JOHAN DE WITTE

A PROMPT IS A BRIEF.

MOST BRIEFS ARE BAD.

:: PROMPT TO PICTURE ::

AI-generated videos. Human analysis. Prompts that teach me something about copywriting.

This is a blog series. New posts appear here as they are published.

Prompt to Picture #4: What a crochet mask taught me about writing blind.

14/07/2026

Play Video

The prompt describes a crochet mask. Pink. Unsettling. Close-up. Not one instruction tells you what it looks like. Every instruction tells what it feels like. I read it as a copywriter. And it taught me that the best visual briefs are sometimes written blind.

Prompt to Picture #3: What a referee taught me about control

30/06/2026

Play Video

The prompt says “tilt” four times. The tilt comes once, late and buried.

It promises two players and a ball. They vanish in a second.

One idea survives. The rest gets cut.

I read it as a copywriter. And it taught me who really decides what stays in a brief.

Prompt to Picture #2: What pink flowers taught me about imperfection.

19/06/2026

Play Video

The prompt for this 5-second Al video reads like instructions for breaking something properly.

Nine paragraphs, seven kinds of damage. Each one named.

I read it as a copywriter. And it taught me something about why perfect is suspect.

Prompt to Picture #1: What a crosswalk taught me about copywriting.

25/05/2026

Play Video

33 lines of text. 8 seconds of video.

That ratio stopped me.

This is the first post in Prompt to Picture, a series where I look at AI-generated video through the eyes of a copywriter. Not to review the technology. But to understand the craft behind the prompt.

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Johan De Witte | Copy. Video. Bids. | johan.dewitte@telenet.be | +32 475 95 59 36 | LinkedIn | Privacy ©

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