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ABOUT THE PROJECT
This campaign was developed for Mercado Libre’s 3/3 double-date sales event — a high-impact commercial activation where exclusive discounts are launched on March 3rd (3/3).
Featuring Thalía, the campaign combined celebrity presence with a bold, energetic visual language aligned with Mercado Libre’s vibrant identity.
TV + Digital rollout across LATAM (Mexico, Chile, Argentina, Peru and Colombia)
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CHALLENGES
The project required constructing AI environments that could host filmed performance naturally — matching depth, lens behavior, light falloff and motion rhythm — so that the audience never perceives the transition between physical and synthetic worlds.
The key challenge was:
Integrating live-action performance into synthetic environments
Reconstructing filmed scenes inside generative visual systems
Matching cinematic language across mediums
Ensuring that AI enhanced the narrative rather than distracting from it
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