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iPad, Paper and Scissors. Mix Media Emerges as a Creative Alternative
It’s becoming increasingly hard to surprise anyone with what we see on social media. Fortunately, there are still techniques that break the mold — like collage.
Whether static, animated, or mixed with physical objects, collage and mix media are experiencing a revival on social platforms driven by Gen Z.
We’re talking about a visual storytelling style that blends illustration, archival material, real-life objects, and animation — transforming into small films known as video collages, analog interventions in a digitized world, or a combination of various elements that grab attention and stand out in a saturated feed.
Let’s take a closer look at the impact of a technique that once seemed reserved for editorials or contemporary art — and is now ready to be used in brand content.
Is Mix Media a Response to AI?
We’re seeing more and more campaigns that feel like they came from the same prompt — which might be a normal curve in the creative industry’s process of adapting to AI. (Remember when there was a time all brands were basically posting the same things on social media?).
In the midst of that debate, collage emerges as an alternative. With its imperfect nature, it brings back the human touch, artisanal detail, and the beauty of chaos.
Each piece is unique, non-replicable. And in these times of digital saturation, that feels like a breath of fresh air.
Latin America is no exception to the growing interest in alternative techniques. More and more creators are taking cutting, pasting and digitizing very seriously — not just as a hobby, but as a new visual language.
Here are some of the names worth following:
Latam Creators Who Are Seriously Killing It
- Cortaypega: Colombian artist who creates editorial collages and collaborates with brands. Her style is poetic, rich in symbols and soft narratives.
- Vero Calderon (@elvlogdetrin): Peruvian writer and artist. She has collaborated with Buscalibros, showing that more intimate content can also be part of a campaignKamiru: This Peruvian artist has a music video-style aesthetic that grabs attention. She created a video collage for Reebok with a very compelling editing rhythm.
- amiru: This Peruvian artist has a music video-style aesthetic that grabs attention. She created a video collage for Reebok with a very compelling editing rhythm.
- Valcollage: Venezuelan artist who teaches how to create collages, shares resources, and has over 40,000 followers on her platforms.
- Mara Ocejo: Mexican collagist who has illustrated for major outlets like The New York Times — a clear example of how this technique can reach global media.
- Magu Villar: Argentine collagist who blends illustration, collage, and storytelling for social media.
Would This Technique “Stick” with My Brand?
Can you imagine a campaign where the product doesn’t float on a white background, but instead becomes part of a handcrafted scene — built with paper, threads, and cutouts that move in and out of frame? Or a reel where, instead of generic motion graphics, there’s a small, handmade story?
This type of content can:
- Be the hero content of a product launch.
- Work as content hooks for social media.
- Stand out during seasonal campaigns (Christmas, Father’s Day, etc.).
Connect with audiences tired of “more of the same.”
One thing we love about this technique is that it forces a previous step that makes all the difference: the analog one. And that’s key. Before anything is rendered, creators play with paper, fabric, magazines, modeling clay, and scissors. That physical process gives the piece a kind of soul that digital simply can’t replicate.
So, How Do We Build This Together?
At Positive, we can help you:
- Find and connect with these types of creators.
- Develop editorial, product, or campaign ideas using mix media.
- Integrate collage into your content strategy.
- Explore other techniques that can enhance your brand’s visual identity.
According to this LinkedIn article, in the coming years there will be a growing trend to value human-made content over artificial output.
This isn’t about cutting and pasting for the sake of it. It’s about telling stories differently. Because in a world where everything starts to look the same, daring to stick things together in a new way might be exactly what your brand needs.
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Myths and truths about viral content
Let’s be honest: “going viral” is the sugar high of digital marketing. It’s flashy. It spikes. It makes everyone on your team refresh the analytics dashboard every 15 minutes like addicts. But like all sugar highs, it crashes. Hard.
We’ve been sold the myth that virality is the apex of content success—the golden goose of reach, impressions, and “exposure.” But here’s the twist no one talks about at conferences: virality is a terrible long-term strategy.
Let’s unpack this myth, and more importantly, let’s talk about what really moves the needle—sustainable contagion.
