The Magic AI

Somewhere along the way, people started announcing the end of advertising. Again. And again. But if it were really dead, we wouldn’t still be talking about it decades later. “Never been more alive” is the campaign celebrating 70 years of @arpnews , created by @escala_agencia , and it does exactly that: reframes the narrative. Because every “end” has always been just the beginning of something new. The film, directed by @gtissot , sits at the center of this idea, built through a process where human direction and AI-driven production work side by side. Not as opposites, but as part of the same evolution. A reflection of an industry that never stops transforming. This wasn’t done alone. It’s the result of a collective effort, talent coming together to prove, in practice, that creativity is still very much alive. And moving forward. Never been more alive.

This film came from a challenging brief: A brand manifesto, with a lot of energy and a wide range of @mobil.moove products, all rendered with 100% fidelity. To achieve the best possible outcome, creatively and technically, it was crafted by the vision of @fabiomeirelles with the support of amazing AI artists and post-production wizards. From character and location design to vehicle details and product accuracy, our team worked across multiple AI models for over two months to bring everything together, in a campaign created by @curious.ag and produced in partnership with @iam.we.are The end result is what happens when the right people and the right process meet. Let’s make magic together. Credits: Client: @mobil.moove Agency: @curious.ag AI Production Company: The Magic AI Director: @fabiomeirelles Executive Creative Producer: @meira_bruno Executive Producers: @anamaite , @matheus_akkari Creative Leads: @fabiomeirelles , @gtissot Creative Assistant and editor: @renatocabraldir Project Manager: @alle_ngd Image Makers: @pedro.enriqueee , @vivianepgomess , @raiondp Retouch: @vivianepgomess Co-production: @iam.we.are IAM Executive: @mariliameirelles Post production: @hub_vfx_ Post Director: @matheus_akkari Post Executive: @naylakols Post Producer: @liinerota Finishing: Pedro Lamana, @andreparizi , Bruno Lucchesi Color Grading: @psychonlook Compositing: Cleber Silva, Rogério Merlino e Márcio Martins Audio: @mugshotmusic Executive Producer: Gilvana Viana, Fabio Pinheiro Music director: Arthur Abrami, Maurício Herszkowicz Music producers: Arthur Abrami, Josh Eduardo, Maurício Herszkowicz, Mister Maguila Project Manager: Maitê Magoga Sound and mix editing: Leandro Rodrigo, Mister Maguila Production coordinator: Susi Marques

@marcusbecker2 moves seamlessly between live action and AI-driven filmmaking, crafting visually striking work defined by attitude, emotion and refined direction. With a strong focus on performance and cinematic precision, he approaches each film as an opportunity to create memorable images and authentic connections between brands and audiences, exploring both fully AI-generated and hybrid productions. Let’s Make Magic 🪄

When our friends at @galeria.ag reached out to us to create a film for such an iconic brand as @havaianas , featuring the incredible voice of @joaogomes , there was only one possible answer: let’s make magic together. Directed by @gtissot , the film unfolds as a fast-paced collage, bringing together symbols of Brazilian duos, just like our favorite pair of Havaianas. From concept to delivery, fast doesn’t mean rushed. It means sharp decisions, working with the right people, and trusting the process. Proud to have brought this one to life. AI Production Company: @themagic.cc Client: @havaianas Agency: @galeria.ag Director and Creative Lead: @gtissot Executive Creative Producer: @meira_bruno Executive Producers: @anamaite , @matheus_akkari , @fabiomeirelles Art Director and Image Maker: @calenda Sound: @zanzar.produtora

We’re very happy to welcome Zamba & Nestor Carrera as new Magicians at The Magic. Born from a shared background in design, motion and music, the Salvador-based duo has been creatively connected for over 20 years. Their work carries strong visual authorship, cultural depth and rhythm-driven storytelling. Local at its core, global in its language. Together, they bring creative power, diverse perspectives and a bold, forward-thinking approach to filmmaking, including pioneering uses of generative AI. Looking for visual narratives with soul, craft and edge? Let’s make magic together.

Christmas stories have always relied on a simple truth: magic isn’t in the trick, it’s in the feeling it leaves behind. We approached this Christmas film like a miniature universe. Textures, light, rhythm, silence. All of it forged with AI as a creative partner. Working with character performances was a challenge, leading us through countless tests, searching for intention and nuance until the acting felt truly alive. And as we pushed deeper, something curious happened. The more advanced the tools became, the more human the story felt. And this piece for @lojascolombo in partnership with @agencia.escala feels exactly as it should. A magic trick that does what it is meant to do: bring joy and warmth to the season.

‘Pega’ is a deliberately hybrid production. In this collection, everything is AI, but every scene involving the band was shot on location using cinema equipment. To represent the past and the illusions evoked by the song, artificial intelligence was used as a conceptual choice, a metaphor for reconstructed memory and for how the passage of time distorts and reimagines what once was. The use of A.I had to make sense to enhance the narrative, symbolizing how the human mind reshapes the past. AI Creative Production: @themagic.cc AI Director: @fabiomeirelles AI Creative Lead: @gtissot Image Maker: @gusdamiao @tropico.ai

There’s a quiet magic in the right breeze. It’s a moment when the air shifts and everything feels different. It touches the skin with intention, slows the noise of the world, and gives breath to whatever moment you’re in. Our new film for @lgbrasil Brasil is built around this sensation, this meeting point between perfect air and perfect timing, where technology feels almost like nature rediscovering itself indoors. Directed by the Duo Mono Black @brunozambelli @nestor.carrera in a production with Hogarth, it unfolds as a story in which the atmosphere becomes the message, moving softly from frame to frame with a calmness that stays with you. Client: LG Brasil Production: Hogarth AI Production Company: The Magic AI Directors: Mono Black (Duo Zamba & Nestor) AI Tech support: EFXlab.xyz Executive Producers: Bruno Meira, Matheus Akkari, Ana Maitê Fröhlich Creative Lead: Gustavo Tissot Image Makers: Pedro Sousa, Viviane Gomes Retouch: Viviane Gomes 3D: Rodrigo de Angelis, Alexandre Canário, Henrique Melo, Marcel Tsuruda Compositor/Finishing: JP Costa Braga

Some dogs chase toys. These ones chase legacy. @brubismara new short film studies a group of canine characters who carry themselves with an almost suspicious amount of confidence. The Distinguished Ones is a small ode to posture, attitude and the quiet (or not always) superiority of beings who do not need to try. They simply are. Woof woof.