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ABOUT THE PROJECT
Created for Mercado Libre’s Fechas Dobles 3/3 campaign featuring Thalía, this commercial combines live-action footage with AI-generated imagery and environments. The visual approach brings filmed and generated elements together within the campaign’s vibrant, energetic world.
MY CONTRIBUTION
I worked alongside the director to develop AI-generated images, scenes, backgrounds, and environments for the commercial, translating the creative direction into visuals that supported the campaign’s aesthetic and narrative.
My contribution included creating environments designed for the subsequent digital integration of Thalía’s filmed performance. The process involved refining lighting, perspective, composition, and spatial depth to support a coherent relationship between the live-action footage and the generated imagery.
VISUAL DEVELOPMENT
The central challenge was developing generated imagery that could work within a hybrid production. Backgrounds and environments needed to support the filmed subject while maintaining a consistent visual language across the commercial.
Working with the director, I explored and refined visual options to align each setting with the intended framing, atmosphere, and action.
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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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