Act I: The Cult of the Spike
The term “viral content” sounds sexy. It’s associated with meteoric growth, fame, and that irresistible dopamine hit when your brand trends for 36 hours on X (formerly Twitter) before disappearing into digital oblivion.
But think about the last viral piece you saw. What brand was behind it? Can you recall the message? The product? Or just the gimmick?
Exactly.
Most viral content is a one-hit wonder in a content landfill. The kind of thing marketers show in pitch decks, not because it sold anything, but because it made them look clever.
In reality, viral spikes rarely align with actual KPIs. No retention. No loyalty. No revenue growth. Just a fleeting moment of attention that too often serves vanity more than value.
“Virality is not a content strategy. It’s a lottery ticket disguised as a marketing plan.”
Act II: Contagion with a Purpose
Now let’s talk about what actually builds brands in the long run: sustainable contagion.
This is the idea that content can be designed to spread, not explode. That the value embedded in your message compels people to share it not because it's shocking or gimmicky—but because it’s useful, relatable, or makes them look smart.
It’s the slow burn that warms entire rooms. Not the firecracker that flashes and vanishes.
Sustainable contagion is about:
- Repetition with relevance.
- Shareability without sensationalism.
- Distribution strategies that respect the psychology of your audience.
We’re talking about creating content ecosystems, not content stunts.
And here’s where agencies that understand the Latin American mindset have a superpower. Our cultures don’t reward short-term flash as much as they reward stories that evolve, connect, and stay. That’s idiosyncratic loyalty—and it’s the perfect soil for sustainable contagion.
“Content isn’t meant to be shouted. It’s meant to be whispered in the right ear, by the right person, at the right time.”
Act III: How Sustainable Contagion Wins
Let’s play it out.
You’re a marketer trying to win over a fragmented, bilingual audience in the U.S. Hispanic market. You could hire an agency to make a TikTok that might (maybe) go viral. Or you could work with an agency that understands how content moves through trust networks.
Like comadres on WhatsApp.
Like uncles who share Facebook videos with their family group every morning.
Like Gen Zs who DM your memes because “this is so you.”
That’s sustainable contagion in action. Built through:
- Ongoing Social Media storytelling
- Culturally-aware Paid Media
- Precision Analytics that learn what spreads (and what doesn’t)
- Relatable Creative Campaigns that feel like inside jokes, not brand slogans
Because when you earn a share instead of chasing a share, you create real community.
And let’s face it—community is the new currency in marketing.
Closing the Loop: Let Virality Die
Look, we’re not saying viral moments don’t have value. If it happens, great. Use the spotlight. Just don’t build your marketing house on a viral foundation—because it will collapse under its own weight.
Instead, design your content like you’re building a movement, not a moment.
And if you want help doing that, work with people who actually get the nuance of culture, language, and relevance. Agencies like ours, who don’t sell vanity. We engineer value that spreads. “Don’t chase the explosion. Build the echo.”
LATAM made a big statement with the Club World Cup
Bueeee, folks! So, how was the First Club World Cup? Well, it was just as good as it gets — especially for content creation in Latin America.
How is it possible that a tournament no one paid attention to at first became one of the most-watched events in the world and a key platform for content creation in the region?
To find out, we’ll dive into the memes, the broadcasts, the videos, and everything this high-impact global conversation left behind — and uncover those insights that show how sports and digital business go hand in hand.
Cheers to DAZN’s digital strategy.
To begin understanding the impact this Club World Cup had in the digital ecosystem, we need to look at DAZN — the broadcaster that bet on an innovative digital strategy that revolutionized how the tournament was consumed in Latin America.
The platform streamed all the matches live for free, breaking away from the traditional pay-per-view model. This bold move not only made it easier for millions of fans to follow the competition, but also removed access barriers.
It was precisely this coverage that sparked what could be considered the first big conversation topic of the tournament.
A storyline that quickly turned into a source of memes, videos, and real-time engagement. Let’s take note of how a conversation can be capitalized on social media.
Lola del Carril and Marc Crosas: what a duo, mamita querida.
In the middle of the Porto vs Fluminense match, Lola and Marc began exchanging opinions about the game — some of which seemed a bit out of context. The mutual compliments they gave each other live on air were the spark that ignited a fun online conversation, with many claiming there was flirting going on between the Argentine commentator and the Spanish-Mexican ex-footballer.
