À Punt uses AI to create its New Year's spot

The company Modulor Ventures takes advantage of different generative AI tools to create 'Brindis de l'Esperança' ('Toast of Hope'), an animated piece focused on Dana with which At Punt He wanted to congratulate his viewers on the New Year.

The audiovisual piece of 35 seconds has to Utiel as a protagonist representing all the people who suffered the tragedy of October 29, 2024. In this way, the public chain wants to “recognize the strength and resilience of citizens” after suffering the ravine disaster that devastated the Plana de Uti and l’Horta Sud. The company Modulor Ventures signs this animated creation that is in line with the aesthetic lines of large national advertisers, such as Movistar or Iberdrola. In fact, this agency works in the corporate field with companies such as Inditex, Repsol and Iberia.

Toasts of Hope is defined as a “short, intimate and collective story about what happens after the storm: reoccupying the square, looking at each other again, toasting together again." The narrative is articulated as a mini visual fable. It begins in the everyday: a square inhabited by simple and recognizable gestures, anonymous people who could be anyone. Without stridency, the atmosphere changes; the light cools, the rain comes and the space empties. The conflict is not shown explicitly: it is the silence, the water and the absence that speaks. In that void A symbol appears, a floating grape, which condenses “tradition, fragility and continuity.”

The references of the À Punt piece, with wooden characters, visible grains and puppet joints, dialogue with the animation of Time Studios and with works like The book of life, in its use of color, popular culture, and emotional symbolism. It is also inspired by the Christmas specials of European public televisions, where animation is used to talk about the collective and accompany the viewer. In addition to the congratulations on the network itself, this spot will have coverage on networks and digital media in the Valencian Community.