MyThorneAI — one student's story, not a feature list.

The brief

MyThorneAI is an AI workforce-readiness platform. Like most platforms, it does several distinct things — work simulation, speech coaching, CV building, sector training for career and technical education.

That is the hard part. A product with four strong features invites the obvious video: walk through each one in turn, explain what it does, move on. Those videos are easy to make and easy to ignore.

The decision

The brand film follows a student instead.

Each feature appears at the moment she needs it. Work simulation shows up when she has to prove she can do the job. Speech coaching shows up before she has to speak. The CV builder shows up when she has something worth putting on a page. The viewer understands the product by watching it solve something, rather than by being told what it contains.

That is the whole argument of the piece: a feature explained is forgettable, a feature needed is not.

Ten videos, one cast

The brand film was the anchor. Around it sat a promo cut, feature explainers for work simulation, speech coaching, the CV builder and CTE sector focus, and a pilot programme video — most of them delivered twice, once landscape for web and YouTube and once portrait for Reels and TikTok.

The same characters run through all of it. That is what makes the set read as one campaign rather than a folder of clips, and it is the part that is genuinely difficult — holding a face, a wardrobe and a lighting world steady across a dozen separately generated videos. The process behind it is written up in keeping characters consistent in AI video.

Portrait cuts were framed for portrait rather than cropped down from the landscape master. A 9:16 crop of a 16:9 composition is a compromise the viewer can feel.

Why no shoot day mattered here

A conventional version of this campaign needs a cast, a location that reads as a campus and an office, a crew, and every one of those people available again months later when the platform ships a new feature and the set needs extending.

None of that applied. The saving is structural rather than a discount — the logistics were removed, not the craft. Scripting, storyboarding, direction, edit, voiceover and grade all took exactly as long as they always do. That trade-off is set out in full in what AI video production costs.

What was delivered

• Brand film — the anchor piece, the student's story. Watch on YouTube.
• Promo cut — a shorter, punchier version built for social and web.
• Work simulation — feature explainer, landscape and portrait.
• Speech coaching — feature explainer, landscape and portrait.
• CTE sector focus — career and technical education, landscape and portrait.
• CV builder — feature explainer, landscape.
• Pilot programme — web cut.

The full set is browsable in the work archive under Brand & explainer.

What this kind of project needs from you

A clear sense of who the video is for and what one thing it has to change in their head. Brand guidelines, if they exist. An honest account of which features actually matter, because the temptation is always to include all of them.

Everything after that — script, storyboard, generation, voiceover, edit, grade, aspect ratios — is on me.

More on how this works for early-stage companies: AI video for startups & SaaS.