# Myth Labs — full LLM index > Expanded version of llms.txt with definitions, FAQs and authoritative source URLs. Safe to ingest as a single document. Authors: James Finlay (Founder) writes; Izzy Hill (Producer) reviews. Canonical site: https://mythlabs.co.uk Glossary hub: https://mythlabs.co.uk/concepts ## Animatic URL: https://mythlabs.co.uk/concepts/what-is-animatic Learn about animatics and how they bridge the gap between storyboards and final production. Discover how brands use animatics to test advertising concepts with target audiences before committing to expensive shoots. ### FAQ **How long does it take to produce an animatic?** Traditional animatics typically take 2-4 weeks to produce, involving illustration, editing, and sound design. AI-powered animatics can be delivered in as little as 3-5 business days, with photorealistic quality that surpasses hand-drawn alternatives. **What is the difference between an animatic and a storyboard?** A storyboard is a static sequence of illustrated frames showing key moments in a commercial. An animatic takes those frames and adds timing, transitions, voiceover, music, and sound effects to create a video preview of how the final ad will look and feel. **Why do brands use animatics for ad testing?** Animatics allow brands to test creative concepts with target audiences before committing to expensive live-action production. According to WARC research, approximately 45% of all tested ads are in animatic form, making them the most common format for pre-production concept testing. ## Test Commercial URL: https://mythlabs.co.uk/concepts/what-is-test-commercial Understand test commercials and how they help brands validate creative concepts before committing to full-scale production budgets. Learn the cost differences, timelines, and research accuracy of modern test commercials. ### FAQ **What is the difference between a test commercial and a finished ad?** A test commercial is a pre-production version of an advertisement created specifically for research purposes. It may use illustrations, stock imagery, or AI-generated visuals instead of live-action footage, allowing brands to validate concepts before investing in full production. **How much does a test commercial cost compared to a full production?** Test commercials typically cost 5-15% of a full production budget. While a finished TV commercial can cost £200,000-£500,000 or more, an AI-powered test commercial can be produced for a fraction of that, enabling brands to test multiple concepts within the same budget. **Can test commercials accurately predict how a final ad will perform?** Yes. Research shows that well-produced test commercials—particularly photorealistic AI animatics—can predict final ad performance with over 80% accuracy for key metrics like purchase intent and brand recall, according to neuroscience-based pre-testing studies. ## Concept Testing URL: https://mythlabs.co.uk/concepts/what-is-ad-concept-testing Discover how ad concept testing helps brands evaluate and refine advertising ideas with target audiences before production. Learn the methods, metrics, and best practices used by global marketers. ### FAQ **When should brands conduct ad concept testing?** Brands should test concepts as early as possible in the creative development process—ideally before committing to full production. Testing at the animatic or storyboard stage allows teams to refine messaging and visuals while changes are still affordable. Research by Google found that campaigns optimised through creative pre-testing achieved 2-3x more brand lift than those launched without testing. **How many concepts should be tested at once?** Most research agencies recommend testing 2-4 concepts simultaneously for meaningful comparison. This allows statistical differentiation between approaches while keeping costs manageable. AI animatics make multi-concept testing more practical by reducing per-concept production costs significantly. **What metrics are used in concept testing?** Common concept testing metrics include brand recall, purchase intent, message comprehension, emotional response, and likability. Advanced testing may use neuroscience tools like eye-tracking and facial coding to measure subconscious reactions. The IPA's research shows that campaigns with high creative quality scores are 8x more effective at driving business outcomes. ## Boardomatic URL: https://mythlabs.co.uk/concepts/what-is-boardomatic Learn about boardomatics (board-o-matics) and how these animated storyboards are used in advertising pre-production, internal reviews, and early-stage concept testing before consumer research. ### FAQ **What is the difference between a boardomatic and an animatic?