Still Makes It

Mercado Libre

Working on Mercado Libre’s regional Christmas commercial was a crazy opportunity: a TVC running across Central and South America. We found that December is chaotic everywhere, a month when you feel like you can’t make it anywhere because there’s too much to do. That’s where Mercado Libre comes in as the saver: we still make it to your door, even in the busiest, craziest holiday season. This was my first 100% AI TV commercial. What seemed like a challenge became our biggest advantage: we used AI to bring the chaos to life, following our character as he races from one place to another, trying to get everywhere on time.

Agency

GUT Buenos Aires

Type

TVC

Year

2025

Role

I played a key role in the project from briefing and concept development through scripting and writing copy for all the campaign assets. I participated in the production, collaborating on a 100% AI-generated shoot and developing new ways to direct, provide feedback, and shape the edit.