Pescanova aimed to reinforce the direct connection between the high quality of its seafood and its authentic Galician origins. Through their new «Depende» campaign, the brand wanted to honor its deep maritime tradition and the dedication of its fleet. The goal was to showcase the entire journey of their product, from the high seas where real captains work tirelessly for weeks, all the way to an appetizing, perfectly cooked meal at home, proving that true quality depends on experience, care, and know-how.
The campaign required capturing two completely contrasting worlds: the rugged, dynamic environment of Pescanova’s real fleet fishing in the middle of the ocean, and the warm, inviting atmosphere of a home kitchen. The main obstacle was that we had only a single day to shoot the entire commercial in Madrid. Furthermore, the client deeply wished to feature one of their real, veteran captains in the spot. The logistical impossibility of bringing a working captain from the deep sea to a Madrid set for just one shot threatened the core authenticity of the project.
We overcame these hurdles through a groundbreaking hybrid production model, blending our 15 years of food styling expertise (Tasty Studio) with Generative AI. We created hyper-realistic, dynamic AI backgrounds of Pescanova’s actual fleet and bustling ports, integrating our live-action actor seamlessly. For the ultimate cameo, we used a single mobile phone photo of a real captain currently at sea, utilizing AI to clone and animate him giving a salute on a boat amidst splashing waves. Finally, back on the physical set, we shot the perfectly plated, mouth-watering product. Together with the agency El Primo Marvin, we turned a massive logistical challenge into an innovative and unprecedented success.
