Humana Launch: Back to Basics in the Age of AI
After a first year of consolidation, Matías Arbizu, Itatí Falabella, and Fiorella Rimoldi officially present our new vision: an agency born at the intersection of creativity, production, and technology to make brands more human.
Humana is more than just a name; for us, it is a statement of principles. In a context where artificial intelligence is no longer a promise but a reality that permeates our entire industry and its disciplines, we have decided to champion humanity as a differentiating factor. Not in opposition to technology, but as a horizon: to create more human brands in an increasingly algorithmic world.
After a year of quiet work, building relationships with relevant clients and brands such as Danone, Telecom, Avon, Natura, Federación Patronal, and Fundación Pensar, the time has come to open ourselves up to the world. Matías Arbizu, CEO; Itati Falabella, CPO; and Fiorella Rimoldi, CCO, partners and founders of Humana, are launching this new phase: a new website, a revamped identity, and a clear manifesto: Humana was created to occupy a specific place in the industry. This convergence of creativity, production, and technology is not just a tactical intersection: it is a new way of operating, a new mindset where the idea, execution, and innovation are thought of from the beginning as a single system.
And why is this key? Attention is and will increasingly be a scarce resource, and today creativity needs technology to generate impact. Furthermore, scale no longer has to sacrifice quality, and times are changing faster than processes.
We operate 100% remotely by conviction, which gives us access to a decentralized network of incredible talent, allowing us to scale and adapt to any scenario. We are integrating artificial intelligence into our entire workflow, from ideation to final delivery, with an emphasis on continuous innovation. But at the heart of it all are the humans at Humana, a multidisciplinary team that comes from different worlds—film, start-ups, advertising, political communication—and that creates a unique synergy here. Our goal is not to look like the future, but to build a smarter, more emotional, more human present.
Welcome to Humana.
