Seguros Bolívar and Leo Constellation launch 'In Theory', a campaign that uses AI, characters, and scenarios generated with Google Veo.
Seguros Bolívar, in collaboration with the Leo Constellation agency, launched a new season of its “In Theory” advertising campaign.
For the first time, the insurer incorporated generative artificial intelligence tools into the production of two commercials for movie theaters , which will be shown during the premieres of Jurassic World and F1.
The ads were developed with a 100% hybrid production: the creativity of the human team was enhanced with tools such as Google Veo 3 , technology that allowed the generation of video sequences, virtual characters and digital scenarios, subsequently edited by a professional team.
This technological combination allowed for a cost reduction of more than $100 million pesos per commercial , while optimizing time and resources without compromising the cinematic quality or the emotional impact of the pieces.
Google Veo 3 generated scenes, characters, and settings assembled by a professional team. Photo: iStock
Although artificial intelligence played a key role in the production, the narrative was developed by the creative team. AI tools served as an extension to experiment with different scripts, visual effects, and emotions within a tight production timeframe. The process included the following steps:
- They worked with Google Veo 3 technology, capable of generating video sequences of up to 8 seconds, which were then assembled by an expert editing team to create the complete narrative.
- They defined the desired visual elements for each scene in detail, experimenting with the AI's reinterpretation of each adjustment. The challenge was to avoid image distortion when modifying instructions.
- They created virtual characters and sets, and real voices were cast, adding greater realism to the pieces and thus developing ideas without large-scale productions.
- Although Google Veo 3 allows music and voices to be generated, these outputs are monophonic. Therefore, once the scenes were generated, we worked with a sound production company to add professional sound design, including effects like the dinosaur's growl, to give it a more attractive and immersive atmosphere.
- They went from having a single version of the script to exploring multiple creative alternatives in minutes.
- They analyzed which phrases, emotions, and rhythms best connected with the audience, optimizing the narrative.
- The final process combined editing, assembly of pieces, and sound mixing to achieve a streamlined, cinematic result.
AI enabled experimentation with multiple scripts and emotions in short production times. Photo: Istock
“In the advertising industry, AI doesn't just generate: it also learns, enhances, and amplifies what we're capable of creating. This campaign demonstrates how technology can elevate human ideas, not replace them,” said Paola Suárez, Vice President of Marketing and Service Platforms for Seguros Bolívar, Ciencuadras, and El Libertador.
Regarding the narrative approach, Suárez added: “We wanted to move away from the solemn tone that insurance brands typically use. This campaign is based on a simple truth: we all have a plan… until life changes everything. And when that happens, it's key to have real support to help you move forward.”
Campaign based on real-life situations with pop culture elements The commercials reflect everyday situations where theory doesn't match reality, aligned with the context of the films currently playing . The proposal seeks to create a distinct advertising experience, using cultural references and humor as ways to address themes such as trust, foresight, and the ability to adapt to the unexpected.
Evolution in brand communication The "In Theory" campaign is part of an ongoing strategy of communication innovation. After projects like "Live Risks," focused on digital environments, this new installment represents an evolution toward more agile formats connected to contemporary language. The integration of artificial intelligence reinforces the focus on experimenting and exploring new ways of telling stories.
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