I'm Lucas Guedes, a one-person creative studio combining film direction, cinematography, and consumer psychology with AI production, so brands get award-caliber commercials in days, not months.
Anyone can generate a video. Very few can direct one. Every project here is built the way a film production would build it, with a script, shot list, lighting philosophy, and edit rhythm, before a single frame is generated.
Every frame is planned with real cinematographic language: lens choice, lighting philosophy, camera movement with narrative purpose.
Every commercial is engineered around a specific emotional trigger and purchase psychology, not just striking visuals.
Full concept-to-delivery in days. No crews, no location scouting, and no reshoots, without compromising cinematic quality.
Unbranded demo work available on request. Every project can be built for full brand confidentiality.
For five years, I led the digital marketing team at a Brazilian wholesale distribution company, running strategy and campaigns, but always pulled toward the creative side: editing, storytelling, building the idea behind the ad, not just executing it.
When the first real AI generation tools appeared, I started learning them immediately. Two years ago I completed professional training in e-commerce, TikTok and Instagram video production, alongside the newest AI production tools as they emerged. Somewhere in that process, marketing and filmmaking stopped being two separate skills. This became the work I actually want to keep building.
Spec work and demo pieces built to show range across categories: restaurant, real estate, beauty, luxury, and more. Full case studies below: creative concept, cinematography breakdown, and the marketing psychology behind each cut.
An unsolicited spec spot for La Roche-Posay's Cicaplast Baume B5+, built entirely in studio CGI: a cracked, skin-textured clay block, a swirling ribbon of cream, and on-screen efficacy statistics, closing on the product staged against the same cracked surface.
YouTube pre-roll, Meta and TV first, Instagram feed as secondary; TikTok is the weakest fit. This is a fully produced CGI spot with no handheld or demo texture, closer to a pharmacy broadcast commercial than to native skincare content, where TikTok audiences over-index on real hands and real faces doing a demo.
An unsolicited spec spot for San Benedetto's Fico d'India iced tea, pairing a relaxed sunset beach-bar lifestyle scene with a polished, high-energy hero shot: water splash and prickly pear fruit suspended around the bottle.
Genuinely cross-platform: Instagram and TikTok for the lifestyle segment, Meta and YouTube for the VFX hero shot, which is strong enough to run alone. This is the one piece in the set built to work in two different grammars at once.
A slow-burn fashion film for a fictional eyewear brand, set in desert dunes at golden hour: a wide establishing walk, close detail on hands and watch, then a face reveal as the glasses come off, closing on a studio hero shot.
Instagram feed and Reels plus YouTube pre-roll and Meta. The slow pacing and cinematic build match how fashion and luxury audiences consume content there; it lacks the first-two-second hook TikTok's native feed rewards, so treat TikTok as optional, not primary.
A fast, high-energy spec concept for a fictional gelato brand, built entirely around movement and texture: a lively plaza presentation gives way to a close, sensory bite shot, closing on a polished array of the full flavor range.
TikTok and Instagram Reels first, with Meta as a paid extension. The fast, continuous movement and single clear subject match native short-form scroll grammar; less suited to YouTube or TV, where audiences expect a slower, more narrative build.
A cinematic property walkthrough designed to sell space and light rather than any single brand. Built as a white-label demo so agencies and developers can see their own listing in this treatment.
YouTube and Meta first, for institutional trust-building and retargeting, Instagram feed as a secondary option. The slow, continuous glide has no fast hook, so it under-performs on TikTok's native scroll, but it is exactly the register a warmer, already-interested real estate audience will sit through.
A multi-sport anthology spot for a fictional sportswear brand: weightlifting, trail running, rugby and motocross, tied together by a shared mud, chalk and dust motif and cut tightly to a continuous music track.
YouTube, TV and Meta, despite the 9:16 crop, which is a portfolio display convention only. The actual structure, a four-scene montage with a continuous music-driven edit and a slower emotional build, is produced-narrative, anthem-style grammar built for a broadcast spot or YouTube pre-roll, not the single-subject, first-second-hook grammar TikTok and Reels reward.
[Creative concept: 1 to 2 sentences on what the spot is and what it sets out to do.]
Real feedback from brands I've worked with, shared as received, unedited.
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A straightforward process, built to move fast without skipping the steps that make a commercial actually work.
You share the brand, product, and goal. My Client Brief form makes this a five-minute step.
I develop the creative concept, shot list, and full cinematographic direction.
Generation, color grading, sound design, and edit, all directed frame by frame, not automated.
Final cut delivered in the formats you need, plus launch captions and copy.
Tell me about your brand and what you need this to achieve. I'll bring the creative direction. Fill out the Client Brief, or just reach out directly.
