UESO Directors and Wabi Productions Partner on Vicky’s New Campaign Starring Belinda

Belinda, Popper, and a licuachela: UESO Directors and Wabi sign “Pasado de Mexcla” for Vicky’s

The duo developed the campaign’s visual universe alongside Draft, combining live-action filming and artificial intelligence to deliver five hero commercials in two days.

Vicky’s launches Gomichela, its new flavor, with “Pasado de Mexcla”, the campaign by Draft that revolves around a single question: what is your perfect mix? The piece stars Belinda, was produced by Wabi Productions, and directed by UESO Directors, the duo comprised of Ernesto Yatdefacap and Martín Jernandeiz. In a two-day shoot, combining live-action filming and artificial intelligence, they delivered five hero commercials, created by Draft and designed by UESO.

From concept to universe

Using Draft’s concept, Belinda, and a new product as a starting point, UESO developed a story built on what the public already knows about the singer: her humor and her memes. The duo proposed adding Popper, Belinda’s dog who became one of the memes of the year, making him a central part of the story. “We pay close attention to what goes viral. We knew Popper could elevate the story, and Belinda loved the idea,” they share.

The universe is rounded out by characters with licuachela heads, designed by the duo. The licuachela was born in the impromptu parties of Tepito, featuring DJs who mix reggaeton and electronic music—an urban Mexican scene where Vicky’s plays a central role. “We wanted it to feel real and urban without losing the fantastical element. We wanted the ‘pasado de mexcla’ (over-mixed) aspect to be literal: the commercial surprises you second by second.”

To showcase the product, the duo proposed adding tabletop shots. “There was so much flavor mixed into these beers that we had to show it.” It is a field they know well: for years, they hung potatoes from threads and spun cameras in slow motion to capture the exact fall of the powder. With Gomichela, they took that artisanal know-how to another level, transforming it through artificial intelligence.

Filming with strategy

That is UESO’s logic: AI doesn’t replace the craft; it builds upon it. “We shoot everything we can, with real people and real expressions. The technology comes in later, in post-production, as just another tool—only now, this tool, used with the right judgment, expands the production’s reach to levels that were previously unthinkable.” They handle the post-production end-to-end themselves.

The method was evident in the production, which they designed alongside Tomás Agüero, the duo’s executive producer. “We worked in detail with Tomas to maximize our resources.”

Day one was a full commercial shoot with Belinda. It was adjusted to the artist’s schedule, and the hybrid technique made it possible to make the most of every hour on set. Day two was a hybrid set with few actors, a reduced crew, and a simple setup. The result: five hero commercials with top-tier cinematography.

“What we enjoy most is taking a brief and finding the techniques that best elevate the idea, the budget, and the image. And Vicky’s is a very Mexican brand, the kind we’ve always wanted to work with,” say Yatdefacap and Jernandeiz. “Today, the question is no longer whether to use AI or film, but how to combine them so that an idea yields more without losing its soul. That’s what we want to keep doing with more brands.” They also highlight their work with Draft, which opened the door for them not just to direct, but to build the creative vision alongside the agency.

About UESO Directors

Yatdefacap and Jernandeiz have been working together since 2011 and have shot for Adidas, Porsche, McDonald’s, and PepsiCo. Directing celebrities is one of their specialties: before Belinda, they worked with Eugenio Derbez for Amazon and Omar Chaparro for Mercado Libre. Since last year, they have been part of Wabi, where they create advertising, vertical content, and entertainment. “Alan Suárez and Wabi bet on us for a project of this scale, and that trust gave us the freedom to propose ideas.” Their method is designed so that every project, big or small, delivers more than the budget promises.