AlmapBBDO / Livelo
Livelo VIVA
Branded ContentAI + Live Action
AlmapBBDO / Livelo
Overview
Branded content for Brazil’s largest loyalty platform, where 47 million people turn points into products, travel and cashback. A catalogue that big cannot be shot. It has to be built, and the pipeline is what makes the scale affordable without making it look cheap.
The films
Livelo ran as a pair. Ponto Final came first, then VIVA. Both are built the same way, because a catalogue of that size cannot be photographed: it has to be constructed, and the pipeline is what keeps the scale affordable without letting it look cheap.
The build
The film runs as a single hybrid take, live action and AI in the same shot. It was built backwards, from an edit assembled before anything was filmed: ultra realistic concepts set the whole execution before a camera moved. The actors were shot on chroma key following a virtual camera track built in 3D, which is what keeps the move precise and continuous. In post the live plates were integrated into a world generated with AI, and ordinary objects, an oven, an air fryer, become the portals that carry one scene into the next without a cut.
Making of
Shot vertical for the feed while the film was being made: the chroma stage, the virtual camera track, and the way a real plate ends up inside a world that does not exist.
AI usage
A hybrid film in the strictest sense: live action and generated imagery share every frame, continuously, first second to last. There are no cuts, no alternation between real passages and generated ones, and no point where one hands off to the other. Every actor on screen is a real person photographed on set, their faces, bodies, costume, performance and the light falling on them captured rather than generated. Every environment around them was generated in post, from layouts the art direction team drew before any image existed. The two are not intercut. They are composited together, frame by frame, across a single unbroken camera move.
Where AI was used
Sets, environments and transition elements, generated in post once the acting takes and the art direction layouts were approved.
Where it was not
Script, casting, direction, performance and edit. No actor was generated or altered. There are no synthetic performers. No AI in voice, music or sound design.
How it was driven
Image conditioned, not text driven. Each environment derives from the production's own approved layouts, from frames captured on set, and from the 3D previs supplying the camera path. Prompting was corrective only, adjusting material, light or detail inside a space already designed. The AI was never asked to invent a shot, only to render one that had already been designed, along a move already locked, around a performance already shot.
Tools
Higgsfield, Freepik and Weavy for image and video generation. ComfyUI hosted a workflow built in house for this project, which orchestrated generation and held look, lighting and spatial continuity consistent across the sequence.
Integration
Done by hand in Nuke, Flame and After Effects: transitions, element replacement, tracking and rotoscoping. Because the two occupy the same frame rather than taking turns, the hybrid is sustained continuously rather than assembled at cut points. The continuity of the one shot is frame by frame human compositing, not automated generation.
Rights and consent
Every input was original to this production: the art direction's own layouts and concept work, the 3D previs built for this film, and the footage shot on set. No third party imagery, no scraped reference, no existing artist's work. All actors were contracted for the production and consented to the use of their likeness.
Credits
Client
Livelo
Campaign
Viva. Pontue. Repita.
Agency
AlmapBBDO
Chief Creative Officer
Pernil
VP Creative
Fernando Duarte
Henrique Del Lama
Executive Creative Director
Pedro Corbett
Creative
Alex Jun
Augusto Meira
Jones Stecca
Tales Bahu
Agency Production
Diego Villas Bôas
Vera Jacinto
Patrícia Mota
Image Direction
Mariana Valverde
Head of Creative Technology
Lilian Cavallini
Image Production
Vetor Zero / LOBO
Direction
Tango
Executive Direction
Gabriel Nóbrega
Executive Production
Francisco Puech
Fernando Alcantara
Project Direction
Márcia Guimarães
New Business Direction
Luiz Braga
Project Management
Rubia Elias
Stella Balboni
Director of Photography
André Faccioli
Second Assistant Director
Luiza Matravolgyi
Art Direction
Quim Corsiglia
Art Production
Mira Andrade
Prop Production
Dani Chiquito
Production Direction
Rodrigo Guimil
Production Assistant
Thiago H Strassalano
Costume
Marquinhos Cherevek
Casting
Thiago Arraes
Make-up
Marcella Leme Ferreira
Post Production Coordination
Tatiana Caparelli
Ana Mendes
Edit
Ortiz De Zárate
Assistant Editor
Samuel Chuengue
Motion
Luiz Albere
Compositing
Diogo Girondi
José Eduardo Ambrósio
Cadu Cipolla
AI Artists
Thatiana Climick
Thiago Silva
Patrick Lima
Rodolfo Roth
Diego Fontanella
Gisele Scheibler
3D Coordination
Marisa Ditleff
3D Animation
Michael Maron
3D Production
Origo Lab
Colour
Bleach, Ian
Finishing
Livia Portugal
Tatiana Caparelli
Suite Assistants
Fábio Augusto
Isabela Balbo
Marcos Tavares
Sound
Punch Audio
Sound Mix
Gustavo Guanaes
Ian Sierra
Rodrigo Tuchê
Voice
Cacá Manica
More work
