Blog

Studio notes on how we think up and produce content for brands, and where AI comes into that work.

A wooden desk by a window at night: a warm lamp lights an open notebook with a pen, printed photos and a contact sheet, with the blue city glowing outside.

Blog

Studio notes on how we think up and produce content for brands, and where AI comes into that work.

A wooden desk by a window at night: a warm lamp lights an open notebook with a pen, printed photos and a contact sheet, with the blue city glowing outside.

Blog

Studio notes on how we think up and produce content for brands, and where AI comes into that work.

A wooden desk by a window at night: a warm lamp lights an open notebook with a pen, printed photos and a contact sheet, with the blue city glowing outside.

In the press

Jonathan Frojmowicz speaking at MARCCA 2026 in Barranquilla

Ecosistema Startup

AI in advertising: human judgment vs. AI slop

Read article →

Jonathan Frojmowicz interviewed by La FM at MARCCA 2026

La FM · Entre2

Interview with Jonathan Frojmowicz, speaker at MARCCA 2026

On our blog →

Articles

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An overhead view captures a red Formula 1 car tearing through the corridors of Alto Palermo mall, weaving past storefronts and kiosks, with a blue car closing in fast behind.

Creative direction

Advertising agencies and AI: what changes in production

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A polar bear seen from behind, in front of the Abasto facade with its large glazed arch and its clock, among pedestrians on the sidewalk

Process

AI labels on social media: Meta, TikTok and YouTube rules

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A female magician with a top hat, red vest and wand against a smoky background, in the invitation to the MARCCA 2026 conference

Process

Adapting a campaign to another country: AI regionalization

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Three friends in Argentina jerseys celebrate together at a wine bar with the match on screen, featured in DOT Baires Shopping's Father's Day campaign.

Shopping centers and retail

2027 retail calendar for shopping centers: dates and content

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A giant Mango shopping bag bearing the MNG logo outside the Alto Palermo entrance, framed beneath the mall’s marquee in the brand’s arrival launch piece.

Shopping centers and retail

Store opening campaign: how to tell an arrival

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A multi-story vertical LED screen inside Alto Palermo with a football and the message Acá estamos listos para alentar

Screens

Content for LED screens: designing video for the space

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MINISO's vertical LED screen inside Unicenter, with the phrase ¡Falta poco! repeated in red letters on a pink background, seen from the shopping center floor

Screens

LED screen video: specifications and technical delivery

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Fans proudly wearing Argentina jerseys and waving national flags celebrate outside Toscas Shopping on a sunlit afternoon rally.

Shopping centers and retail

Shopping center events: how to draw people before the day

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A woman in a trench coat, umbrella in hand, faces away toward the rain-soaked entrance of Alto Palermo, the mall's glowing logo reflected along the slick avenue.

Shopping centers and retail

Shopping center branding: how a campaign tells the place

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MINISO's penguin and chick next to the red sign "¡Te esperamos en el segundo nivel!", in one of the versions of the campaign for Alto Palermo's screens.

Case studies

MINISO at Alto Palermo: one idea, six screen formats

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Three Playmobil fans of the national team with their faces painted light blue and white, in DOT Baires Shopping's animated promotion

Screens

Motion graphics on screens: information read in passing

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DOT Baires Shopping's facade in pixel art with the "Noche Shopping" sign and the caption "Press Start", like a video game's start screen.

Case studies

Noche Shopping at DOT: three executions for the same date

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Close-up of Yoyo, MINISO's character, with black sunglasses, a white bow and a pearl earring

Screens

Screens at the point of sale: content for the store

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Three Playmobil figures wearing E. Martínez, Messi, and Scaloni jerseys, viewed from behind along a railing, overlook the illuminated interior of Abasto Shopping at night.

Creative direction

Brand characters with AI: how they are created and sustained

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A group of grass characters walking in single file along an indoor walkway at Alto Palermo, in the piece Arbolitos.

Creative direction

AI advertising in Latin America: what works today

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A Playmobil's yellow hands in the foreground in front of the atrium and escalators of Abasto Shopping

Creative direction

Reels for brands: thinking vertical video for social media

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A signature orange SÃO helicopter carries an airborne cargo over Buenos Aires, set against an endless urban horizon—crafted for the Abasto Shopping launch campaign.

