Every week there's a new model that's sharper, faster and more realistic than the last. And every week my feed fills with clips that look incredible and mean nothing.
That's the trap. When anyone can generate a beautiful shot, a beautiful shot is worth nothing. What's still rare is a reason to keep watching.
The prompt is not the idea
A prompt describes an image. A story describes a change: someone wants something, something stands in the way, and by the end something is different. You can't prompt your way into that. You have to decide it.
When I made WORD VS WORLD for the Higgsfield Global Film Festival, the first thing I wrote wasn't a prompt. It was one line: what if a single word could end the world? Every shot after that had a job to do.
My rule: write it before you render it
Before I open any generator, I write:
- One sentence that says what the film is about
- The beats, as short lines, in order
- The last image, because if I know where it ends, every shot can point there
Only then do I write prompts, and each prompt is just a beat described visually.
Tools change every month. Story hasn't changed in three thousand years.
What this means for brands
If you're hiring someone to make AI content, don't ask which model they use. Ask them to show you the script. That's the work. The rendering is the easy part now.