At the iconic venue of La Rural, the Sociedad Rural Argentina (SRA) faced a particular challenge: How to modernize its image without losing its deep connection to the Argentine countryside? In this context, our agency was called upon to create an experience that achieved this delicate balance. The solution: an innovative augmented reality (AR) experience designed specifically for television.

Under a starry sky, the constellations began to move, coming together to form the figure of a floating calf, which glided across the space, spinning through the firmament. This iconic figure, born from the very nature of the stars, represented both the legacy of the SRA and its desire to evolve.

The experience culminated seamlessly as the calf returned to the sky, and the logo of the Sociedad Rural Argentina appeared as a symbol of tradition and renewal. What began as a creative challenge—showcasing innovation for a traditional entity—turned into a unique opportunity for the SRA to connect with new generations and reaffirm its place at the forefront of the industry, while staying true to its essence.

Thanks to our creative vision and the power of AR technology, we enabled this historic entity to take a step into the future, while preserving its legacy.