AI is particularly effective for advertising that relies on a strong visual concept, an extraordinary world, or fast production.

For example:
— Fashion & beauty;
— Food & beverage;
— FMCG;
— Digital & social media campaigns;
— Brand films and immersive videos;
— Content for OLV, digital platforms, and large-format screens;
— Visual concepts that would be difficult or expensive to achieve through traditional filming.

AI works especially well when a brand needs to show something that doesn’t exist in reality: an epic scene, a fantastical world, an extraordinary product transformation, or a visual narrative that cannot be captured with a conventional camera.

AI doesn’t have to replace filming entirely. We can combine AI with 3D and traditional production, choosing the right technology for each specific project.

The cost of an AI video depends less on its duration and more on the complexity of the project.

We consider the number of scenes and characters, the level of realism, the complexity of motion and animation, as well as product integration into the scene. Other factors include the number of generations and iterations, sound design and voice-over, editing, post-production, and the number of approval rounds.

AI can significantly reduce production costs — by at least 50% — but a high-quality video still requires scripting, directing, producing, AI artistry, editing, and post-production.

That’s why we calculate the cost individually for each project, from the initial concept to the final cut.

Example of a video production budget: here

Yes, it’s possible to create photorealistic videos that are difficult to distinguish from live-action footage.

Modern AI technologies can produce images and videos that closely resemble traditional filming. We can work with natural lighting, material textures, skin, camera movement, object physics, and complex scenes.

However, the result depends on more than just the AI model. Achieving photorealism requires careful direction, precise prompting, selective generation, multiple iterations, and professional post-production.

We can make AI virtually invisible — or turn its unique capabilities into an integral part of the creative concept.

The slogan of Icecubes Studio is "Created by people, powered by AI tools."

We use cutting-edge technologies at every stage of production, but technology alone cannot create an advertising product. Behind every video is an experienced team of specialists with professional backgrounds in directing, design, and music.

A single AI model can generate a beautiful frame, but a complete advertising video requires much more: an idea, a script, a visual concept, storytelling, a consistent style, product integration, editing, sound design, and quality control.

Depending on the project, the team may include a producer, creative producer, AI artists, art director, director, editor, sound designer, and other specialists. Each contributes their expertise, transforming individual AI-generated assets into a cohesive story and an effective advertising product.

AI accelerates production and unlocks new visual possibilities, but people decide what to create, how it should look, and, most importantly, why it matters to the brand.

Yes, AI can be used in commercial advertising — the key is to structure the production process correctly.

Legal risks arise not from the use of AI itself, but from what is generated, which materials are used to create it, and how the resulting content is used.

The use of AI tools is not prohibited under current legislation. To minimize risks, we include specific terms in our contracts and provide representations and warranties regarding the deliverables

AI can already create what once required complex shoots, enormous sets, and multimillion-dollar budgets: fantastical worlds, epic battles, extraordinary architecture, impossible physical effects, and virtually any visual environment.

However, some tasks still require significant human oversight. These include complex dialogue scenes with multiple characters, precise acting performances, extended conversations, intricate choreography, and scenes where consistency in movement, facial expressions, and character interactions is critical.

That’s why we don’t treat AI as a "generate video" button. We choose the right production approach for each project: fully AI-generated, AI combined with live-action filming, 3D, VFX, or a combination of these techniques.

AI excels at creating the impossible. Live-action remains essential when precision, genuine emotion, and complete control matter most.

We integrate legal review directly into the production process.

Our contracts include representations that the content used and the deliverables do not infringe third-party rights and comply with applicable laws. Upon request, we can also provide specific assurances regarding the terms of service of the AI tools used, including their suitability for commercial use and the ownership of rights to the resulting content.

We also clearly define how rights to the deliverables are transferred and what guarantees you receive. This helps eliminate legal grey areas and ensures transparency at every stage of the project.

AI content doesn’t mean the final result is impossible to control or modify. We approach every video as a full-scale production, aligning on the concept, visual style, and key scenes throughout the process.

After generation, we can refine individual elements, including the product’s appearance, characters, environments, composition, motion, lighting, color, and other details.

However, some changes may require regenerating a scene. AI cannot reproduce a frame with absolute precision every time — even with identical initial parameters, the result may vary slightly. That’s why we account for this from the outset and structure the production process to maintain visual consistency throughout the entire video.