What to learn first
Start with image-to-video because the first frame gives the model a clear visual target. Then test text-to-video once you understand how motion, subject clarity, and prompt specificity affect the output.
Use Runway for b-roll
Runway-style clips work well as supporting footage: product moments, mood shots, background loops, transitions, and campaign visuals. These assets become more valuable when edited into a larger story.
Prompt structure
Write prompts with shot type, subject, action, camera, lighting, and constraints. “A product video” is too broad. “Macro close-up of a matte black bottle on a white table, slow push-in, soft studio light, premium commercial look” is better.
Practice project
Create three 5-second clips for one product: a macro detail, a lifestyle shot, and a hero reveal. Edit them into one 15-second ad with captions and sound.
For broader tool selection, read AI video tools for creators.