Continuity is the job
In live action, a script supervisor watches continuity: which hand holds the glass, how full it is, which way the light falls. AI video adds failures of its own. A face shifts slightly between shots, a jacket gains a pocket, the number of chairs at a table changes, the building behind the actor rearranges its windows. Each one is small, and together they make a scene feel dreamlike in a way viewers sense without being able to name. Keep a continuity sheet for each scene and check every new shot against it before it goes into the edit.
Shared references for everything that repeats
Anything that appears in more than one shot needs a reference: each character, each costume, the hero product, recurring props. Locations need one too. Generate or choose an establishing still of the location first, approve it, and make the closer shots inside it, so the walls, furniture and view through the window stay put. Note the time of day and the direction of the key light per scene. Shots generated from a shared set of approved references drift far less than shots generated from a description that is retyped each time.
Coverage and the edit
Generate coverage, not just the shots the script mentions: a wide, a medium and a close-up of the key action, plus inserts of hands, product and details, and more than one take of each. Editors need choices. Cut on action, match eyelines, keep screen direction consistent, and let sound carry the scene across cuts: a continuous room tone or music bed hides small visual differences that would jump out in silence. Plan transitions between scenes as deliberately as the shots, since an abrupt jump in light or palette reads as an error.
Short generations, planned pacing
Most video generations are short, measured in seconds rather than minutes, and extending a clip much further tends to soften detail and loosen identity. Treat that as a design constraint. Commercial edits often cut every few seconds anyway, so a sequence of short, well-planned shots usually beats one long generated take. Hold longer shots for moments that earn them, such as a product reveal or an emotional beat. Synthetic White keeps characters, products and locations as saved Elements, so each new shot in a scene starts from the same approved material.
Updated 26 October 2026