Wise Innovation, the Chilean company of ‘meta-marketing that seduces Disney, Marvel and Shakira
While the world is still divided between fear or trusting artificial intelligence (AI), Chileans Igal Weiztman, 45, and Mariana Pardo, 44, both from Santiago, chose the way to turn it into their ally. Wise Innovation Studios founded in 2020, the first study of ‘Meta-Marketing in Latin America that performs immersive advertising experiences and whose proposal has already conquered giants such as Disney, Marvel, Unilever, Samsung, L’Oréal, Pepsi, and even the Shakira singer. “All digital revolutions are accompanied by fear, but it is very serious to be left behind. You must be curious,” says Weiztman, general manager of the startup.
That curiosity made them develop their own technologies. Among them, a call “portals”, which offers the possibility of ‘teleporting’ through the use of smartphones around the world: tourist destinations, shops in Paris, New York or Milan. The formula, called by its creators ‘Mobile digital teleportation’, allows an interaction between companies and customers that opens purchases and promotions alternatives.
But it is not the only innovation that they use. In the commemoration of the Mickey mouse centenary in Disney, in mid -April, they designed hyperrealist digital advertising: the animated character seemed projected in the skies of Santiago for more than 10,000 drones. What was seen in that video – which added millions of views in just a few hours – did not happen in real life, but was created digitally with artificial intelligence, computer animation and 3D technology.
The passion for merging the virtual with the real led to the emerging company, in January, to recreate a hologram of Violeta Parra – fallen in 1967 – to interpret with its granddaughter, Javiera Parra, the emblematic song Thanks to life During the inauguration of the future Congress 2025. But they have also turned the Entel tower into a burning torch during the Pan American Games 2023, launched to the streets of Paris a virtual mining truck to accompany the Chilean delegation in the 2024 Olympic Games, and now they are present in the world tour of Shakira, Women no longer crywhere the Colombian singer incorporates holograms, like a wolf, in her concerts. “We are the only ones who perform these pieces with artificial intelligence in all layers of developments with original strategies,” says Weiztman.
Everything is part of a trend that consists of a type of advertising that uses technologies, mainly the computer generated image (CGI), to generate campaigns that seem to be in public spaces, but that never existed in the real world. This is called by Wise’s team as’ AI. Virtual Out of Home ‘, which tries to distance itself from the concept’ Fake Out of Home ‘for considering it with a negative semantic connotation.
From a rain of ideas to expansion
The brains behind the startup, who were university colleagues in Chile, remember that they had the idea of changing conventional campaigns – Cárotles in buse stops, television ads and others – for other disruptive about two decades ago, when they worked together in New York. “I came from the creative and IGAL side of the advertising area of the cinema, and we had a good understanding. We had many tools, artistic knowledge, or that tone that is needed to perform a campaign with many looks. At that time it was booming YouTube and there was a great migration of the marketing budget to digital areas,” says Mariana Pardo, who occupies the position of Creative General Director of the company.
But 20 years passed for Wise to formally born. He big Bang De la Startup was promoted by an encounter with Amanda Rubin, then brand vice president and content of the Goldman Sachs analysis firm, in a Wall Street building. After a rain of ideas and reflect on the future of cell phones, they made the decision to advance. “We already knew that the gaze should be put in technology, mixed with creativity and marketing. Bringing a new business model has us on the crest of the wave,” says Pardo.
They have installed equipment in cities in Chile, Colombia, Peru, Mexico, the United States, France, and want The hundreds of thousands of layoffs in the technology industry.
They are not yet close to being unicorns – emerging business valued at 1 billion dollars or more – such as Notco, Betterfly or Cornershop, which were founded in Chile; But some investors have made purchase offers of percentages that do not involve Wise control. “So far we have not accepted. Our focus is to constantly reinvest to create and develop platforms, ecosystems, technologies and strategies with a focus on the future,” says Weitzman.
It is not an agency, it is an innovation study
In Wise they are not defined as an advertising agency, but as an innovation and ‘metamarketing’ study. In fact, they consider that they became a third actor in this industry, which do not compete with traditional agencies, but help amplify campaigns to reach more people. And they claim that their purpose is to modify the “traditional triangle” of marketing because, instead of promoting a product directly, they offer an innovation experience linked to the digital revolution.
The effect, according to Weitzman, would be a kind of reincantation with brands through the use of technologies such as the augmented reality that allows users to discover endless inventions. “It is a virtuous relationship because it is no longer a brand forcing you to consume, but telling you: ‘Here we are to make you live new experiences with us,” summarizes the Chilean publicist.