** A boardomatic (or board-o-matic) is a simpler form of animatic that uses static storyboard illustrations with basic transitions and a voiceover. A full animatic typically includes more polished visuals, camera movements, and production-quality audio. Boardomatics are often used for early-stage internal reviews, while animatics are better suited for consumer research. **Are boardomatics still used in modern advertising?** Yes, boardomatics remain useful for internal creative reviews and early-stage concept alignment. However, for consumer-facing research, many brands are shifting to AI animatics, which deliver photorealistic quality at comparable speed and cost, producing more reliable test results. ## Photomatic URL: https://mythlabs.co.uk/concepts/what-is-photomatic Understand photomatics and how these test commercials made from still photographs are used in market research. Learn how AI animatics have evolved beyond traditional photomatics for modern concept testing. ### FAQ **What is the difference between a photomatic and an animatic?** A photomatic uses still photographs—often from stock libraries or custom photo shoots—edited together with transitions, voiceover, and music to simulate a commercial. A traditional animatic uses illustrated frames instead. Photomatics generally feel more realistic than hand-drawn animatics but less dynamic than full video. AI animatics now combine the realism of photomatics with genuine motion. **When should a brand use a photomatic instead of an animatic?** Photomatics were traditionally preferred when visual realism was important for research validity—particularly for food, beauty, and lifestyle categories. However, AI animatics have largely superseded photomatics by offering both photorealistic quality and natural motion, making them the preferred choice for most modern concept testing. ## Previsualization URL: https://mythlabs.co.uk/concepts/what-is-previsualization Learn about previsualization (previs) and how animated 3D sequences help brands plan complex commercial productions, identify technical challenges, and reduce costly on-set surprises. ### FAQ **How is previsualization different from storyboarding?** Storyboarding produces static 2D illustrations of key frames. Previsualization (previs) creates animated 3D sequences that show camera movements, timing, lighting, and spatial relationships. Previs is particularly valuable for commercials involving complex visual effects, stunts, or precise choreography. **Is previsualization cost-effective for advertising?** Yes—previs can save significant money by identifying technical challenges before the shoot day. Changes during production are extremely expensive (crew, talent, and location costs run into thousands per hour), whereas changes during previs cost a fraction. For high-budget commercials, previs typically pays for itself many times over. ## Storyboard URL: https://mythlabs.co.uk/concepts/what-is-storyboard Discover how advertising storyboards translate scripts into visual plans that guide commercial production, align creative teams, and establish the visual language for every shot. ### FAQ **How many frames does a typical advertising storyboard have?** A standard 30-second TV commercial storyboard typically contains 8-15 key frames, each representing a significant moment or shot change. Longer or more complex ads may require 20-30 frames. The goal is to capture every important visual beat without unnecessary detail. **Can AI generate advertising storyboards?** Yes. AI storyboard generators can produce photorealistic frames from script descriptions in minutes rather than the days required for traditional illustration. The global storyboarding software market is projected to reach $1.2 billion by 2033, driven largely by AI-powered tools transforming how agencies visualise campaigns. **What makes a good advertising storyboard?** An effective storyboard clearly communicates the narrative flow, key product moments, emotional beats, and brand messaging. It should specify camera angles, character expressions, and on-screen text. Good storyboards save production time by aligning all stakeholders—client, agency, director, and crew—before the shoot. ## AI Storyboarding URL: https://mythlabs.co.uk/concepts/what-is-ai-storyboarding Explore how AI storyboard generators are transforming the way brands and agencies create visual narratives for advertising campaigns, accelerating the initial visualisation phase from days to minutes. ### FAQ **How does AI storyboarding work?** AI storyboarding uses generative AI models to create visual frames from text descriptions or scripts. A creative team inputs scene descriptions, character details, and mood references, and the AI generates photorealistic or stylised images for each frame. These are then arranged into a narrative sequence with annotations for camera direction and timing. **Is AI storyboarding replacing traditional storyboard artists?