The Challenge
Runway's Big Ad Contest. One fictional product. One tagline. 30 to 60 seconds. No client. No budget restriction.
A heist takes place in an idyllic modernist mansion in the Tuscan hills. A legendary spy carrying a rosary made of paper clips is caught off guard. A final prayer asking for strength to hold everything together. An epic ending.
What else is needed?
The Strategic Frame
Rather than treating this as a standalone spec ad, the project was conceived as a narrative extension of an existing creative universe, introducing the main character of an independent film already in production and creating cross-platform IP with a single execution. See "One Week in Eternity".
Rather than treating this as a standalone spec ad, the project was conceived as a narrative extension of an existing creative universe, introducing the main character of an independent film already in production and creating cross-platform IP with a single execution. See "One Week in Eternity".
Early Concept & Style Frame
Design Direction
Every visual decision was intentional and curated. Character design drawing on specific cultural and genealogical references. Location aesthetic balancing the modernist architecture of the Neutra era against an idyllic setting in the Tuscan countryside. Organic modernist interiors except for the hero ornate Victorian desk as deliberate visual tension. Wardrobe, landscape, and lighting each serving the world.
Every visual decision was intentional and curated. Character design drawing on specific cultural and genealogical references. Location aesthetic balancing the modernist architecture of the Neutra era against an idyllic setting in the Tuscan countryside. Organic modernist interiors except for the hero ornate Victorian desk as deliberate visual tension. Wardrobe, landscape, and lighting each serving the world.
Production Full creative direction of a 60-second cinematic film. Shot structure, camera language, pacing, slow motion sequences, underwater photography. AI generation through node based workflows inside Runway's ecosystem used as a production pipeline. Post production including color correction, compositing, and editing completed in After Effects.
Character and Set Refinement
Production
Full creative direction of a 60-second cinematic film. Shot structure, camera language, pacing, slow motion sequences, underwater photography. AI generation through node based workflows inside Runway's ecosystem used as a production pipeline. Post production including color correction, compositing, and editing completed in After Effects.
Full creative direction of a 60-second cinematic film. Shot structure, camera language, pacing, slow motion sequences, underwater photography. AI generation through node based workflows inside Runway's ecosystem used as a production pipeline. Post production including color correction, compositing, and editing completed in After Effects.
Music
and Sound Original score composed and produced specifically for the film. Sound design built from scratch. No licensed assets.
and Sound Original score composed and produced specifically for the film. Sound design built from scratch. No licensed assets.
Production Stills & Keyframes
Workflow Architecture
The contest requirement to generate video inside Runway's ecosystem was a productive creative constraint. Runway now hosts a robust set of ideation, image, and video generation tools that together form a coherent production pipeline.
The contest requirement to generate video inside Runway's ecosystem was a productive creative constraint. Runway now hosts a robust set of ideation, image, and video generation tools that together form a coherent production pipeline.
External tools supported specific phases: Claude for prompt engineering across script development, camera language, and technical specifications. Google Gemini Flash image model (Nano Banana Pro) for character world building and reference sheet development. Google Veo 3 and Kling 3.0 Pro for cinematic video generation.
Character consistency was maintained through dedicated reference pipelines and character stylesheets built prior to production. Generation prompts were developed as reusable templates across shot types. A modular approach inside Runway Spaces allowed iteration at each stage without rebuilding from scratch, non destructive interconnected modules where updating a single reference image preserves downstream prompts. A background in CGI, VFX, and motion design informs this way of working. It mirrors the procedural node systems used in professional CGI pipelines. Change one variable, alter the end result without recreating the entire process.
Credits
Director & Workflow Architect: Felipe Posada
Production Entity: The Invisible Realm / LusciousLabs.ai
Script Development: Claude (Anthropic)
Image Generation: MidJourney, Google Nano Banana Pro
Video Generation: Google Veo 3, Kling 3.0 Pro
Workflows: Runway
Music: Suno
Post-Production: After Effects
Year: 2026
Production Entity: The Invisible Realm / LusciousLabs.ai
Script Development: Claude (Anthropic)
Image Generation: MidJourney, Google Nano Banana Pro
Video Generation: Google Veo 3, Kling 3.0 Pro
Workflows: Runway
Music: Suno
Post-Production: After Effects
Year: 2026