Service · Artificial intelligence
Artificial intelligence applied to brands
More creative possibilities. The same judgement in every decision.
At Mariona Agency we apply artificial intelligence to creative exploration, content production and specific tasks within brand processes. We start from the objective and the materials available to decide where it can be useful. Direction, selection and review remain the responsibility of the people who know the project.
Examples
What we do with artificial intelligence
We visualise events before they are produced, give shape to ideas so they can be presented, and create videos without a shoot. Here are some recent examples. The images and videos in this section were created with artificial intelligence; the idea, the direction and the selection are our team’s.
Visualising an event before producing it
Spaces, routes, moments and materials, seen as they will be. The client decides on concrete images rather than descriptions, and every detail is adjusted before it is produced.
JAECOO · Material generated for events
SHS-H dynamic launch
The day, scene by scene: the route with Madrid in the background, the reservoir, the presentation room, the press work area and the drive.
Lepas · Material generated for events
L8 press day in Madrid
Presenting the Lepas L8 to the press: picking up the journalists at Atocha station, the fleet ready to go, the briefing and the route through the city and the mountains.
Presenting an idea in context
A street activation or an installation is easier to judge when you can see it in place. With AI, the idea is shown in the very place it was conceived for.
Smeg · Material generated for events
Opening of the Barcelona shop
An idea to announce the shop: giant Smeg appliances clad in trencadís mosaic, in recognisable places around the city.
Creating videos without a shoot
Brand and product pieces for campaigns and launches, with the art direction and tone of each project.
nume · Launch campaign
Manifesto video
The piece UME Unión Musical used to present its new brand: music doesn’t begin on a stage, but in a neighbourhood shop and in that very first attempt.
Laboratorios Lacer · Launch
Lacer Aligner range video
Toothpaste, mouthwash, spray and foam for people who wear clear aligners, presented using the real product.
Adapting and organising content
We take pieces into new formats and handle specific tasks in preparing and reviewing content. Each application starts from a real workflow and clear validation criteria.
Choosing the application before the tool
AI can make exploration easier and open up production possibilities, but the result depends on the context, the references and the capacity to review. A visually convincing image can misrepresent a product; a fluent text can introduce information the brand has never approved.
That is why we first define what is needed, what must be preserved and how the result will be checked. We combine AI resources with design, photography or post-production when the project calls for it. The process adapts to the demands of each use, from an internal proposal to a piece ready for publication.
How we see artificial intelligence
Artificial intelligence multiplies the options. It doesn’t decide which one is right.
Every proposal is held to the same standard as any other piece from the studio.
More creative possibilities, with a person accountable for every decision.
Animation: dozens of generated proposals fill the space; a line of judgement runs through them, most fade out and only a chosen few reach the person who decides.
Clear Flow and Human First
We use artificial intelligence where it simplifies: exploring more routes, adapting variants, handling repetitive tasks. If a tool adds steps or doubts to the process, it has no place in it.
Every image and every text we deliver passes through the hands of someone with judgement. Technology broadens what we can propose; responsibility for what we deliver remains ours.
Review is part of production
Every project defines its references, authorised materials and the people responsible for approval. We assess the tools’ terms of use and the permissions the content requires. When a need for fidelity cannot be properly met through generation, we combine it with other resources or choose those instead. Usefulness is proven in the result and how it is applied, not in the number of variants produced.
How we bring AI in
Understand
We review the objective, the materials and any restrictions on use.
Clarify
We choose a specific application and define how its usefulness will be assessed.
Design
We develop the process and the first tests with shared references.
Refine
We review consistency, accuracy and quality, and correct the selected pieces.
Launch
We prepare the approved materials or the agreed workflow for their intended use.
Questions about AI applied to brands
Can AI be used without losing the brand’s identity?
It can be part of the process if there are clear references and review. Identity, product and tone have to be assessed in every piece; consistency is not preserved automatically.
Is all the content generated with AI?
No. We choose the right combination for the objective. A production can use real photography, design, generated resources and post-production, each with a different role.
Does it guarantee faster or cheaper production?
Not on every project. Preparation and corrections take time too. We assess its usefulness with a specific test and scope, bearing in mind the quality the final piece needs.
Let’s find an application that makes sense for your brand
Tell us what you want to produce or which task is getting in the way of the work. We’ll start with a specific need and a way of checking the result.
Let’s talk about applied AI