** AI storyboarding is augmenting rather than replacing traditional artists. It accelerates the initial visualisation phase—generating draft frames in minutes instead of hours—but experienced creative directors still guide the process, refine outputs, and ensure brand consistency. Many agencies use AI for speed in early rounds and bring in illustrators for final refinements. ## AI Animatics URL: https://mythlabs.co.uk/concepts/what-are-ai-animatics Learn how AI animatics use generative AI to deliver photorealistic test commercials faster and more affordably than traditional methods. Discover timelines, use cases, and quality benchmarks across industries. ### FAQ **How are AI animatics different from traditional animatics?** Traditional animatics use hand-drawn illustrations or stock photography edited into a video sequence. AI animatics use generative AI to create photorealistic imagery and motion, producing test commercials that closely resemble final production quality. This means research respondents react to what they will actually see, not what they are asked to imagine. **How long does it take to produce an AI animatic?** AI animatics can typically be produced in 5-10 business days from approved script and storyboard, compared to 3-6 weeks for traditional methods. The speed advantage allows brands to test more concepts in less time and iterate quickly based on research feedback. **What industries use AI animatics?** AI animatics are used across any sector that advertises on video—including FMCG, automotive, pharmaceuticals, financial services, retail, and entertainment. They are particularly valuable for global brands conducting multimarket research, where localised versions of each concept need to be tested across different regions. ## Creative Testing URL: https://mythlabs.co.uk/concepts/what-is-creative-testing Understand how creative testing helps brands measure advertising effectiveness and optimise campaign performance. Learn why creative quality is the single largest driver of campaign success. ### FAQ **What is the difference between creative testing and concept testing?** Concept testing evaluates the underlying idea or strategy behind an ad—does the message resonate? Creative testing evaluates the execution—does the visual treatment, tone, pacing, and storytelling work effectively? In practice, a strong concept can fail with poor creative execution, which is why testing both layers is important. **How much of campaign success depends on creative quality?** Research consistently shows that creative quality is the single largest driver of advertising effectiveness. Studies indicate that 47% of a campaign's success is attributable to the creative itself—more than media targeting, placement, or reach. The IPA reports that creatively awarded campaigns are 8x more effective at driving business outcomes. **What tools are used for creative testing?** Common creative testing tools include online survey platforms (Kantar, Ipsos, System1), neuroscience-based methods (eye-tracking, facial coding, EEG), and social media testing (dark posts). The choice of tool depends on the research objective, with many brands combining quantitative surveys with qualitative methods for richer insights. ## Campaign Prototype URL: https://mythlabs.co.uk/concepts/what-is-campaign-prototype Discover how campaign prototypes enable A/B testing, multi-variant comparison, and market validation before full production. Learn what a complete campaign prototype includes and how AI makes it affordable. ### FAQ **What is included in a campaign prototype?** A campaign prototype typically includes a test commercial (animatic or rough cut), key visual assets, sample copy for different media channels, and sometimes a media plan outline. The goal is to simulate the full campaign experience so research respondents can evaluate it in context rather than as an isolated piece of creative. **How do campaign prototypes support A/B testing?** Campaign prototypes allow brands to create multiple versions of the same ad concept—varying headlines, visual approaches, calls to action, or messaging—and test them against each other with matched audience samples. AI production tools make this economically viable by dramatically reducing the cost of producing each variant. ## Rough Cut URL: https://mythlabs.co.uk/concepts/what-is-rough-cut Learn about rough cuts in commercial production, how they differ from animatics, and when brands should test at the rough-cut stage versus the earlier animatic stage to maximise creative flexibility. ### FAQ **What is the difference between a rough cut and an animatic?