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.