Broadcast reach is bought. Attention is earned.
“Hey there! The last few months took me to DDD, FITC, and OFFF, all on one theme: work that lands at scale. Our Dell spot just aired during the NBA Finals to 16M+ viewers a night. Here's how we make reach count.”
Marcel Ziul, ECDDell
We shot in Brazil with live dancers and matched their choreography frame by frame to a CG laptop. The challenge wasn't just the technical sync, it was making something that could hold attention during an NBA playoff commercial break. It aired during the Finals to over 16 million viewers a night and it's still running.
“"Getting the timing right between a real person and a CG Laptop was harder than it sounds."”
André Holzmeister, ACDLive-Action × CG Choreography
Shot in São Paulo, Brazil
The laptop had to dance before the dancer did. We choreographed the CG first, then flew to Brazil and made humans match a machine.
Afeela
Honda and Sony's joint venture needed to introduce a car that's actually a tech platform. We shot in San Francisco, designed characters to interact with the vehicle, and made it feel more like launching a new device than a new sedan. Turned out car people and tech people want the same thing: something that feels alive.
“ Shot in SF, animated in LA. ”
State“We treated it like the iPhone of vehicles. Because that's what it was.”
Marcel Ziul, ECDGoogle Play
Google Play works everywhere now: TV, phone, square social feeds, everything. We built a cross-platform toolkit with animated type and CG elements that could flex to any format: 16:9, 9:16, 1:1. The technical unlock was building a system, not just cutting spots. Localization became instant instead of painful.
“We built it so changing the type takes five minutes instead of five days.”
Lucho Suarez, Creative DirectorToolkit Preparation
What launched was only part of it. Under the hood, there was a flexible toolkit engineered for scale and rapid versioning, keeping the system moving as fast as the lineup.
“The 1:1 format is usually the afterthought. We made it the blueprint.”
Lucho Suarez, Creative DirectorOFFF, FITC & DDD
Beyond client work, I brought our Chaos keynote to OFFF, FITC, and DDD, sharing lessons on creativity, leadership, and navigating uncertainty with thousands of designers, artists, and industry leaders around the world.
Gusto - Brand System
Gusto needed a brand system that could grow with them. We built the core spots and then created a structure for seasonal recaps and product updates. Fintech moves fast, so the system had to be specific enough to feel like Gusto but flexible enough to not break every time they ship something new.
“A good system is invisible until you need to make 20 versions of something.”
Javier Vivas, Producer
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Pablo Requejo