** An animatic is a pre-production tool created before filming begins, using illustrations, stock photos, or AI-generated imagery. A rough cut is assembled from actual filmed footage and represents an early edit of the commercial after the shoot. Rough cuts have real performances and cinematography but may lack final colour grading, visual effects, and sound design. **Can brands test rough cuts with audiences?** Yes, rough cut testing is common—particularly for high-budget campaigns where the shoot has already taken place. However, testing at the rough cut stage means changes are limited to editing decisions. Testing at the animatic stage earlier in the process allows for more fundamental creative pivots at a fraction of the cost. ## Insight Stimulus URL: https://mythlabs.co.uk/concepts/what-is-insight-stimulus Understand how market research teams use insight stimulus materials including test videos and animatics in consumer testing workflows. Learn what makes an effective research stimulus brief. ### FAQ **What makes a good insight stimulus?** A good insight stimulus is realistic enough to elicit genuine consumer reactions while remaining editable based on research findings. It should be production-quality without being over-polished—respondents need to understand this is a concept being developed, not a finished ad. AI animatics strike this balance well, offering photorealistic quality in a clearly pre-production format. **How do insight teams brief stimulus production?** Insight teams typically provide a research brief covering the target audience, key messages to test, visual style preferences, and any specific hypotheses to explore. The best stimulus briefs include the final script, brand guidelines, reference imagery, and clear direction on what the research aims to learn from each concept. ## Multimarket Testing URL: https://mythlabs.co.uk/concepts/what-is-multimarket-testing Learn how global brands test advertising campaigns across multiple markets with localised animatics. Discover how AI localisation tools adapt visuals, voiceover, and cultural references for each region. ### FAQ **Why is multimarket testing important for global campaigns?** Creative concepts that perform well in one market may fail in another due to cultural differences, humour styles, regulatory requirements, and visual preferences. Multimarket testing identifies these differences before a global rollout, preventing costly failures. The AI video localisation market is growing at a CAGR of 22-25%, reflecting the increasing demand for culturally adapted content. **How are animatics localised for different markets?** Localisation involves adapting voiceover (language, accent, and tone), on-screen text, cultural references, casting appearance, music, and sometimes the narrative structure itself. AI tools can generate market-specific visuals and adapt character appearances, while professional translators handle script localisation to ensure cultural accuracy. ## Script-to-Screen URL: https://mythlabs.co.uk/concepts/what-is-script-to-screen Discover where animatics fit in the modern AI-powered ad production pipeline from initial script to final screen delivery. Learn how AI has compressed the creative testing timeline from weeks to days. ### FAQ **What are the stages of a script-to-screen workflow?** A typical script-to-screen workflow follows these stages: creative brief, scriptwriting, storyboarding, animatic production, concept testing, production planning, filming (or AI generation), post-production, and final delivery. AI tools can accelerate several of these stages, particularly storyboarding and animatic production. **How has AI changed the script-to-screen process?** AI has compressed the timeline from script to testable content from 4-8 weeks to as little as 1-2 weeks. Storyboards that once required days of illustration can be generated in hours. Animatics that needed manual compositing can be produced with AI-generated photorealistic frames and motion. This speed allows for more creative exploration and iterative testing within the same project timeline. ## Visual Treatment URL: https://mythlabs.co.uk/concepts/what-is-visual-treatment Learn how visual treatments communicate the intended look, feel, and creative direction of a commercial before production begins. Discover what directors and agencies include in effective treatments. ### FAQ **What is included in a visual treatment?** A visual treatment typically includes a written creative narrative, reference imagery (mood boards), colour palette, typography, casting direction, location references, camera style notes, editing pace, and music/sound direction. It paints a complete picture of the intended look and feel of the final commercial for client approval before production begins. **Who creates the visual treatment for an ad?