Kir Sidorets
Setters

Setters: AI creators for product videos

Download for iPhone
Setters: Home with the creators
Setters: Luna's video for a lip gloss
My role
Design & code
Time to market
1 week

Context. Setters is my own iOS app: an AI creator presents your product in a video ready to post.

  • Setters onboarding: select your first creator
  • Setters: Luna's page with her videos
  • Setters: Luna's video for a lip gloss, with Share and Save
  • Setters: pick her look, four generated looks
  • Setters: generating a product review with Luna
  • Setters: the plans, up to 25 clips with Luna

Problem. Short videos with a real face sell products, but most small brands never post them. Four reasons why:

  • An alarm clock

    No time for it

  • A monkey covering its eyes

    I’m camera-shy

  • A light bulb

    I run out of ideas

  • A stack of coins

    Creators are pricey

Onboarding. It pays for the app: 82% of subscription trials start on install day. Pick a creator, take a quiz, watch them come alive.

  • Setters intro: columns of creators drifting past the headline
  • Setters onboarding: select your first creator, Luna picked
  • Setters onboarding: the quiz, your business, what to make first and where Luna should film
  • Setters onboarding: what's stopping you from posting, I'm camera-shy picked, Luna will be the face of your brand, then Generate Luna and its steps ticking off
  • Setters onboarding: generating Luna, then her intro video develops and plays
  • Setters paywall: create up to 25 clips with Luna, her videos playing, the plans switched and back

Eight ready-made creators.
AI people who don’t exist, each with a face, a voice and an intro video. Or make your own from scratch or from a photo.

  • Setters: Home scrolls through the eight creators, then opens Luna's and Nova's pages
  • Setters: making a new creator from scratch, a woman in her twenties in casual clothes, from her look to her page
  • Setters: Luna's page opens her intro video, then her ad for a lip gloss

Shot first. A video costs $2 or more, so the shot comes first: under 60¢, the first one free for subscribers.

  • Setters: add a product to promote, a shirt with its photo
  • Setters: here's the shot, Luna at home wearing the shirt
  • Setters: what should Luna say, a script about the shirt with its tone and model

The result. Eight sample ads that ship in the app, one per creator: a product in hand, a scene, a script, a voice.

Under the hood. The app sends only answers and holds no AI key. The server checks them, writes the prompts and refunds failed steps.

  1. Kai's portrait with the answers: a controller, at home, in hand, waist-up, and the start of his script

    Your answers

    Gemini Flash Lite

  2. Kai at home holding a white game controller

    The shot

    Nano Banana Pro, 26 s

  3. The voice

    ElevenLabs v4, 6 s

  4. The video

    MiniMax H3, 52 s

Economics. AI video is expensive. Credits keep the same margin on every model, so the quality you pick is the price.

Setters: choose a model, from Low at 105 credits to Ultra at 900
A 15-second video
  • Low105 credits
    $3.00fal $0.84
  • Medium150 credits
    $4.28fal $1.20
  • High225 credits
    $6.43fal $1.73
  • Extra high300 credits
    $8.57fal $2.40
  • Max600 credits
    $17.13fal $4.50
  • Ultra900 credits
    $25.70fal $7.09
  • Ultra, 1080p2,250 credits
    $64.25fal $17.46

Welcome credits.
Every install is a new account, so the 60 free credits go once per iPhone: Apple’s DeviceCheck remembers the phone.

Setters: the paywall with Luna is closed and a sheet rises over Home: you got 60 credits

Motion. Every wait is part of the show: steps tick off, titles change letter by letter, pictures develop out of grain.

  • Setters: four looks develop one after another
  • Setters: a video in progress on Luna's page develops into the finished clip
  • Setters: the shot is generated, titles change and Luna's photo develops
  • Setters: generating Mia, a new creator, then her page

Illustrations.
A jelly-glass object for every answer, 60+ of them, all drawn by AI from a single bolt as the style reference.

