AI-Enabled Production
Finclass — AI in the Performance Pipeline
AI voice production entering the Finclass performance-creative pipeline — human-led editing, motion and storytelling paired with ElevenLabs-generated narration, tested across multiple ad concepts.
Role
Concept, editing, motion and AI voice direction for AI-narrated performance ads
Formats
9:16 / 1:1 / 16:9
Challenge
Producing polished, on-brand narration for high-volume ad testing without a dedicated voice actor on every cut — while keeping the craft (motion, pacing, storytelling) fully human-led.
Approach
Scripts weren't assigned to AI narration by default — when a concept on the ads list called for it, the next step was researching and testing whatever approach would bring that script to life best, not locked into one fixed tool or method.
ElevenLabs handled voice generation; everything around it — concept, editing, motion design and the storytelling structure — stayed human-led. The workflow was proven on a test ad ('Dark Ad') whose result was strong enough to factor into being brought onto the Grupo Primo account. From there it extended into two further concepts: 'Habilidade,' a motion-heavy piece built around visual inserts and a stronger narrative arc, and 'Chat Ladeira,' produced across three platform-native formats (Feed, Reels, YouTube) from one base edit.
The Work
AI-Assisted Work
Results
7
Finclass performance ads with confirmed ElevenLabs-generated narration.
Transparency
AI narration wasn't the default — it was used only when a specific script called for it. From there, the process stayed open: testing whatever tool or method brought that script to life best, rather than locking into one fixed workflow.
Role
Concept, editing, motion design and AI voice direction — selecting and directing the ElevenLabs narration, then building the edit, pacing and visual storytelling around it.