Runway: changing characters and products in existing video

Runway’s October 26 announcement includes two tools directly relevant to video production: Character Swap and AutoComp. The company describes replacing a character with Character Swap and a product in existing footage with AutoComp.

Can one film serve different products?

A brand may need versions of a commercial for several products with similar packaging. Product replacement offers another way to approach that task. However, a different shape or use may not suit the movement already recorded.

Replacing a bottle resting on a table differs from replacing one held and turned in a hand. Contact, shadows and reflections all affect the result.

What needs checking in a character swap?

A convincing still frame is not enough. Appearance must hold while the character walks, turns or passes behind an object. Review face, hair, clothing and body movement together.

Start with a short shot containing a demanding movement rather than an entire film. Where real people’s likenesses are involved, agree the necessary usage permissions beforehand.

The 9 AI STUDIO view

The practical opportunity is to create new versions from an approved shot. These tools cannot be assumed to replace a reshoot in every situation. The scene determines the appropriate method.

This article draws on Runway’s official announcement. We have not tested these tools for this piece and do not claim flawless product or character continuity.