** Visual treatments are usually created by the creative team at the advertising agency or by the director who will helm the production. For pitch scenarios, both the agency and competing directors may submit treatments. AI tools can now help generate reference imagery and mood boards for treatments in a fraction of the traditional time. ## Mood Film URL: https://mythlabs.co.uk/concepts/what-is-mood-film Understand how mood films, reference films, and rip-o-matics help agencies and directors communicate creative direction during advertising pitches and pre-production planning. ### FAQ **What is the difference between a mood film and a rip-o-matic?** A mood film conveys the overall emotional tone and aesthetic of a proposed commercial, typically using original or carefully curated footage. A rip-o-matic (or 'rip') is assembled from existing commercials, films, and stock footage to approximate the desired style and pacing. Both serve as creative references, but rip-o-matics carry licensing risks if shown externally. **When are mood films used in the advertising process?** Mood films are most commonly used during the creative pitch stage, when agencies present their vision to clients, or during pre-production, when directors communicate their intended approach to the production team. They help align stakeholders on the emotional and visual direction before committing to expensive production. ## Pitch Animatic URL: https://mythlabs.co.uk/concepts/what-is-pitch-animatic Learn how advertising agencies use pitch animatics to win new business, differentiate from competitors, and sell creative concepts more persuasively than static storyboards or slide decks. ### FAQ **Why do agencies use pitch animatics instead of written decks?** Pitch animatics demonstrate creative ideas in the medium they are designed for—video. A written deck or static storyboard requires clients to imagine how the ad will feel in motion, but a pitch animatic removes that guesswork. Agencies that present animatics during competitive pitches can demonstrate their vision more persuasively and differentiate themselves from competitors relying on slides alone. **How quickly can a pitch animatic be produced?** Traditional pitch animatics required 1-2 weeks of production time, which was often difficult to fit within tight pitch timelines. AI-powered pitch animatics can be produced in 3-5 business days, giving agencies more time for creative development and strategic thinking while still delivering a polished presentation. ## Face-Swap Localisation URL: https://mythlabs.co.uk/concepts/what-is-face-swap-localisation Learn how face-swap localisation uses AI to adapt advertising talent for different markets, replacing actors frame by frame while preserving performance, lighting, and direction. ### FAQ **Is face-swap localisation the same as a deepfake?** No. Face-swap localisation is a consented, contracted use of the technology, where the original talent's agreement permits AI modification, or where a fully licensed synthetic likeness is used. Deepfakes typically refer to non-consensual or deceptive use. The technique is the same; the consent and intent are not. **Does face-swap work on existing finished commercials?** Yes. Higher-quality masters produce better results, but standard broadcast deliverables are usable. The original ad needs reasonable face visibility, consistent lighting, and a clean enough plate that the new face can be tracked and integrated frame by frame. **How is face-swap localisation different from reshooting?** A reshoot replaces the entire production: new talent, new crew, new location, new edit. Face-swap keeps the original performance, direction, cinematography, and edit, and only replaces the visible faces. It is faster, cheaper, and produces a more consistent global campaign because every market shares the same creative DNA. ## AI Animatic Pipeline URL: https://mythlabs.co.uk/concepts/what-is-ai-animatic-pipeline Understand the AI animatic pipeline: the end-to-end workflow that turns a script and storyboard into a research-ready test commercial in days using generative image, video, and voice tools. ### FAQ **What stages make up an AI animatic pipeline?** A typical pipeline has six stages: brief and script, AI storyboard, shot generation (image-to-image and image-to-video), voice and music, edit and grade, and final QC. Each stage has a human creative lead who reviews and refines the AI output before it moves to the next stage. **How long does an AI animatic pipeline take end to end?** Most projects deliver a finished animatic in 5 to 10 working days from approved brief to final cut. Multi-route or multi-market projects take longer in proportion to the number of variants, but the per-variant time is shorter than producing each variant in isolation. **Can the same pipeline be used for broadcast as well as research?