Let the idea be judged by seeing it, not the use of technology. That is the objective behind the works that Ella will launch on the market. The production company was born from the collaboration between Creative Director Isabel Martínez, better known as Isabelita Virtual; and the Barcelona advertising and branding agency You. And in the increasingly competitive panorama of creation with artificial intelligence, they hope to carve out a niche for themselves thanks to a humanistic perspective that puts emotion at the center of production.
For that, Ella will rely on Martínez’s experience and his pioneering use of generative AI in creativity. He has developed his career in some of the large agencies of the Spanish advertising industry, such as SCPF or DDB Spain, and has developed projects for brands such as Versace, Hermés, Tiffany&Co or Apple. He has also worked at Meta, as well as Open AI, as a beta tester of some of their artificial intelligence models and helping to build their community of creators for Sora.
She seeks to respond to brands’ need to tell who they are in new ways.
The project will also be built on your strategic and long-term vision, which you have put at the service of clients such as FC Barcelona, Glovo or Marset; and in a prior collaborative relationship between both parties. Its proposal brings together strategy, creativity and production to respond to the growing need for brands to tell who they are and do so in a way that was not possible before or that could hardly be carried out without monumental budgets.
“What we currently see is that the tool is eating up the message, what shines is the technology and many times it is not consistent with the tone or values of the brands. As if they wanted to emphasize that they are using AI”; Isabel Martínez explains to us in an exclusive conversation with reason.Why. “Our wickers are handmade and ‘old school’. We approach projects from concepts, stories and people, as if we were not working with artificial intelligence”.
In Her they consider that the ideal thing would be for the viewer not to wonder if what they are looking at is made with artificial intelligence. “If what you’re seeing would have value and you’d be interested in if it didn’t have AI, that’s the key.”Adds Martínez.
The philosophy is reflected in his first work: the “Go north” campaign to publicize “Road Trip”; the autumn/winter collection for the Galician children’s fashion brand The Campamento. It has been created almost entirely with artificial intelligence, except for some real images that have been used for the details of the garments. Despite this, the audiovisual piece is capable of diluting the limits between the real and the artificial and leaving technique aside to provide a human story with soul.
“It is the portrait of a journey of discovery, of that part of maturity that also exists in childhood, and of that point at which boys and girls begin to truly grow.“, describes Isabel Martínez in conversation with reason.Why. “The idea was to escape from that infantilization that sometimes prevails in the category, and reflect that moment in which children begin to decide and shape their identity and style.”.
The spot shows four different characters that allude to different personalities: the artistic, the introspective, the exploratory and the spontaneous. All of them will also be developed in individual pieces of shorter duration that will be disseminated on the brand’s digital channels seeking to promote the collection among both the national and international public.
“Go North” is inspired by the Western or American indie film genres with a global ambition, but also to emphasize the idea of travel. It is combined with elements of imagination and a surreal look&feel that, however, moves away from the spectacular and ostentatious to which artificial intelligence has accustomed the eye. “The aesthetics of this campaign, and in general of our way of working, does not seek a world of fantasy and excessive beautification, instead, it responds to emotion and humanity.”says Martínez.
Projects like this, as explained by those responsible for the new production company, are what can be expected from Ella. However, they point out that their creative exploration of artificial intelligence will be reflected in advertising campaigns for brands, videos and images; as well as in other formats. They will also carry out more experimental or personal projects to discover how to humanize technology.
