The product is still in development, but the crowdfunding page needs to go live, investors want to see something, retailers want a pitch, and all you have is a 3D render or a sample. AI video production suits this well: without waiting for the product, you can have a video that explains what it is and what problem it solves. But a concept video has boundaries, and you should know them before you start.
What a concept video can do
- Show the use case: who uses it, where, and what problem it solves. This is the most valuable part.
- Show what the product looks like: based on your 3D renders, design drawings or sample photos, generate the product in context.
- Convey the brand's tone: let viewers feel what kind of brand this is.
Where the line is
- The visuals aren't the final product: the generated appearance will differ from the real thing, more so in fine detail. In crowdfunding and pitches, viewers need to know it's illustrative.
- Don't show unverified functions: if the video shows the product doing something it ultimately can't, that becomes a dispute. For functions still in testing, use "planned" or "target", or leave them out.
- Regulated products: claims for medical devices, food and financial products are restricted, and that applies to concept videos too.
How to label it
Put a line at the start or in a corner: "Visuals are conceptual; the final product may differ." Repeat it on the crowdfunding page or in the pitch deck. It doesn't weaken the video; it makes you look honest.
What to provide
- Design drawings, 3D renders or sample photos, from as many angles as possible.
- The problem the product solves, in one paragraph.
- Who the target user is and in what situation they use it.
- Confirmed specs and functions, and the still-uncertain parts, listed separately.
- The purpose: crowdfunding page, pitch deck, social teaser. Length and ratio differ.
If a physical sample exists, a few photos or a short clip composited into the AI scenes will be more accurate than pure generation.
After the product exists
The concept video's script and structure can be reused: replace the AI visuals with real product footage, or only the shots where the product appears. The launch video doesn't have to start from zero.
Frequently asked questions
We only have a hand-drawn sketch. Is that enough?
The scenario and concept parts work; the product itself will be fairly abstract. At least one clear design drawing is recommended.
Do crowdfunding platforms accept AI-made videos?
Rules vary; most accept them but may require labelling. Check the platform's rules before uploading.
Can we commission the concept video and the launch video together?
The concept video comes first; commission the update when the product is finished. The two are quoted separately.