** Yes, but with different settings and timelines. Research animatics prioritise visual fidelity over polish; broadcast outputs add additional grading, sound design, and longer QC. The same core pipeline supports both endpoints. ## Multi-Market Versioning URL: https://mythlabs.co.uk/concepts/what-is-multi-market-versioning Learn what multi-market versioning is, how it differs from full localisation, and how brands use AI to produce consistent campaign variants across many markets from a single master asset. ### FAQ **How does multi-market versioning differ from localisation?** Localisation typically describes the full process of adapting a campaign for a single market — translation, casting, cultural review, and compliance. Multi-market versioning is the systematic application of that process across many markets in parallel, treating the master asset as the source and each market variant as a controlled deviation from it. **What is usually changed in a market variant?** Common changes include voiceover language, on-screen text and supers, talent (via face-swap or reshoot), packaging shots, signage, location cues, music, and any market-specific compliance copy. Different briefs change different combinations of these elements. **How many markets can be versioned at once?** AI-driven pipelines comfortably handle 3 to 12 markets in a single delivery cycle, with all variants delivered together inside a typical five-working-day window. Larger rollouts are possible with extra QC time per variant. ## AI Lip-Sync URL: https://mythlabs.co.uk/concepts/what-is-ai-lip-sync Learn how AI lip-sync re-animates an actor's mouth movements to match a translated voiceover or new line of dialogue, and how it is used in advertising localisation, dubbing, and post-production fixes. ### FAQ **How is AI lip-sync different from traditional ADR or dubbing?** Traditional dubbing replaces the audio but leaves the actor's original mouth movements visible, which is why dubbed content often feels off. AI lip-sync re-animates the mouth and lower face frame by frame so the visible phonemes match the new dialogue. The result reads as if the actor was originally speaking the new line. **When is AI lip-sync used in advertising production?** It is most often used for multi-market localisation (translating a hero film into local-language voiceovers without reshoots), late-stage script changes after a shoot, and post-production fixes for misspoken lines. It is also useful in research where the same talent is needed across multiple language tests with controlled variables. **Does the original talent need to consent to AI lip-sync?** Yes. The talent's contract must permit AI modification of their performance. If the original agreement pre-dates the technology, a written addendum is usually needed before the work can be commissioned. ## Products ### Agent Myth AdLocalise URL: https://mythlabs.co.uk/products/agent-myth-adlocalise Agent Myth AdLocalise is the proprietary AI ad-localisation pipeline used by Myth Labs for face-swap, voice cloning + lip-sync, visual resynthesis, and cultural adaptation. It produces consistent campaign variants across 3 to 12 markets in under five working days, working from a single approved master asset. ## Long-form articles - [Creative testing with AI](https://mythlabs.co.uk/insights/creative-testing-with-ai) - [AI storyboard to animatic](https://mythlabs.co.uk/insights/ai-storyboard-to-animatic) - [AI commercial production UK](https://mythlabs.co.uk/insights/ai-commercial-production-uk) - [Face-swap localisation in advertising](https://mythlabs.co.uk/insights/face-swap-localisation-advertising) - [Animatic production company UK](https://mythlabs.co.uk/insights/animatic-production-company-uk) - [How to make an animatic](https://mythlabs.co.uk/insights/how-to-make-an-animatic) - [Creative testing best practices](https://mythlabs.co.uk/insights/creative-testing-best-practices) - [Ad localisation process](https://mythlabs.co.uk/insights/ad-localisation-process) - [A case for AI animatics](https://mythlabs.co.uk/resources/a-case-for-ai-animatics) - [AI production overview](https://mythlabs.co.uk/resources/ai-production-overview) - [Pre-concept testing benefits](https://mythlabs.co.uk/resources/pre-concept-testing-benefits) - [Traditional vs AI animatics](https://mythlabs.co.uk/resources/traditional-vs-ai-animatics) - [AI storyboard tools](https://mythlabs.co.uk/resources/ai-storyboard-tools) - [De-risking big ad campaigns](https://mythlabs.co.uk/resources/de-risk-big-ad-campaigns) - [Script-to-screen workflow](https://mythlabs.co.uk/resources/script-to-screen-workflow)