Visual Division of Labor Decision Logic at Project Initiation
When launching a TVC commercial project, brands often face confusion over technical route selection. Live-action provides authentic texture and emotional connection, CGI builds precise and controllable virtual environments, while AIGC excels at rapidly generating concepts or specific textures. The core basis for decision-making lies in the feasibility of creative execution and cost-effectiveness. If the core selling point relies on the authentic presentation of physical product details, live-action should serve as the backbone. If scenes involve extreme environments or surreal elements, CGI is a necessary supplement. Currently, AIGC is better suited for creating early-stage mood boards or background assets, avoiding its direct use as the primary visual in final deliverables.
The production team must mark the technical attributes of each shot during the script stage. Shots requiring actor micro-expression interactions must retain a live-action plan. For large-scale scenes that cannot be built on location, the CGI modeling timeline should be evaluated. If using AIGC to generate dynamic visuals, confirm in advance whether its resolution and frame rate meet broadcast standards. Neglecting this division of labor definition leads to extensive rework in post-production, or even forced modifications to the creative core due to technical limitations.
At the operational level, producers need to create a shot allocation matrix, breaking down the script into individual shots and tagging each as live-action, CGI, or AIGC. Criteria include the complexity of physical interactions in the frame, whether the environment can be replicated, and the stability of visual elements. Shots involving emotional outbursts from characters or microscopic product textures are directly assigned to live-action. Shots needing to reveal internal product structures are assigned to the CGI team. Atmospheric backgrounds or non-focal visual elements can be attempted with AIGC generation.
Key Pre-requisite Materials Brands Need to Prepare
Clear inputs determine efficient outputs. During the briefing stage, brands must provide a clear list of core selling points and audience personas. Reference images should not only show style but also label which parts are intended to remain live-action and which are expected to be achieved through effects. If product shooting is involved, high-precision 3D model files or detailed product structure drawings must be provided to allow the CGI team to reconstruct assets.
Defining the scope of copyright is crucial. If planning to use AIGC tools to generate assets, brands must confirm the commercial licensing terms of the tools used to avoid subsequent legal disputes. Shooting conditions, including location permits, actor schedules, and the availability of special props, are realistic constraints that directly affect the ratio of live-action to effects. Without these basic materials, the production team cannot provide an accurate execution plan, potentially leading to significant budget estimation deviations.
Operationally, brands need to organize brand visual guideline manuals, product 3D engineering files, and historical video reference libraries. The criterion lies in the quantifiability of the materials. Product drawings must include dimensions, proportions, and material craftsmanship descriptions; reference videos must clearly mark reference points, such as lighting structures or camera movement trajectories. AIGC authorization documents must provide tool versions and screenshots of commercial licenses to ensure the compliance of generated content.
Coordination Between Scene Planning and Personnel Arrangement
During pre-production, scene planning and personnel arrangement directly determine the execution efficiency of technical division. Live-action scenes require consideration of physical space limitations, CGI scenes require planning for virtual asset construction volume, and AIGC-generated content requires configuring corresponding computing power and operators. The production team must coordinate location scouting and virtual asset development progress based on the preliminary shot allocation matrix.
Operationally, the production manager must organize joint location scouts with the director, director of photography, and VFX supervisor. For live-action scenes, floor plans with overhead views must be drawn, marking camera positions and light source directions. For CGI scenes, preliminary visual preview sketches must be output. Regarding personnel, the live-action crew needs traditional camera and lighting teams, the CGI crew needs modelers and animators, and the AIGC crew needs dedicated prompt engineers and image retouchers.
The criterion lies in whether communication nodes between groups are clear. The live-action crew must confirm before shooting whether tracking points required by the VFX team are obstructed. The CGI team must provide basic lighting reference maps of virtual scenes before shooting for the lighting crew's reference. AIGC operators must confirm before compositing whether the resolution of generated assets meets base map requirements. If the three parties cannot reach consensus during location scouting, the feasibility of the scene must be re-evaluated.
VFX Reserve Actions During Live-Action Execution
Live-action is not an isolated step; it must leave interfaces for later CGI and AIGC work. The director of photography and VFX supervisor must jointly determine the placement of tracking points and lighting reference spheres. During green screen shooting, lighting matching is key; practical lighting effects should simulate the direction and color temperature of light sources in the later virtual environment as much as possible, otherwise, the composited image will show obvious separation.
On-set audio recording also affects post-production efficiency. Although ambient sound can be replaced later, the emotional rhythm of actor dialogue must strictly synchronize with the visuals. If planning to use AIGC for lip-sync correction or facial enhancement, initial shooting must ensure even facial lighting to avoid excessive shadows interfering with algorithm recognition. Any metadata not recorded on set, such as lens focal length, aperture value, and camera position, should be detailed in the script supervisor's notes to facilitate later camera match-moving.
