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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.
Peru Is Key: From Meme to Global Digital Powerhouse
Peru is key! You see it in every post, every viral meme, and every achievement making noise around the world—from gastronomy to video games. What started as a TikTok joke has become a shout of national pride, and the visit of U.S. streamer IShowSpeed to Lima proved it: he not only hung out with local influencers, he was even named “mayor for two hours” and pulled off an acrobatic jump from the municipal balcony that went viral. From that moment on, media outlets and online communities echoed the phrase with force:
saying “Peru is key” is no longer just a meme—it’s the way to shout “Long live Perú!” to the world.
It’s not a trend, it’s love for chicharrón.
Have you voted for the pan con chicharrón yet? Hurry up, the final is almost here!
It’s the shout echoing everywhere: on social media, in the news, and even in the streets—no matter the brand or industry.
Peru ’s digital boom has been fueled by viral moments like the “Peru is key” meme, IShowSpeed’s visit, and above all, Ibai Llanos’ Breakfast World Cup. In this online tournament, Perú crushed it with over 8.1 million votes for its pan con chicharrón and tamal, beating Ecuador and going global. The hype was so big that politicians, media, and local brands jumped in, while Gamarra—the country’s biggest clothing hub—even launched custom T-shirts about the contest. This event didn’t just spark citizen excitement, it also cemented Peruvian gastronomy as a true nation-brand icon online, showing its massive pulling power and international reach.
Because Peru doesn’t just have the world’s best restaurant... it probably has the best too!
Once you’re on the bus, there’s no getting off.
Your child settles onto your lap, you light the fireplace, your eyes grow misty, and you begin to tell the story. If Peru once was key to the world, now it’s key to the entire digital universe. The gamer boom also carries a Peruvian face: in August 2025, the team Perú Unite made history by becoming champions of the Pokémon UNITE World Championships in California—making them the first Latin American team to ever lift the world trophy after defeating the Japanese favorites, Zeta Division, 3-1. “I mean, we beat the creators of the game.
The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.
The phrase “Peru is key” went viral once again, as the tournament brought together more than 25,000 live attendees in Anaheim and reached nearly 1.1 million unique online viewers, with peaks of 185,000 simultaneous streams, cementing Peru’s presence before the eyes of the world.
The team itself thanked the support from home, reinforcing the idea that Peruvian talent transcends borders and that Spanish-speaking audiences deeply value their local champions. And beyond the sport, this victory ignited marketing as well: brands tied to gaming—hardware, telecommunications, energy drinks, and more—found in Peru a passionate and growing niche. Combined with other milestones like gaming tournaments, massive streams, and viral phenomena, this triumph positions Peru firmly on the global digital map, proving that its online culture is not just fleeting virality, but the consolidation of communities—gamers, foodies, streamer fans—driven by a uniquely Latin American passion.
The Peruvian Formula: Creativity, Community, and Digital Speed
What makes Peru’s digital ecosystem unique isn’t just virality, but the combination of three forces: creativity, community, and speed. Peruvian creativity shows up in memes, trends, and narratives that stand out in an ocean of global content. Community amplifies those ideas with overwhelming energy—from young people spontaneously launching digital campaigns to local brands cleverly joining the conversation. And then there’s speed: within hours, a meme born on TikTok can trend on X, Facebook, and even reach traditional media. This trio explains why phenomena like “Peru is key”, the Breakfast World Cup, or the Pokémon UNITE championship win are not isolated events but symptoms of a larger pattern: Perú has become a cultural accelerator for the region. For global brands, this means that any action in this market doesn’t just make waves locally—it has the potential to scale across all of Latin America.
“Dad, who was Peru Unite?”
Your child settles onto your lap, you light the fireplace, your eyes grow misty, and you begin to tell the story. If Peru once was key to the world, now it’s key to the entire digital universe. The gamer boom also carries a Peruvian face: in August 2025, the team Perú Unite made history by becoming champions of the Pokémon UNITE World Championships in California—making them the first Latin American team to ever lift the world trophy after defeating the Japanese favorites, Zeta Division, 3-1. “I mean, we beat the creators of the game.
The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.
The phrase “Peru is key” went viral once again, as the tournament brought together more than 25,000 live attendees in Anaheim and reached nearly 1.1 million unique online viewers, with peaks of 185,000 simultaneous streams, cementing Peru’s presence before the eyes of the world.
The team itself thanked the support from home, reinforcing the idea that Peruvian talent transcends borders and that Spanish-speaking audiences deeply value their local champions. And beyond the sport, this victory ignited marketing as well: brands tied to gaming—hardware, telecommunications, energy drinks, and more—found in Peru a passionate and growing niche. Combined with other milestones like gaming tournaments, massive streams, and viral phenomena, this triumph positions Perú firmly on the global digital map, proving that its online culture is not just fleeting virality, but the consolidation of communities—gamers, foodies, streamer fans—driven by a uniquely Latin American passion.
Why is investing in Latin America key for global brands?
Latin America is no longer just an “emerging market.” Today, it’s a cultural and digital laboratory setting global trends. This entire movement has direct consequences for marketing: it shows that Latin America —and Peru in particular— has become a strategic and vibrant market for any global brand seeking relevance, where trends born from memes, gaming tournaments, or viral phenomena quickly spread and spark national pride.
The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.
