Visual system + performance in financial services
Podemos Progresar
Product and performance work for financial services.
card-marca-podemos-progresarThe process
I joined the product department and followed the build stage by stage, along the roadmap. This is a financial product for a low-income segment, so the governing constraint was trust: recognizable settings and faces, and language that removed friction. This is an audience that distrusts, and with reason.
That is where Chava and Liz came from — two promoters who accompany members at different points of the communication. Being recurring characters, continuity stopped being a detail: same features and same brand garments, piece after piece. It was solved with character sheets inside a workflow of my own, essential for video to come out consistent.
caso-podemos-progresar-proceso-1The scenes carry dialogue, and the care there went into intonation and the real slang these women use. Everyday and close, without victimizing them or treating them as if they would not understand. It is one of the most human brands I have worked with, and the one that showed me a kind of advertising that is rarely made: nothing fancy, but true.
Where I learned the most was the Podemos Progresar site, built with vibe coding. I then carried that skill into landing pages adapted per marketing territory, with the character holding from end to end: from the ad to the landing, one single system. All of them connected to Meta and WhatsApp, with server-side validation and protected credentials.
caso-podemos-progresar-proceso-2Image creation
All casting and locations were generated with AI. For this audience, financial advertising that looks too polished raises suspicion, so the art direction rested on three decisions.
Tight framing, direct gazes and calm microexpressions, which is where trust anchors. Lived-in settings — uneven natural light, worn textures, spaces with use — where the aspiration is the stability of your own business or a kitchen that gets used. And an exact, dignified phenotype of the Mexican woman: this segment has a relentless radar, and a single slip of plastic skin or a dead stare sets off the fraud alarm.
Consistency and organic texture come out of a controlled workflow: bases in Midjourney, composition control with Nano Banana 2 and Pro, and skin and asymmetry recovery with Magnific on selected pieces.
caso-podemos-progresar-proceso-3Instructional design
The challenge was teaching financial processes and a new app to women aged 40 to 60 with a wide technology gap, in a context where getting it wrong creates financial anxiety. Manuals and static screenshots multiply the friction.
2D and 3D animation became the whole instructional architecture. Grounded in cognitive load theory, every complex flow breaks down into micro-interactions taken one at a time. The system lowers the objection to anything complex while keeping the adult tone these users demand.
caso-podemos-progresar-proceso-4Node-based video
The enemy of generated video is inconsistency: a face that shifts between shots destroys this audience’s trust in a second. The workflow was anchored to master sheets.
Before animating a single frame, character sheets and location sheets are locked down, static and highly detailed. That is where the exact empathy of a face and the degree of imperfection in a setting get calibrated. Those assets enter the node workflow as a strict starting point for video conversion, and the motion models inherit the lighting, textures and physiognomy already defined.
The result is continuity across cuts: the same user, in the same home, moving through different steps of the financial process in different videos. On top of that workflow we tested agentic methods over MCP and API, assembling a pipeline able to produce at scale.
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