The wave of memes, tweets, videos, and reactions became an unbeatable opportunity for DAZN, and for the commentators themselves, who rode the wave of popularity to present a more relatable and social media-friendly image during the broadcasts.
Translation:
A total banger in terms of viewership for DAZN and viral content — a brilliant real-time play by Lola and Marc, and a classy response to those who believe football should only be consumed through serious analysis and tactical breakdowns.
If there’s one thing we Latinos are great at, it’s finding the funny side of everything — and knowing how to run with it, especially on social media.
"Mom, when I grow up I want to be like the content creators in LATAM"
In addition to the official commentators, influencers and content creators from Latin America played a leading role in amplifying the Club World Cup experience in the digital ecosystem.
If there’s one thing we Latinos are great at, it’s finding the funny side of everything — and knowing how to run with it, especially on social media.
For example, Argentine streamer Davoo Xeneize, known for his passion for Boca Juniors (xeneize), hosted watch parties, live reactions, and match analysis across his channels on Kick, YouTube, and other platforms. With over 2 million subscribers on YouTube, Davoo drew tens of thousands of fans to watch the matches live with him.
Goals, celebrations, commentators, or memes — there were also specialized creators who viewed the sport from a different angle, one more aligned with business.
A clear example of this is the YouTube channel “El Negocio del Fútbol,” which focused on analyzing the economic impact of the next edition of the Club World Cup.
Other creators like “La Cobra , ” Charlie Carrillo , and Danigoals became amplifiers of everything happening throughout the tournament — from match results and player ratings to predictions for each new round. It was absolute proof of the drawing power that football has in Latin America, and of the wide variety of content formats it inspires, ranging from humor and economic analysis to even lifestyle content.
Did you see what the brands and creators did?
Many sports brands took advantage of their reach — for example, Adidas Argentina and Amstel sponsored content with Lola del Carril due to her rising popularity, while other sponsors invited streamers to create content during the tournament.
This collaboration between brands and creators boosted content distribution on social media, turning news and moments from the Club World Cup into viral topics that spread across every corner of the internet in Latin America.
In the end, the tournament’s digital conversation was no longer dominated only by FIFA’s official accounts or traditional media — it was co-created by a large community of digital storytellers who brought the passion of football to Twitter, TikTok, Instagram, YouTube, and Kick simultaneously.
Dive into the digital sports market in LATAM
This whole picture shows us that Latin America is one of the biggest, most passionate, and most committed football markets in the world. The case of DAZN made it clear:
When relevant and accessible content is offered, the Latin audience responds massively—creating memes, showing appreciation, and driving virality. With a shared language and rapid growth across platforms, what starts in one country can go viral across the region.
Over 9.2 million people watched the Spanish-language broadcast in the U.S. alone. 2.49 million attended matches in stadiums across the U.S.; Brazil, Argentina, and Mexico led foreign ticket purchases. And many global trends start right here. Investing in LATAM means gaining reach, loyalty, and a culture that turns content into community.
The digital footprint of the 2025 Club World Cup in LATAM shows how this region turns fleeting moments into long-lasting narratives, well beyond the final whistle. Embracing this mindset allows brands to connect more authentically with the Latin American audience — and to make sure their message resonates long after the event ends.
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Christmas without snow: Connecting with the Latin Spirit
Every year, brands roll out their Christmas campaigns. But while the Northern Hemisphere celebrates snow, fireplaces and hot drinks, in most of
LATAM, December means summer, music and family gatherings.
The result: many so-called universal creative codes end up feeling out of sync with Latin American reality — and out of context.
So why not tell the stories that really happen here? Long family tables, secret-Santa exchanges, or the big Christmas dinner. When the story starts
there, it feels genuine and unmistakably Latin.
Global campaigns don’t always translate well.
Many brands thrive in their home markets, but when the same idea lands in LATAM, something gets lost.
The ad looks festive, but it doesn’t connect.
What usually goes wrong?
- Winter codes: snow, sweaters and hot chocolate, right in the middle of summer.
