- IDOCIA
Every ’empanada’, a story. When simplicity connects.
- By felipe san juan
We live in an industry obsessed with novelty, speed, and efficiency. And yet, the brands that truly leave a mark are the ones that understand something very simple: people don’t remember messages, they remember how those messages made them feel.
At Christmas, this becomes especially evident. It’s a time of year filled with symbols, with reunions, or absences, and with shared memories. Not everyone returns to the same place or sits at the same table, but we all seek, in one way or another, to feel at home.
And that’s where creativity carries a responsibility: not to exaggerate, not to disguise, not to sugarcoat… but to look at everyday life with honesty.
‘Every empanada, a story’: when simplicity connects.
Our latest project with Empanadas Malvón, “Every empanada, a story”, is born precisely from that point of view.
The idea is very simple: to show how something seemingly small, sharing an empanada, can become a bridge to past moments. An improvised dinner with friends, a family table spanning generations, an almost empty office before the holidays, a reunion far from home that, for a brief moment, feels close again.
No grand speeches, just recognizable moments. The kind we’ve all lived, and that, without quite knowing why, stay with us.
And what role does AI play in all of this?
At Oysters AI, we often repeat one idea: artificial intelligence should not replace emotion, but amplify it.
In this project, AI is not the hero. It is a tool. It helps us optimize processes, take care of the details, and explore visual and narrative possibilities… but the heart of the work remains human. Because technology, on its own, does not remember. We do.
AI truly makes sense when it is put at the service of stories that speak about memory, identity, and connection. When it helps a brand do more than sell a product, when it helps it create a feeling.
The true value of the artisanal.
There is something deeply contemporary about reclaiming the artisanal. In an accelerated world, what is made by hand, with time, care, and affection, almost becomes an act of resistance. And perhaps that is why it connects so powerfully with memory. Because the most important memories are rarely immediate or perfect. They are imperfect, warm, and human.., like the stories we share around a table.
Looking back to keep moving forward.
Growing older isn’t just about adding numbers. It’s about recognizing the path traveled and understanding that every stage leaves its mark. As creatives, as technologists, and as people, we believe that looking back is also a way of moving forward.
If the creativity of the future wants to remain relevant, it will have to keep talking about these things: people, memories, shared moments. And if AI is going to be part of that future, as we believe it will, it will have to come from a place that is honest, sensitive, and deeply human.
At Oysters AI, we believe in a well-guided, sensitive, and human approach to AI. It is what we call Crafting AI, a way of creating visuals in an artisanal manner, with soul.
Would you like to explore how this technology could be applied to your brand?
Get in touch at:
I’d be delighted to have a conversation with you.
From all of us at Oysters AI, we wish you happy holidays!
