YPF –
Shell
Production
Client: Raízen Argentina
Agency: Latpro SA
Production Company: Jabalí Estudio
Role: Creative Lead AI
Year: 2026
For the World Cup, we developed an internal training and communication piece for Shell, together with a creative team, using AI to bring a new promotional campaign and app features to life. Built around the concept “Generators of Encounters,” the piece positioned Shell stations as spaces where people, journeys and shared experiences come together. I led the creative direction and storytelling, defining the visual language and guiding the use of generative AI. Together with the creative team, we built a dynamic visual world combining AI-generated video, animation, motion graphics and editing. The result was an internal training piece designed to translate the campaign concept across digital and mobile formats.
Credits
Jabalí Estudio
Creative Lead Clara Berardi
Copywriter Clara Berardi & Juana Palazzi
AI Image & Video Generator Juana Palazzi
Editor Mateo Erli
Voice Tomás Alonso
Graphic Design Clara Berardi
Motion Graphics Mateo Erli
Shell
Marketing Director, Raízen Argentina Carolina Wood
Customer Satisfaction Sr. Analyst Alejo Boggiano
Latpro SA
Director Pablo Hernan Masic
Creative Production Manager Malena Masic