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How long does a CGI ad take? The honest answer is that the running time of the film has little to do with it. Six decisions set the timeline: how many approval rounds there are, whether a shoot is needed, how complex the idea is, how many versions and formats you need, music and sound, and how ready the brief is. The same applies to FOOH and AI ad films: when those decisions are clear up front, the schedule is clear too.
This piece explains how each one affects the timeline, what matters most for each format, and how to plan backwards from a launch date. If you want to see the formats first, take a look at Clytech's services.
What sets the timeline of an ad film?
The approval flow sets it more than anything else; production itself usually takes up less of the calendar than people expect. If an idea moves forward with two people signing off, the work flows. If five teams each give separate feedback, every round gets longer. That is why one of our first questions is: who approves, and in how many rounds?
As our service pages put it, in our hybrid pipeline the time from concept approval to delivery is measured in days rather than weeks on most projects. We still confirm the exact schedule only after the brief, because the six items below change from job to job.
Six things that set the schedule
Any one of these six can stretch or shorten a timeline on its own. If you answer them in order when you write your brief, we can talk about a realistic schedule in the very first call.
- Approval rounds and decision makers. Write down how many revision rounds there will be and who has the final say at each one. Defined rounds keep the timeline predictable.
- Whether a shoot is needed. Most of our CGI and FOOH work is built on real footage shot by our own team. When there is a shoot, the number of locations, travel between cities and the weather all enter the calendar.
- How complex the idea is. A scene built around one giant product does not take the same time as a scene with several characters and a lot of movement. The more an idea can be told in one sentence, the more focused production becomes.
- Number of versions and formats. A vertical social cut, a horizontal widescreen version and short cut-downs are separate pieces of work. They come from the same production, but each needs its own editing and review time.
- Music and sound. Decide early whether you are using an existing track or sound made for the film. A late sound decision leaves the edit waiting.
- How ready the brief and assets are. If product photos, a 3D model where there is one, the logo and brand guidelines are with us on day one, work starts straight away. Missing assets are the most common reason for delay.
Our guide to writing an ad film brief turns these questions into a template.
Do CGI, FOOH and AI take the same time?
No; in each format a different item comes to the front. The table below sums up what drives the schedule for each format and what helps it move.
| Format | What drives the timeline most | What helps it move |
|---|---|---|
| CGI ad film | Level of detail in the product and scene, approval rounds | Product assets ready on day one |
| FOOH | Number of locations and cities, complexity of the idea | One clear idea in a single location |
| AI ad film | Sign-off on the visual world, fit with brand rules | References and no-go elements written down up front |
| 3D product animation | The product's structure and number of materials | An existing 3D model or design file |
For more detail, see our pages on CGI ad film production and FOOH ad production. When you need to ride the news cycle, AI ad film production can be the faster option; we recommend the right route for your brief and explain why.
How do you plan backwards from a launch date?
The most reliable approach is to fix the release date and place the approval points backwards from it. That way everyone can see which decision has to be made by when.
- Release date: Which day and which channels? Is it a date that cannot move, such as a holiday or a product launch?
- Final sign-off: Leave room before release for uploading to each channel and a last check.
- Interim sign-offs: Set one approval point each for the idea, the first edit and the final, and name the person who decides at each one.
- Asset handover: Product files and brand guidelines should arrive on the first day of the job.
- Brief: A short brief is enough; we reply within 24 hours with an approach.
For seasonal campaigns, building this plan early matters even more: the date will not move, but approval rounds can stretch. Our CGI delivery guide for creative directors covers how to define revision scope at the handover stage.
Examples from Clytech
Clytech is a CGI, FOOH and AI advertising studio based in Istanbul and London. The projects below show how the items that set a timeline look in real work.
SUWEN bus stop film. An ordinary bus stop becomes a brand showcase, putting the collection on display at street scale. One clear idea in a single location, and a vertical format chosen for social feeds, kept the work focused. The film passed 58 million views. See the SUWEN bus stop project.
PROJECT VIDEO
PUBG Mobile, 100th year of the Republic. Giant in-game supply drops parachute onto the skylines of Istanbul, Ankara, Izmir, Antalya, Mardin and the Black Sea region. A date that could not move and an idea spread across six regions show how much weight the number of locations carries in a schedule. The campaign passed 30 million views. See the PUBG Mobile campaign.
PROJECT VIDEO
Paşabahçe New Year campaign. The brand's glassware and tableware come together in scenes that capture the festive atmosphere. With seasonal work the release date is known from the start, which is exactly why the plan should be built backwards. See the Paşabahçe New Year project.
Three stadium film, horizontal version. The widescreen edit of the same stadium illusion was produced for use across digital screens and presentations. Planning the vertical and horizontal versions together is a good example of how the number of formats enters the timeline. See the horizontal Three stadium film.
Frequently asked questions
Can you give an exact timeline for an ad film?
Not before we see the brief, because approval rounds, the need for a shoot and the number of versions set the timeline. Send a short brief and we will reply within 24 hours with an approach and a proposed schedule.
Does AI shorten the schedule?
It speeds up concept exploration and the production of variations, but approval rounds still decide the pace. When you need to react to the news cycle, AI production can be the faster option.
What should I do if the job is urgent?
Narrow the scope: one location, one main version and one decision maker. Sharing product assets on day one is also the quickest way to help the schedule.
How do revisions affect the timeline?
When revision rounds are defined up front, the schedule stays predictable. In CGI, a change to a product colour or packaging is a material update, not a reshoot.
Let's build your schedule together
If your release date is fixed, we can work out the backwards plan with you in the first call. Send your brief through our contact page or start with our company presentation.