Operationally, on-set VFX personnel must take reference photos of Chrome Balls and Grey Balls after each lighting setup and record on-set color temperature and illuminance values. For moving shots, high-contrast tracking markers must be placed in the scene. The criterion is whether post-production tracking software can automatically identify these markers and complete the solve. If on-set lighting changes drastically, the frequency of shooting reference balls must increase. For AIGC facial enhancement assets, ensure actors' faces are evenly lit and free from high-frequency flickering light interference.
Collaboration Workflow Between CGI and AIGC in Post-Production
Entering the post-production phase, editors first lock shot duration and rhythm based on the rough cut. At this point, the CGI team begins asset modeling and animation pre-visualization. AIGC tools can intervene to generate complex background textures or particle effects, accelerating the iteration process. However, note that AIGC-generated assets often have flickering or inconsistency issues, requiring manual frame-by-frame repair or use as underlying texture maps.
Compositing is the process of merging live-action footage, CGI models, and AIGC-generated layers. Colorists must unify the color space and contrast of all elements to ensure visual consistency. Sound design must closely coordinate with visual dynamics to enhance the realism of the blend between virtual and real. The risk at this stage lies in version chaos when various disciplines work in parallel, so strict file naming conventions and version control systems must be established to ensure every feedback accurately corresponds to specific frames and layers.
Operationally, post-production producers must establish a cloud-based collaboration board, updating the progress status of each shot daily. The CGI team must output low-resolution previews for compositing reference, and the AIGC team must upload assets after de-flickering processing. Compositors must perform initial merges under a unified color space. The criterion is whether the lighting direction and depth of field of each layer match. If AIGC-generated backgrounds show structural distortion, they must be immediately returned for regeneration or manually repaired by the CGI team.
Multi-Dimensional Checklist for Final Delivery Acceptance
Acceptance is not just watching the final film but auditing deliverables from each stage. Visually, check for aliasing or spill on CGI edges, logically incorrect textures in AIGC-generated areas, and the lighting match between live-action and effects. Audibly, confirm dialogue clarity, background music copyright, and the accuracy of spatial positioning for sound effects.
Technically, verify that resolution, frame rate, and bitrate meet distribution platform requirements. Different platforms have specific restrictions on video encoding formats; brands should consult the latest official guidelines before release. Additionally, spelling in subtitles, timeline synchronization, and accuracy of multi-language versions must be checked one by one. The completeness of source file archiving is also part of acceptance, including project files, layered assets, and font license proofs, for future modifications or secondary creation.
Operationally, acceptance personnel must play the final film in a standard monitoring environment, checking effect edges frame by frame. For AIGC-generated content, focus on error-prone areas like character hands and geometric edges. The criterion is whether the image has visual dissonance or logical breaks. Technical acceptance must use professional software to analyze video file parameters, ensuring metadata integrity. Source file archiving must include all CGI asset projects and AIGC generation records to ensure future traceability and modification.
Risk Control and Identification of Unsuitable Boundaries
Not all projects are suitable for mixing these three technologies. For brand image films emphasizing authenticity and trust, over-reliance on CGI or AIGC may weaken audience resonance. If the budget is limited and the schedule tight, prioritize the completion quality of live-action and simplify effect requirements. AIGC currently still has limitations in handling complex physical interactions and long-take continuity, making it unsuitable for core narrative tasks.
When creativity involves highly abstract conceptual expression, AIGC can provide unique visual language, but one must accept random results brought by its uncontrollability. If the project requires extremely high brand consistency and character stability, traditional hand-drawing or refined CGI remains a more reliable choice. Understanding these boundaries helps brands set reasonable expectations at project initiation, avoiding resource waste due to technology misuse.
Operationally, the production team must establish a risk matrix in pre-production, listing potential technical failures and formulating backup plans. The criterion lies in the fault tolerance of the shot. For randomly generated textures by AIGC, if they do not fit the brand's rigorous tone, switch immediately to manual CGI production. For product display shots requiring multi-frame consistency, prohibit using AIGC to directly generate the subject. If the project faces serious delays, decisively cut unnecessary effect shots to ensure the integrity of the core narrative.
Next Step Action Recommendations
It is recommended to organize a joint workshop with creative, production, and technical leads before project launch to deduce technical feasibility for core shots. Clarify responsible persons and delivery standards for each stage, establishing transparent communication mechanisms. ONCE's publicly available services cover corporate promotional videos, brand promotional videos, TVC commercials, product videos, overseas marketing videos, social media short videos, and AIGC video production, providing corresponding professional support based on your specific needs. Please confirm through actual communication to ensure smooth project progression.
Operationally, the team must establish a daily stand-up meeting system to quickly synchronize the progress of live-action footage and CGI assets. The criterion is whether each stage delivers according to scheduled milestones. If technical bottlenecks are discovered, convene a three-party meeting within 24 hours to readjust the technical allocation plan for shots, ensuring the overall project progression is not hindered.
If you are preparing a TVC commercial project, you can first organize the Brief, reference images, product or company materials, delivery platforms, and copyright scope, then viewthe TVC Commercial Service Page, turning communication from abstract preferences into executable production boundaries.