- Neutral casts and accents that don’t sound like the people from the region.
- Slow-paced music, when here the celebration is loud, joyful and shared.
- Moments that don’t fit. Christmas is celebrated on the night of the 24th, not the morning of the 25th.
- Imported decorations that cover up local flavors, colors and traditions.
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So, what does Christmas in LATAM really look like?
From the moment December begins, offices, schools and groups of friends play “amigo secreto”, where small gifts are exchanged until the final reveal. In Mexico, “Posadas” kick off with piñatas and ponche, while in Colombia, the “Novena de Aguinaldos” brings together families and neighbors.
Cities light up with decorations and Christmas fairs. There are last-minute shopping sprees and carols all month long, especially in Peru, where Los Toribianitos and their classic “Cholito Jesús” fill the air.
On Christmas Eve, Latin Americans dress up in their best clothes, Christmas in pajamas isn’t really a thing here. Families gather to enjoy the big Christmas dinner, filled with turkey, pork, tamales, hallacas, salads, desserts and, of course, the beloved panetón.
At midnight, baby Jesus is placed in the nativity scene, people raise a toast, fireworks light up the sky and gifts are opened. The celebration doesn’t end there, the music keeps playing, and families stay up late talking, laughing and sharing one more drink.
Christmas in LATAM is a celebration that’s lived and shared together.
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What can global brands learn?
Map local traditions: Choose a real moment like amigo secreto or Christmas Eve and tell that story in full.
Local voices and faces: Use words, accents and people that reflect each country and city’s diversity.
A clear product role: Show how your brand makes that moment better—by helping prepare dinner, arrive on time or set up the perfect playlist.
Global and local symbols: Christmas trees and lights, yes—but mix them with long family tables, local carols, traditional dishes and subtle regional details.
Useful content: Quick recipes, country-specific playlists, gift guides or toast ideas.
And the numbers back it up: in LATAM, 62% of brand choices are local or regional, according to The Brand Footprint 2024 report.
In such a diverse region, real connection with consumers starts by recognizing their identity, their environment and their way of celebrating.
Cases and learnings
Panetón D’Onofrio (Peru)
Every year, the brand returns to the same idea: Christmas in Peru feels like home — surrounded by people and a panetón at the center of the table. Simple stories, local cast and real traditions.D’Onofrio shows that when a scene feels familiar, you don’t need big plot twists — it’s enough to tell it as it really happens.
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Claro (Colombia)
The telecom brand created a digital version of “La Novena de Aguinaldos” for people to download and share, bringing one of December’s most beloved rituals online and making it accessible to everyone.
Claro shows that you can take an existing tradition and turn it into something useful for your audience. This way, the brand stays present right where people already are, in their customs and in their everyday lives.
Harina P.A.N. (Venezuela)
The brand celebrates hallacas, a centerpiece of the season, by launching a special holiday packaging that reflects the spirit of Venezuelan festivities. It also joins the celebration by including the product in “combos hallaqueros” and sponsoring the “Festival de la Hallaca”.
Harina P.A.N. shows the power of embracing a cultural ritual that drives purchase behavior, like making hallacas, to earn a place at the table.
Pollo Campero (Guatemala)
The brand hosts a massive year-end event featuring fireworks and drone shows that bring families together and mark the start of the Christmas season.
Pollo Campero shows that by connecting with a tradition that brings people together, a brand can become the true host of the celebration.
Conclusion: Understanding the region is the best strategy
Winning Christmas in LATAM isn’t about changing the decorations, it’s about reading December’s emotional calendar, choosing the moments that truly represent the region, and offering simple solutions that make what already happens at home even easier.
In a region where 62% of brand choices are local or regional, the campaigns that truly resonate are the ones that understand the tone, timing and symbols of each country.
When a brand adapts to the local context, it earns a place in group chats, at the dinner table and in people’s memories, leaving them with the feeling that the brand speaks their language.
If your brand wants to speak that language with a local accent, Positive Agency is here to help.
We adapt global messages to the LATAM context and turn them into stories that connect and get shared.
Want your campaigns to sound more local and perform better? Get in touch. We’re the partner that speaks LATAM’s cultural language.