The Abasto story
An institutional piece to accompany a physical renovation with a brand story. We go through the Abasto's past, from the old market to the present, to show that renovating the building is also taking care of its identity.
Highlight
From the old market to today's shopping center, in one piece
Client
Abasto Shopping
Year
2026
Country
Argentina
Services
Institutional narrative, historical reconstruction with AI and post-production
Category
Client type
Credits
Institutional narrative, research, AI historical reconstruction, art direction, compositing, editing and sound design. For Abasto Shopping.
The challenge
The renovation of the facade was going to add scaffolding and temporarily change the look of the building. The challenge was to turn that operational situation into an opportunity to talk about history, heritage and continuity.
The idea
The building is the lead. The decades, the people and the uses change, from the old market to today's shopping center, but the Abasto remains a meeting place.
The production
At FeedGuru we combined research, industry knowledge and video production. Historical reconstruction with AI, art direction, compositing, editing and sound design connected different periods within a contemporary narrative.
The result
The works stop reading only as a physical intervention and become part of a story of care and evolution.
