Genres

What changes from genre to genre, department by department, and the Seedance levers that carry each change into a generated shot. Each genre is short on purpose: the methods it uses are taught in their own chapters, and its page points to them.

Rules for every genre

What every genre shares, with the quick-look table of all of them.

• Rules for every genre: Ten rules hold in every genre.

Story and comedy

Comedy and dialogue, and emotional human stories.

• Comedy and dialogue: Comedy lives in the wide shot and in the reaction.

• Emotional and human story: Real people doing simple things, a camera close enough to catch them, and the release held to the end.

Product films

Luxury and beauty, food and drink, cars and tech.

• Luxury and beauty: Hair, skin, cosmetics and perfume: an underplayed face, a camera that never stops travelling, and the product's essence shown within seconds.

• Food and drink: The food is the star, and each shot has one perfectly timed physical event.

• Automotive and tech: A car is sold by its driver and its reflections, and a tech product by a designed world and its sound.

Action and suspense

Action and sport, horror and thriller.

• Action and sport: Athletes doing what they do best, a camera that is either watching or inside the action, and one peak.

• Horror and thriller: Horror works for ordinary products too: one contained place, a threat kept partly real, and sound doing most of the work.

Styles and formats

Stylised films, motion-graphics-led films, music video, UGC and short ad formats.

• Stylised films: 2D cartoon, 3D animation, anime and claymation.

• Motion-graphics-led: The motion is the edit: a virtual camera moving through graphic space, with live action and graphics triggering each other.

• Music video: The song comes first, and the picture is cut to it.

• UGC and selfie: User-style footage that has to feel filmed by the person in it.

• Short ad formats: The short commercial formats that sell the product directly.