November, 2025, Málaga, my friend Giovanni flew in from Bologna for the Upscale Conf. Between talks and tapas, he spotted something that instantly caught his eye: “Fanta Sandía.”

Now, here in Spain that’s nothing new… but in Italy? Not even on shelves. That curiosity was the spark.

He asked me to show him how I use AI tools for creative production. And what better demo than doing it live? So I took out my phone, snapped a photo of the can, and built a full creative AI workflow in Runway, generating different scenarios, moods, and short clips as if it were a real commercial.

Of course, there was no brief and no intention to make a spec ad. The idea was simple: From one casual photo at home, you can create a whole world of possibilities. I started showing him how I think through the creative process, then kept working on it on the train back to Alicante. AI isn’t about replacing creativity. It’s about expanding it, faster, freer, and more playfully.