A lipstick, a pink glass 3D object from Setters
Headphones, a pink glass 3D object from Setters
A traffic light, a pink glass 3D object from Setters
Three video cards, a pink glass 3D object from Setters
A birdhouse, a pink glass 3D object from Setters
A clapperboard, a pink glass 3D object from Setters
A magic wand, a pink glass 3D object from Setters
A phone in a hand, a pink glass 3D object from Setters
A megaphone, a pink glass 3D object from Setters
A gift on a table, a pink glass 3D object from Setters
A cup and saucer, a pink glass 3D object from Setters
A sneaker, a pink glass 3D object from Setters
A phone on a tripod, a pink glass 3D object from Setters
A woman's bust, a pink glass 3D object from Setters
A diamond, a pink glass 3D object from Setters
A car, a pink glass 3D object from Setters
A denim jacket, a pink glass 3D object from Setters
A paper plane, a pink glass 3D object from Setters
A T-shirt on a hanger, a pink glass 3D object from Setters
An armchair, a pink glass 3D object from Setters
A handbag, a pink glass 3D object from Setters
A camcorder, a pink glass 3D object from Setters
A donut, a pink glass 3D object from Setters
A stack of coins, a pink glass 3D object from Setters
A cap, a pink glass 3D object from Setters
A pot, a pink glass 3D object from Setters
An instant camera, a pink glass 3D object from Setters
A dumbbell, a pink glass 3D object from Setters
A heart, a pink glass 3D object from Setters
A calendar with a check, a pink glass 3D object from Setters

One source of truth. Every color, size and text style is a Figma variable, generated into Swift, so screens can only use what Figma has.

The Setters variables in Figma: the color collection with bg, surface and accent aliased to primitives, and the typography collection with font weights and sizes

61

colors

27

text styles

30

sizes and spacings

8

radii

Claude Code in the loop. Any screen in any state opens from a launch flag, so the agent checks every change on the simulator itself.

54

launch flags open any screen state

143

references to Figma in the code

35

scripts made looks, voices and videos

Built for App Review. Nothing reaches the AI without consent, a photo of a person needs theirs too, and anything made can be reported.

Delete Account wipes everything on the server. Session replay masks every photo and video.

  • Setters: share your content with AI? Allow or Not Now
  • Setters: use this photo? Only a photo of yourself or of someone who agreed
  • Setters: report this video
  • Setters: delete your account? Yes, Delete It or I Changed My Mind

Shipped solo. Designed in Figma, built in SwiftUI on Supabase, fal and RevenueCat, all by me, down to the App Store page.

The five App Store screenshots of Setters: give your brand a face, pick an AI creator, or make your own, show it your way, write what they say

App Preview.
Cut from screen recordings and animated in code with Claude Code.

Muse to Setters. A day before App Review, Meta launched an agent called Muse. That evening the app got a new name and icon.

Eight icons wait for an A/B test on the App Store: the star ships first, the others go up against it.

Why it works or not

Tap-through

Conversion

Setters app icon for the A/B test: a creator in a ring

A creator in a ring

Very generic and reads as a profile picture

X

X

Setters app icon for the A/B test: the wordmark

The wordmark

At home screen size the name is a thin line

X

X

Setters app icon for the A/B test: the wordmark, cropped

The wordmark, cropped

A word cut short looks like a mistake

X

X

Setters app icon for the A/B test: s.

S.

Readable, but a letter on dark could be any app

X

X

Setters app icon for the A/B test: the glossy s

The glossy S

Matches the illustrations, the gloss turns muddy

X

X

Setters app icon for the A/B test: a dark star on pink

A dark star on pink

One shape, no text, but thin points get lost

X

X

Setters app icon for the A/B test: a pink star on dark

A pink star on dark

Rounder, but a dark icon sinks among dark ones

X

X

Setters app icon for the A/B test: the star that shipped

The star that shipped

Better. The app's own star, cropped: clear at any size

X

X

Lessons.
At first I didn’t think the videos needed captions. After feedback, I added them.

  • The Highlight caption style in Setters
  • The Box caption style in Setters
  • The Pop caption style in Setters
  • The Classic caption style in Setters
  • The Stack caption style in Setters
  • The Outline caption style in Setters
  • The Frost caption style in Setters
  • The Spotlight caption style in Setters
  • The Punch caption style in Setters
  • The Slam caption style in Setters
  • The Handwritten caption style in Setters
  • The Lyric caption style in Setters
Setters: Chloé's video with captions in Highlight, then Outline and Punch picked in the Captions sheet

Speed. From the first commit
to App Review in six days.

6 days

first commit to review

140+

commits

16K

lines of Swift

25

App Store locales

Thanks.Ask the assistant anything about
this project, or read a next case

Setters

Kiruna

SnapID

Scanly