São Paulo, August 2026 – Breaking away from the traditional tone of educational marketing, Oficina do Estudante School has launched its new enrollment campaign starring former Brazilian basketball player Hortência Marcari. The project stands out for its hybrid production workflow, combining a layer of generative artificial intelligence developed by AI-native studio Not Brand, traditional live-action filming at the school’s campuses produced by Casa das Máquinas, and visual effects created by Cêpa Studio.
The film draws inspiration from the visual style and emotional impact of major sports commercials. Rather than using technology as a replacement, the campaign employs AI in selected scenes to seamlessly connect the live-action footage, allowing the narrative to unfold as a single, cohesive film without viewers noticing where one technique ends and another begins. The campaign will air on broadcast television, digital media, and social platforms, reaching audiences in Campinas and throughout its metropolitan area.
“For us, the story is always what matters most. This production demonstrates exactly how we see the future of audiovisual storytelling: tools that don’t compete with one another, but complement each other, with each one being used precisely where the narrative requires it,” said Amanda Talli, CEO and Director at Not Brand.
“This type of project shows just how important ideas are in relation to technology. The goal is always to achieve the best possible production results, and this new workflow—using all the tools we have in sync—significantly expands both our technical capabilities and the final outcome,” added Fellipe Rinschede, Co-Founder and Creative Director of Cêpa Studio.
The campaign also reinforces Oficina do Estudante School’s positioning as an institution associated with academic excellence and innovation.
