How a visual metaphor became a promotional film and a value-driven extended concept through GenAI hybrid animation.
Concept, Storyboarding, Branding, Animation, Sound design, Copywriting, Voice Casting, Generative AI, Editing, Production.

The Brief

Create a short and engaging 30-second film for social media to introduce Launch, a startup accelerator. Objectives: capture attention quickly, convey Launch’s mission and energy, and leave a memorable impression.

Solution: A visual metaphor

I explored several creative directions, and the marketing team gravitated toward the concept of a paper plane on an epic journey through a modern cityscape. Lightweight yet full of potential, the plane became a metaphor for a startup navigating challenges and seeking momentum. Its flight captures the emotional uncertainty of early-stage entrepreneurship. The journey ends at Launch, the accelerator that helps startups rise, thrive, and scale.

Process

From early ideation to final edit, the project involved a blend of storytelling, visual experimentation, and technical problem-solving using a hybrid creative workflow.

1. Concept & Storyboards

Presenting multiple ideas through storyboards helps open up creative dialogue and align the vision. I chose realistic rendering for the storyboard frames – rather than drawings – so that I could explore simultaneously storytelling and visual style.

2. Generative AI

I used Generative AI to still visual elements such as the window, a bus, and the cityscapes shots. I focused on perspective while keeping lighting consistent across scenes. After I refined each image in Photoshop, I could focus on animating them using AI-based tools.

3. Hybrid

Through early tests, I realized that animating both the paper plane and the city environment in one pass would be exponentially complicated.. Instead, I chose a hybrid workflow: animating the paper plane with hand-keyed motion on top of rendered GenAI backdrops. This allowed precise control over pacing and storytelling.

4. Voice Over

I wrote the voiceover script and used an AI voice for narration. When the marketing team requested a revision, the line was quickly updated and re-rendered using the same AI voice.

5. Editing

The animation was assembled in a video editing suite, where I shaped the pacing, created camera moves, and brought static images to life. Some shots were reversed or retimed, others layered or reframed.

6. Revisions

It took a few iterations to reach the final version. Just before release, I discovered a new AI tool that generated more realistic cityscapes. I replaced all the original city shots and manually re-adjusted the paper plane animation to match the updated visuals, while enhancing the overall dramatic quality and cohesion of the visual story.

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Extended Concept

I pitched the idea of extending the original animation into a 90-second film that would focus on human values rather than direct promotion. In this version, the Launch logo appears more like subtle product placement allowing the message to center on company culture in a more authentic, emotionally engaging way. This narrative-led approach positions the accelerator as visionary and values-driven.

The idea was well received, and I returned to the editing board. I created new visuals, added an AI-generated soundtrack, replaced the voiceover, designed title cards, and expanded the storyline. This pivot also opened the door to a potential mini-series, with future episodes exploring characters introduced in the film which would create meaning in building connection, inspiration, and thought leadership.

Result

The project resulted in two distinct yet complementary films: a 30-second promotional piece designed for brand visibility, and a 90-second value-centered version that highlights human connection and company culture. Both films have been well received and shared in private circles throughout the San Francisco Bay Area, positioning Launch not just as a startup accelerator, but as a brand with vision, purpose, and emotional intelligence.