Case study
ITC's monthly offers,
finished inside the deadline
Monthly offer campaigns in 8 regional languages. The boards, the prompts, and the CGI, on one canvas.
Chromatic's canvas is the workplace for the whole job: ideate, create, and share in one place. The graphic team leaves a composition. Directors share thoughts on the motion-sequence storyboard. The motion and the assets are worked out in that one workspace.
- Brand
- ITC
- Work
- Monthly offer campaigns
- Languages
- 8 regional
- CGI
- 2 days, from weeks
ChromaticITC Salt, storyboard
Visuals
AI CGI, week to 2 days
The motion is the hard part of these films. Salt in the air, a camera that does not cut, time that slows in the middle of the take. A CGI team used to spend weeks holding that together.
Chromatic gives fine-grain control over that motion. The shot, the timing, and the model sit on the platform, so the team can work the grain of the move instead of waiting on a pipeline. These two shots came back in two days.
Prompt
An agent for TVC-ready quality
The assistant is the agent that takes a spot to TVC-ready quality. It analyzes the product, then writes the prompt. A thought of three lines went in. What came back was detailed enough that the generations got better, and fewer credits were wasted.
This is the prompt for the salt film.
Single unbroken continuous take, photorealistic, real Indian home kitchen, subtle 35mm film grain, neutral daylight lighting, sunny and cheerful but not overly warm or golden. Shot opens directly overhead (90-degree bird's-eye) on a stainless steel pot of simmering Indian curry/dal on a black induction cooktop — visible vegetables, curry leaves, and tomatoes in the gravy, digital display reading 12:00, green leaves and a wooden chopping board with coriander at the frame edges, warm wooden table beneath. A hand enters from the top of frame and begins sprinkling salt into the pot. As the salt starts falling, the camera arcs smoothly downward and around from the overhead angle into a 30-45 degree high three-quarter angle, revealing a softly out-of-focus ceramic spice jar and small bowls of coriander and peppercorns in the background.
Eight languages,
every month.
The type and the visual language stay on the platform, so the next offer can be made inside the deadline. That is how the team delivers them on time.