Clearly, the freedom to create without restrictions and the exposure of our work to the international creative sector. As soon as the brief landed in our hands, we knew it was a great opportunity to have fun and bring out the best of the agency’s talent.

The theme of the campaign, “Agents of Change,” was more than enough to fire up our imagination. We felt a strong urge to give tangible form to that idea. Our minds quickly turned to all-powerful characters like Dr. Manhattan from Watchmen, or retro-futuristic aesthetics like Metropolis by Fritz Lang, as references to shape the characters that lead the campaign.

At Morillas, we believe deeply exploring the creative concept is essential—it becomes the foundation for every decision that follows. Once we laid that groundwork, it was all about bringing it to life in a way that met the expectations of an audience as demanding as the creative industry.

Once again, “Agents of Change” was the spark. Beyond personifying the concept, we asked ourselves: what is the most disruptive change agent today? The answer was clear—artificial intelligence.
From that moment on, any other approach felt inadequate. We decided to embrace AI and let exploration lead the way.

Like most things in life, it was a constant process of trial and error. Often, you don’t have enough time to explore new tools in a fast-paced project, so we treated this ADCE campaign as a golden opportunity to learn, iterate, and enjoy a creative journey that’s anything but linear—and demands ongoing reflection.
In a way, AI mimics human behavior. Collaborating with it can feel similar to working with other creatives—you never know exactly what you’re going to get.

A wide range of visual stimuli emerged—textures, lights, colors, shapes… The creative process turned into a sort of evolving collage, where mismatched elements slowly found their place and grew into coherent scenes.
We fused, edited, and re-fed AI with its own outputs to provoke new interpretations. That way of working reactivated a playful, almost instinctive kind of creativity.
Even the image generation method itself—inspired by diffusion models—ended up influencing the visual aesthetics of the campaign.

We didn’t balance it—we integrated it. From the start, we gave ourselves the freedom to create characters that, while visually cohesive, had distinct formal and expressive traits, embracing their diversity.
We also created dreamlike backgrounds that allowed us to play freely with movement, color, and texture. Both decisions significantly streamlined the production process.

There’s a lot of misinformation on this topic. Entire campaigns are sometimes marketed as AI-generated when, in reality, AI was only used in isolated parts of the process.
This distorts expectations and can place unnecessary pressure on creative teams. We need to understand AI as a tool that enhances ideas—not a formula to follow blindly without considering the real needs of a project.
At Morillas, we were clear from the start: if we were going to work with AI, we would integrate it into every possible stage of the process, to truly explore its limits and assess its real value.

We don’t know what the future holds, but right now, AI still reflects us. Creativity is what gives a campaign feeling—not necessarily humanity, but depth. A creatively flat campaign made by humans will feel just as uninspired as one made with AI.
What matters is the vision, the intention, the energy behind a project. At Morillas, we like to say our work is human powered.

That Skynet is going to take all our jobs… Our view is that we’re still in an uncertain phase when it comes to how the creative industry will adapt to a tool as transformative as AI. But if there’s one thing we’re sure of, it’s that human adaptability is still the most powerful tool we’ve got.