AI Advertising & Campaigns

SP CAPITAL IS A BRAZILIAN CORPORATE CREDIT COMPANY FOCUSED ON FINANCING BUSINESSES AND SUPPORTING THEIR GROWTH.

DEVELOPED AS AN INTEGRATED CAMPAIGN, “ONDE O FUTURO CHEGA ANTES” EXPLORES A SIMPLE IDEA: ACCESS TO CAPITAL CAN BRING TOMORROW’S POSSIBILITIES INTO THE PRESENT.

THE CONCEPT WAS TRANSLATED INTO THREE DIFFERENT BUSINESS WORLDS — LOGISTICS, TEXTILE AND CONSTRUCTION — CONNECTED BY A SINGLE VISUAL DEVICE: A LINE OF LIGHT SEPARATING THE PRESENT FROM WHAT IS ABOUT TO BECOME POSSIBLE.

GENERATIVE AI WAS USED THROUGHOUT THE VISUAL DEVELOPMENT AND PRODUCTION PROCESS, CREATING A COHERENT CAMPAIGN SYSTEM ACROSS STILL IMAGERY AND MOTION WHILE PRESERVING THE IDENTITY OF EACH BUSINESS SEGMENT.

THE RESULT IS A CAMPAIGN CONCEIVED FROM THE OUTSET AS A UNIFIED VISUAL LANGUAGE — ADAPTABLE ACROSS FORMATS, MEDIA AND MOVING IMAGE.

KINDOLOGY IS A PORTUGUESE MENTAL HEALTH PLATFORM BUILT AROUND THE IDEA OF MAKING CARE MORE ACCESSIBLE.

THE CAMPAIGN EXPLORED A SIMPLE CONTRAST: THE IMAGE MAY BE ARTIFICIALLY GENERATED, BUT THE HUMAN EXPERIENCE BEHIND IT IS REAL.

UNDER THE MESSAGE “A IMAGEM É INTELIGÊNCIA ARTIFICIAL, O SOFRIMENTO É REAL,”GENERATIVE IMAGERY WAS USED NOT AS SPECTACLE, BUT AS A WAY TO GIVE VISUAL FORM TO EMOTIONAL STATES THAT ARE OFTEN DIFFICULT TO EXPRESS.

DEVELOPED IN OCTOBER 2023, THE PROJECT MARKED AN EARLY PUBLIC EXPLORATION OF GENERATIVE AI WITHIN ALVARO BECK’S COMMERCIAL VISUAL PRACTICE.

RBA 50 ANOS CELEBRATES FIVE DECADES OF A BRAND BUILT THROUGH CARE, CRAFT AND THE ABILITY TO CONTINUALLY EVOLVE.

THE CAMPAIGN TRANSLATES THIS IDEA THROUGH THE LANGUAGE OF HANDCRAFT — A VISUAL METAPHOR FOR SOMETHING SHAPED WITH ATTENTION, EXPERIENCE AND HUMAN TOUCH.

AT THE CENTER OF THE CONCEPT IS A SIMPLE IDEA: LONGEVITY IS NOT ABOUT REMAINING THE SAME, BUT ABOUT KNOWING HOW TO TRANSFORM.

RBA+ — CRIADA PARA SE RECRIAR.