Hybrid CGI & AI Production for Branded Entertainment
CLIENT: Alpina
PROJECT OVERVIEW
Lactolia is a branded web series developed by Alpina that combines humor, animation, technology and storytelling to connect with new audiences through an innovative digital format.
Designed as an experimental entertainment property, the project blends character-driven narratives with a unique visual language that combines traditional CGI production and artificial intelligence workflows.
Madness was responsible for the complete 3D modeling and visual development of every character featured in the series.
Creating a successful branded entertainment project requires more than simply promoting a product.
The challenge was to build a believable universe populated by memorable characters capable of sustaining multiple episodes while maintaining visual consistency and audience engagement.
The visual identity needed to feel playful, contemporary and technologically innovative while remaining aligned with Alpina's brand values.
Madness developed the complete CGI character pipeline for the project.
Each character was modeled, designed and refined with special attention to silhouette, personality, materials and facial expression.
The objective was to create a cast capable of supporting storytelling while remaining visually distinctive and emotionally engaging.
At the same time, artificial intelligence technologies were used to generate backgrounds and animated environments, creating a hybrid production workflow that combined the strengths of both CGI and AI.
Every character was created from the ground up through a custom 3D production process.
This included:
• Character Design
• 3D Modeling
• Look Development
• Material Creation
• Facial Design
• Expression Development
• Visual Refinement
The result was a unique cast of digital characters capable of supporting long-form branded storytelling.
One of the most innovative aspects of the project was the combination of traditional CGI production and AI-generated visual content.
While all principal characters were modeled and developed in 3D, artificial intelligence tools were used to create environments, backgrounds and supporting visual elements.
This approach enabled faster production while maintaining artistic control over the most important storytelling assets.
Modern audiences increasingly engage with stories rather than traditional advertising.
Projects like Lactolia demonstrate how brands can build stronger emotional connections through recurring characters, serialized content and entertainment-driven communication.
Instead of interrupting audiences with advertising, branded entertainment creates value through engagement, humor and storytelling.
• Character Design
• 3D Modeling
• CGI Production
• Visual Development
• Branded Entertainment
• AI-Assisted Production
• Look Development
• Digital Character Creation
• Animation Pipeline Support
Lactolia successfully demonstrated how brands can combine CGI, artificial intelligence and storytelling to create new forms of audience engagement.
The project established a distinctive visual universe capable of supporting long-term content development while reinforcing Alpina's innovative and experimental spirit.
CREDITS
Client
Alpina
Creative Direction
Andrés Marantá
Marketing
Gabriela Winkler
Cristina Iregui
CGI Character Production
Madness Studio
Madness is a creative production studio specializing in AI Film Production, CGI Commercial Production, Character Design, Product Visualization and Commercial Animation for global brands.