Process

Shoot or AI: when each one makes sense in a brand piece

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A close-up of a Formula 1 helmet, detailed with pink and sky-blue racing stripes, reflecting the Alto Palermo entrance in its visor.

Creative direction

VFX with AI: cinematic scale for brand pieces

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A shopping center food court with a glass roof, red tables and chairs and hanging banners of the Argentine Chamber of Shopping Centers

Creative direction

Corporate video with AI for companies and trade associations

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A presenter in a white shirt takes the stage before a massive screen reading "We don't do marketing, we make magic" on the invitation to the MARCCA 2026 conference.

Process

Conference video: how to invite people to an industry event

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The glass facade of Espacio San Juan framed by a vibrant floral arch, featuring 'Welcome Spring' in gilded lettering, captured from a low angle on a sunlit day.

Shopping centers and retail

Video for shopping centers: a shopping center's content

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The facade of OH! Buenos Aires with orange and yellow panels, a palm tree and people walking in, in an image from the corporate piece made before the opening

Process

Construction project video: showing what does not exist yet

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A pedestrian with an umbrella crosses an avenue in the rain, with the Obelisk in the background, seen through a wet windshield

Creative direction

AI commercials: how a brand spot is produced today

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Playmobil player in an Argentina shirt in front of the ball, recreating a play in the World Cup series for DOT

Case studies

World Cup in real time: 15 Playmobil pieces for DOT

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A dachshund on a lilac leash at an Alto Palermo terrace, from the 'Pet Friendly' collection

Creative direction

AI slop: why it is a brand problem, not a tech problem

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Thoughtful man with his hand on his chin choosing a gift in a store at DOT Baires Shopping, in the Father's Day campaign

Process

How to choose an AI production studio: eight questions

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Giant football seen through the glass dome of Alto Palermo, in the El Mundial empieza a sentirse campaign

Creative direction

The idea before the prompt: from the brief to a clear idea

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A hand emerges from shopping bags with the "this close" gesture, featured in the Noche Shopping carousel for DOT

Shopping centers and retail

Christmas at the shopping center: how to plan your content

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Jonathan Frojmowicz, founder of FeedGuru, on stage at MARCCA 2026 in Barranquilla

Case studies

MARCCA 2026: FeedGuru on AI and judgment in Barranquilla

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Giant SÃO croissant hanging from a helicopter against the blue sky

Creative direction

Audiovisual production with AI: what is really changing

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Flowers growing over the glass façade of Espacio San Juan

Process

Creative agency and production: why they work more closely

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Grass figures crossing a crosswalk on a Buenos Aires street, in the real-time marketing piece for Alto Palermo

Creative direction

Real-time marketing: arriving on time with something to say

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Alto Palermo atrium under the glass dome, with large-format LED screens above the shops

Screens

DOOH and screens: when a banner is no longer enough

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Three Playmobil figures of the Argentina national team at a press conference at Abasto

Creative direction

Visual consistency with AI: from an image to a campaign

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A curly-haired young man in a plaid shirt checks his phone in an Alto Palermo concourse beneath the glass ceiling, an 880-step Pasito campaign counter floating overhead.

Creative direction

Brand safety in AI videos: what to check in each piece

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Couple walking through a bright shopping gallery at OH! Buenos Aires, with shops and café tables

Shopping centers and retail

Retail and shopping centers: content is the bottleneck

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Two Playmobil hosts in a streaming studio with mics and a console

Process

Agencies and video production: more capacity, less friction

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MINISO’s YOYO character crossing a square, in the horizontal version of the Children’s Month campaign

Screens

One campaign, many screens: how to adapt each format

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Façade of OH! Buenos Aires in the sun, with people walking among umbrellas

Process

From brief to final cut: how to structure an AI production

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Three Playmobil figures in football shirts sitting on a dark escalator

Creative direction

Generative AI and creative direction: why choosing matters

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Man soaked by the rain on a Buenos Aires avenue, with blurred car lights in the background

Process

AI in video: where it delivers, and where it falls short