Concept and production of an advertising AI video for an OTC drug that helps restore performance during mental and physical exertion

Mildronate® is an original over-the-counter drug manufactured in Europe with more than 30 years of experience. It is used for mental and physical overload accompanied by decreased performance and helps the body adapt to the increased stresses of everyday life.

The drug works by optimizing energy metabolism in cells: Mildronate® helps restore energy reserves, supports concentration, memory, and overall endurance, helping to maintain stable performance without sudden stimuli or promises of instant results.

The commercial focuses on a woman from the brand’s main target audience. We show one day in her life: from waking up to evening. It is a familiar, recognizable everyday routine — home, commute, work, meetings, personal time. Nothing heroic and nothing extreme. Just life at its real pace.

The key technique used in the video is a fixed center. The heroine always remains in the same spot in the frame: her face, gaze, and position in space do not change. Everything around her changes — her clothes, locations, context, and time of day. This visual «twist» emphasizes the idea of stability: the day may be busy and varied, but the inner state remains calm, confident, and stable. Mildronate® is not presented here as a sharp stimulus, but as unobtrusive support that allows you to get through the day smoothly, without losing energy or concentration.

The heroine of the video is a collective image of the brand’s main target audience. She is an adult woman living in the fast pace of modern life: home, work, travel, personal affairs. She does not strive to look like a hero and does not oppose fatigue — she is simply used to being collected, responsible, and involved.

She combines different roles: a professional who makes decisions; a woman who cares for her loved ones; a person who values a clear head and a stable inner state. She does not chase sudden bursts of energy or seek instant effects — for her, the ability to maintain productivity, focus, and calm throughout the day is more important.

Based on this portrait, we formed a visual image of the heroine — her appearance and manner of dress. It is built on the principles of restraint, versatility, and recognizability: a neutral appearance, calm facial expressions, neat hairstyle, and no bright or ostentatious details.

Using the established image of the heroine as a reference, we systematically prepared all the key frames of the video. Each frame captures a separate moment of the day —morning, commute, work, meetings, personal time, evening — and together they form a complete visual story.

In these scenes, the brand’s signature burgundy color is introduced natively and unobtrusively: it appears in details of the surroundings and clothing, becoming part of the heroine’s everyday environment. Sometimes it is the color of sportswear, sometimes — seats in public transport, an alarm clock, or a laptop. This technique allows us to visually connect the brand with the flow of the day without taking the color out of context and turning it into a direct advertising accent.

In parallel with the preparation of key frames, we developed a unified workflow for generating videos based on them. Each static frame was used as a reference point for creating an animated scene fragment — with a fixed camera, preserved composition, and natural, realistic character animation.

This approach allowed us to work not with a single video clip at once, but with a set of coordinated video scenes, each of which corresponds to a separate moment of the day. Later, these fragments are assembled into a single clip during the editing stage, ensuring control over the rhythm, narrative logic, and visual integrity of the entire story.