference preparation and finishing. The Griffin’s case study shows a controlled workflow combining generative imagery, 3D layouts, product photography, and compositing.
Review and approvals
Agree who approves the concept, brand details, factual claims, and final shots. Multiple approval groups or late changes can expand the work quickly, particularly after a sequence has been edited and sound-designed.
Formats and versions
A main 16:9 film, vertical cut, square version, clean version, captions, and several shorter hooks are separate deliverables. Planning them together is efficient, but they still need framing, editorial, and quality checks.
Sound and finishing
Music selection or licensing, voiceover, sound design, colour, cleanup, graphics, and final mastering turn generated material into a finished ad. They should be visible in the scope rather than treated as an afterthought.
Usage and rights review
The intended channels, territories, campaign length, supplied assets, people depicted, music, voice, and product claims all affect what needs to be cleared and documented. Lucid Lab can identify production questions, but the client should get legal advice where rights or regulation require it.
What the Griffin’s workflow means for a quote
The published Griffin’s ad combines AI-generated visuals with directed production, 3D layouts, product photography and compositing. That makes it a useful reference for discussing control, rather than a promise that any product ad can be generated in one step.
| Production decision | Question to settle before quoting |
|---|---|
| Layout and camera control | Which shots need a planned composition or 3D reference? |
| Product photography | Are approved pack images available, and which product angles must appear? |
| Compositing | Which labels, logos or pack details must be preserved exactly? |
| Consistency | Which people, products and environments recur across shots? |
| Final versions | Which edits and aspect ratios need their own framing and checks? |
These are scope questions, not a disclosure of Griffin’s budget or commissioning terms. For the practical product checks, use the packaging consistency guide.
Three example scopes — without invented prices
A short product idea
One concept, a small number of controlled shots, one primary format, supplied product references, and a defined review round.
A brand film
A developed treatment, a longer shot list, recurring visual language, edit, colour, sound, and a main delivery with selected cutdowns.
A campaign family
Multiple related ideas or hooks, several aspect ratios, product or character consistency across versions, and a structured approval process.
Each scope can be quoted only when the deliverables and risk are clear.
What to send for an accurate quote
- The audience and the action the ad should prompt
- Where it will run and for how long
- Desired runtime, aspect ratios, and number of versions
- Script, key messages, and mandatory brand details
- Product files, packaging references, and approved imagery
- Examples of the visual direction—and what to avoid
- Deadline, approval team, and budget range
- Any known rights, disclosure, or factual-review requirements
The next useful step is to send the brief. See the work and commissioning process on Lucid Lab’s AI video production page. If the production method is still open, compare AI video with live action and animation first.