In short:

1. Create a concept by hand as a slide or pitch deck that explains your idea based on solid research and co-creation

2. Create the story with AI: Share the concept to ChatGPT and ask it to transform the concept into the script of a video using the structure of the Meet John Storytelling framework.

3. Adapt the story by hand

4. Make a video draft with AI: Use for example a tool like Descript's new prompt to video tool to create a voice over and B-roll imagery for your story.

5. Adapt the video by hand with better visuals and make it fit your organization brand identity

Here more details and examples from my practice on how I do this:

1. Create the concepts by hand

You need to create the concept for the new service idea. Often this is a visual synthesis of research and idea generation that then lives in a slide, a concept card, or a Service Blueprint. Here an example of how such a concept card looks for a project where I then turned the concepts into video stories:

Obviously behind this concept card there is a shit load of work that happened:

• Field research

• Observation

• Co-creative workshop with the community

• Co-creative workshop with key stakeholders

• etc.

2. Write the story with ChatGPT

For years I've been using the same storytelling structure that I call the Meet John storytelling structure. For this you can use ChatGPT to help you out. I first give a prompt that explains the storytelling structure I want to ChatGPT and then share screenshots of the concept cards I've created.

Here's the prompt, the parts highlighted are the ones that you should adapt

You are a video creator. Expert of storytelling. You have a deep knowledge of the Salvation Army in Kleinbasel.

I'll share with you concept cards that explain key elements of new services or approaches for the Salvation Army kleinbasel and your work is to turn this into a 2 minutes video script using the following format: 

“Meet John…” Describe who is the person that the service or product is serving.

“Sadly, John has a problem…” Describe what the problem of John is and the emotions generated by that problem.

“John finds service/product X by…” Describe how John joins the product or service and share the name of the service.

“Now John can…” Describe how John benefits from the first key feature of the product or service.

“John is empowered to…” Describe how John benefits from the second key feature of the product or service.

“And finally he is able to…” Describe how John benefits from the third key feature of the product or service.

“Because of X John feels now… and can…” Describe what John can do now that the problem is fixed and how he feels about it.

Do you have any questions?

Sometimes the story just fits, but often you'll need to share feedback to make the story even stronger:

3. Import the story in Descript

Descript now offers a way to generate a full video based on a prompt.

I like to use the "Generate from a prompt" option as the "Past in a script" limits the number of words you can paste.

Here's the start of the prompt I've used

Create a voiceover video in German using this script

And then below that I've copy pasted my script that comes from ChatGPT.

This tool is changing every week so I can describe how it looks today in late May 2025 but it's gonna change for sure. For example since the last time I used this tool they've added the possibility to use stock videos instead of AI generated images.

An example of raw result

Here's an example without any changes from my part, of how a video generated from the script with stock videos looks like:

4. Adapt the visuals

I always consider these types of AI generated results as first drafts that you have to adapt.

One thing I always like to change is the subtitles fonts and colors to match the brand I'm working with. It's a small change but it makes the video feel even more personalized for the organization you're helping.

When you're working on a story where you want the visuals to be of better quality, then you can generate each image yourself one after the other. For example by using this AI Storyboard illustration tool I've created.

Here's how it then looks like with a story in German and illustrations made with that tool: