Journal
Notes from the studio.
Aztecamurai: a new way to imagine Mexican cinema.
Some projects start as an idea. And others, from the beginning, seem destined to generate conversation. Aztecamurai belongs to that second group, a mix of genres, references and tones that doesn't look for a category to fit into, but builds its own. With Iñigo Abaroa directing and starring, and Aarón Díaz joining the cast, the project uses AI as narrative language, not as gimmick.
Filming without a trace: B Corp, zero plastics, and why set is where it's decided.
For years, sustainability in production was a comfortable conversation, something mentioned in pitches, rarely in operations. At Selva it started differently: not as a marketing strategy, but as an operational discomfort. Notes on what changes when you stop offsetting and start redesigning.
La Oficina México: tone as craft decision.
We shot the campaign and launch stills of La Oficina México with Amazon Prime Video and Ignition Creative. It wasn't a promotional piece — it was the advertising extension of a universe just being born. Notes from a set where tone was guarded in every glance.
Always On: what the industry calls the new model isn't that new.
It's not a bigger campaign. It's the end of the campaign model. Always On is continuous production, an embedded team, 90-day editorial planning, over a hundred deliverables per shoot. Brands already on it grow 3.5x faster and cut per-piece cost by 60%.
The Mentiras Marketing Day: one day, a full campaign.
The format was born in the convergence of platforms, e-commerce and branded content. Brands stopped producing isolated pieces and started building ecosystems, one idea that adapts to multiple formats, audiences and channels. Here's how we execute it at Selva.
Generative AI in production and post: what we use, what we don't, and why.
The conversation about AI in the audiovisual industry has gone binary, total revolution or absolute rejection. Neither describes what's really happening. What we're living isn't a substitution of creativity: it's a transformation of the process. And understanding that changes everything.
Hot Sale 2025: the match as a pretext.
Hot Sale doesn't start when you see a promo. It starts when someone at home says "Hot Sale's coming." We produced the full campaign with Amazon México and agency Isla, not a product list, a lived moment.