An AWS-native platform for AI ad generation

A SaaS B2B business working with Cloud Combinator on AWS. The client is anonymised at their request.

The challenge had four focus areas, each about turning an externally dependent stack into a platform Nouvel could scale and stand behind.

We delivered the modernisation as a sequence of milestones, each with a clear deliverable and acceptance point, so Nouvel could see the platform take shape and validate it region by region.

The modernised platform was delivered and demonstrated end to end across both deployment regions under representative concurrent load. Nouvel's external generative dependencies are replaced with self-hosted AWS equivalents, and the whole stack deploys from version-controlled infrastructure as code.

• Self-hosted generation — The third-party data layer and external video provider are replaced by Aurora PostgreSQL, SageMaker-hosted Llama models and self-hosted video generation on ECS GPU compute.
• Multi-region by design — Symmetric deployments in eu-west-2 and us-west-1 support GDPR-driven separation of EU and US workloads, validated for multi-region failover.
• Asynchronous and scalable — Step Functions and SQS replace synchronous polling with a horizontally scalable, multi-tenant pipeline suited to concurrent load.
• Lower cost per generation — Bringing inference and video onto self-hosted, GPU-backed AWS compute is designed to reduce per-generation cost materially versus the previous external provider.
• Secure and observable — Least-privilege IAM, AWS Secrets Manager, AWS WAF, CloudWatch and X-Ray give the platform production-grade security and end-to-end visibility.
• Self-improving models — An EventBridge-driven curation and SageMaker retraining loop refreshes the niche-specific model and promotes it via blue/green deployment.
• Handover — Nouvel received working sessions, walkthrough recordings and an architecture handover pack covering the IaC repositories, runbooks and next steps toward a Well-Architected and Foundational Technical Review.

With an AWS-native, multi-region foundation in place, Nouvel owns its data, its models and its generation pipeline end to end, and is positioned for SLA-backed enterprise contracts, a Well-Architected Framework Review and an eventual AWS Marketplace listing as the business grows.