Aegon Vivimos la salud

Aegon, the health and life insurer, opened a new brand territory focused on personalised care, under the line «Vivimos la salud como la vives tú». The starting point is simple: not everyone understands wellbeing the same way. For some it means seeing that the effort pays off, for others feeling active again or being back with the people they love. Aegon chose to create the whole image of the campaign with AI.

The campaign had to show many different ways of living health: profiles, places and situations that a conventional shoot would have needed several castings, locations and shooting days to capture. And in a sector where trust is everything, it had to feel close, emotional and human.

Produced like a shoot. Characters, wardrobe and locations were cast and approved with the agency and the client before a single shot was generated. Then came direction, editing, grading and sound, as in any commercial production, with director Sonia Ramirez and the Glassy AI Studio team.

One controlled platform. All imagery was created in Magnific Enterprise, which keeps a record of every generation. No character is based on a real person, and no Aegon or customer data went into the process.

The human part where it belongs. A professional voice artist recorded the voice-over, and sound design and mix were done at the Glassy studio. The ten outdoor images were worked in high resolution for large-format printing.

Three spots, adaptations for digital and social media, and ten large-format images. The campaign runs on connected TV and digital from 13 October 2026 and on a national outdoor bus circuit from 9 November. Strategy, concept and creative direction by La Despensa.