How Pro Video Editors Create Believable Spec Ads (Real Example)

In this video, I give unfiltered feedback on a spec ad created by subscriber Dimitri Bertetto—and by the end, I decide if it's an editing win or fail.

First off, Dimitri nailed the tone. The ad is motivational and inspiring, exactly what you'd want from a sports spot. The interplay between the AI voiceover, sound effects, and music created a strong emotional pull. One standout detail? His use of subjective sound design—booms, hits, and whooshes—add serious punch.

What really impressed me was how he unified a bunch of disparate stock footage. With a black-and-white, high-contrast, grainy look, he made it feel like the whole ad was shot for this brand. That’s the kind of polish that sells the illusion.

Here’s what I suggested to take it further:

• Voiceover: It’s solid, but consider swapping the AI voiceover for a real voice actor; it could push the emotional impact even higher.

• Story structure: Add a “low point” near the end—quiet the sound, show the struggle, then hit us with the climax. Including such a contrast could be super powerful.

• Aspect ratio: Try re-editing in 16:9 or even 2.35:1. Wider ratios often feel more cinematic and give the impression of higher production value.

I also shared a tip for anyone making spec ads: choose believable brands. Don’t select a brand like Nike unless you can match their production level. A mid-tier brand like Dimitri’s choice will make your work more convincing.

And here’s your challenge: cut your 60-second spot down to 30 seconds. Doing so is a great exercise in storytelling economy and also useful for your demo reel.

So, was this a win? Absolutely. Dimitri’s spot is strong, memorable, and reel-worthy—and I think it’s going to open doors for him.

Happy editing!

Austen is an ADDY award-winning film & commercial editor with over 20 years of experience. He has worked with global brands like Meta, KPMG, SAP, and Christianity Today. His PSA work has championed causes like school safety (with Matthew McConaughey), driving safety, and anti-tobacco. A thought leader in the editing field, his online lessons quickly amassed over 100K views after launch.