05 — Production

From creative to production, without a second silo

The question a CTO asks is not which model wins a benchmark. It is where generation sits relative to the assets they already own, the approvals they already run and the delivery pipeline they already pay for.

Existing assets

Vehicle renders, packshots, footage, brand fonts, end-card templates — already governed in the DAM.

Your DAM / MAM

Reference pack

Per shot: subject, blocking, camera path, motion, audio bed. This is the new craft skill.

Seedream · Seedance

Generation

Takes of 4–30 s at 24 fps, audio generated in-call, variants per market and format.

Seedance 2.5

Revision

Timestamp and region edits, shot extension, layer-level fixes on stills.

Seedance 2.x · Seedream 5.0 pro

Review & delivery

Versioned approval, then API-driven delivery to channels and regional teams.

Lumina · ModelArk

Who does what

Model-native capability is not the same as a workflow

Four products get conflated in most vendor decks. They are not the same layer, and at least one of them is not an enterprise product at all.

Product	What it is	Role in this workflow	Layer
Seedance 2.5	Video generation model (text, image, reference-to-video; edit and extension)	Takes, reference conditioning, revision, audio	Model (native)
Seedream 5.0 pro	Image generation model (text-to-image, reference-to-image, region editing)	Keyframes, packshots, localised end-cards, layer decomposition	Model (native)
Lumina	ByteDance's creative platform on BytePlus AI — a web workspace with credits	First-pass creative, prompt iteration, asset preparation for teams without an API	Platform (creative surface)
BytePlus ModelArk	Model service: API keys, async tasks, rate limits, regional endpoints, SDKs	The delivery and governance layer an enterprise integrates against	Platform (enterprise)
Jimeng	ByteDance's consumer creation app	Where several titles in this programme were generated in September 2026	Platform (consumer)

Read this before the slide deck. Lumina and ModelArk are related but not interchangeable: Lumina is a creative workspace, ModelArk is the delivery layer with enterprise controls. Neither includes the other. A pilot that proves creative quality in Lumina still has to prove integration in ModelArk.

Behind the production

What the working files actually look like

Eight artefacts from the automotive programme — the reference pack, the failure, the repair instruction and the iterations. Stills only; no video is stored on this site.

Character turnaround: concept portrait with front, side and back views of the suit — **Reference pack**Character turnaround used to hold the talent across shots: face, wardrobe from three angles, one lighting setup.

Vehicle interior reference image — **Reference pack**Interior reference. The detail a launch film is judged on, supplied before generation rather than corrected after.

Tailgate badge rendering as iX350L — **Failure**Embossed tailgate text renders as “iX350L”. Small, embossed, brand-critical text is the known weak point.

Corrected tailgate badge reading iX3 — **Repair**After a region-level instruction with a corrected reference. The rest of the take is untouched.

Two characters marked with red and blue bounding boxes — **Instruction**Two regions selected, each with a different instruction: replace the red, hold the blue.

Jimeng generation interface showing the Seedance model selector — **Tooling**The generation interface used in this programme, with the Seedance model selected and a reference image attached.

Dusk automotive frame with warm interior light — **Output**Dusk exterior: reflective bodywork, asphalt, warm interior spill. The look the reference pack was built to protect.

Rear view vehicle render on black — **Output**Rear three-quarter render used as both reference and final keyframe. Studio asset, not a generated frame.

Stills are frames and working files from the same programme documented in the case material behind this site. They are not presented as poster frames for the titles in the showcase.

Start here

Three ways to go deeper, none of them a sales call

If you have ten minutes, take the evidence register. If you have a campaign, take the pilot scope.

Explore the demonstrations

Seventeen titles, each labelled with provenance, input and the capability it demonstrates.

Open the showcase ↗

Discuss a use case

Bring a real brief — a launch, a localisation wave, a stack of end-cards — and we will cost it honestly.

Enterprise contact ↗

Request a PoC

Three weeks, a defined reference pack, and a scoring rubric agreed before the first generation.

Scope a pilot ↗