The brand learns to speak
Nada Menos starts telling people every day what got cheaper, with a synthetic presenter of its own. Generating the video was the easy part.
The product knows every day what dropped in price and at which store. That’s its job. The trouble is that this sits inside the app, waiting for someone to come looking, when it should be going out to meet people where they’re already looking. Building that piece by hand every day isn’t sustainable for one person, so the question was never whether to publish, but how to make the product tell its own story without me standing there.
Generating the video was the easy part; everything around it wasn’t. First, making the presenter the same person every time: asking twice for the same description doesn’t give you two photos of someone, it gives you two different people who happen to look alike. Second, making voice and lips line up: the drift is real, it changes with every take, and the eye catches it before you can say what’s bothering you — so I stopped judging it by feel and started measuring it. And third, the dullest and most important: deciding what deserves to be shown at all. A product that was wrongly expensive yesterday and is back to its usual price today looks like a great deal and isn’t. Publishing that daily erodes the one thing that makes a comparator worth anything, which is that you believe it.
What came out of it is a daily piece that builds itself from real prices, with a face and a voice that belong to the brand and to no one else. It’s the first time the project speaks outward instead of waiting to be found, and I suspect that’s going to change what I ask of the product from here on.