Joining these movements in real time (as KFC, Bembos, or BCP did with #PeruEsClave and the World Breakfast Cup) allows brands to connect emotionally with young, digital first consumers, who already surpass 70% internet penetration and 90% mobile access in the region.
Moreover, campaigns that reinforce local identities (such as pan con chicharrón or Peru Unite) enhance brand-country perception and open opportunities in booming sectors such as e-commerce, fintech, gaming, and entertainment. Sponsorship of events and collaborations with influencers or creators multiply organic reach in an ecosystem where culture —gastronomy, music, sports, memes— acts as an exportable form of soft power, and where authentic engagement can outperform million-dollar campaigns.
In conclusion, Latin America is now a global cultural laboratory, with Peru as its best example, showing that digital not only amplifies narratives but also strengthens passionate communities, turning the region into an unmissable destination for brand innovation and growth.
Positive leads the way in the new digital map.
At Positive, we understand that it’s not enough to simply “be on social media”—you need to understand the culture that drives it. Perú and Latin America are fertile ground for brands looking to grow, but they require strategy to avoid going unnoticed. That’s why we identify local insights that become global—such as gastronomic pride or gaming passion—and translate them into campaigns with regional impact and international resonance. Our approach blends creativity with data, combining qualitative analysis of trends, communities, and narratives with quantitative tracking of mentions, engagement, and hashtag growth to design strategies that are both measurable and effective.We know how to authentically place brands within viral phenomena, as many did by joining #PeruEsClave. We act as a bridge between the local and the global, helping brands from the U.S. or Europe connect with Latin American audiences through trust and real engagement. And we do it with close, memorable communication—crafting narratives that move people, spark laughter, invite participation, and turn consumers into fans. In short: Positive helps you ride the digital cultural wave of Latin America so your brand is not just a witness to what’s happening, but a protagonist in the conversations that matter.
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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.”
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TikTok leads in LatAm — and you can take advantage of it
Remember when marketing in LATAM was about billboards, TV, and radio spots, and we had to pretend digital was just a fad? Good times, right? Fast forward a few years, and now marketers can’t escape the scrolling vortex of TikTok. If you’re reading this, chances are you're no longer debating whether TikTok is "worthy" of your marketing dollars—you’re simply trying to figure out why it's crushing the social media competition in Latin America and how your brand can capitalize on it.
TikTok's Rise: More Than Just Dancing Teens
Sure, it started with teens dancing awkwardly to viral hits, but anyone still clinging to that stereotype has missed the bigger picture. TikTok's explosive growth in LATAM—Brazil, Mexico, Argentina, Colombia, and Peru leading the charge—is a testament to the platform’s intuitive understanding of local culture and trends. Unlike other platforms that tried to replicate global strategies locally, TikTok flipped the script, deeply integrating itself into LATAM culture. This approach turned the platform from "nice-to-have" to a strategic essential.
TikTok’s monthly active users in LATAM surpassed 150 million in 2024 alone. That's roughly the population of Mexico. Let that sink in.
Why is TikTok Dominating LATAM?
It's not sorcery (well, maybe just a bit)—it's actually down to a few key strategic moves:
First, TikTok didn’t just translate its content—it transformed it. Its localization strategy was clear: embracing the idiosyncrasies, humor, slang, and social cues specific to each LATAM country. Second, its algorithm. Ah, the famous algorithm. It's so precise it borders on creepy. Users find themselves in hyper-specific niches faster than you can say "engagement metrics."
Moreover, TikTok successfully captured the nuances of storytelling unique to LATAM—where emotions, humor, and authenticity reign supreme. In short, TikTok didn't force LATAM to adapt; TikTok adapted to LATAM.
Leveraging TikTok’s LATAM Dominance for Your Brand
Now, for the important part—how can your brand actually leverage TikTok’s LATAM dominance effectively?
Forget generic ads. Seriously. LATAM users sniff out inauthenticity faster than your clients question their ROI. Brands that win here embrace genuine storytelling, culturally relevant narratives, and yes—a dose of sarcasm and wit.
Here are a couple of strategic pillars your brand needs to build on:
1. Authenticity Over Everything
You know that polished corporate voice you love so much? Leave it behind. LATAM audiences on TikTok connect with real, raw, and relatable content. Brands excelling here leverage user-generated content (UGC), collaborate with local creators, and aren't afraid to show their human side.
If you’re still doing corporate-speak, your brand might as well wear a neon sign that says, "I don't belong here."
2. Tap Into LATAM’s Cultural Pulse
LATAM is not a monolith. Your campaign in Argentina won’t automatically work in Colombia. Dive into hyper-local trends, memes, and influencers. Partnering with specialized agencies deeply rooted in LATAM culture (hello, specialized social media and creative campaign agencies) can be a game changer. They already speak the language—figuratively and literally—and know how to turn engagement into meaningful ROI.
The Uniqueness of LATAM: Why Specialized Agencies Matter
Understanding LATAM's digital audience isn't as straightforward as applying a global template. The region’s idiosyncrasy is a competitive advantage if leveraged properly.
Agencies specialized in social media, digital analytics, creative campaigns, and paid media, especially those embedded in the LATAM market, can bridge the gap between global ambitions and local execution. They offer insights that generic global firms simply cannot match, making them essential partners in your TikTok LATAM strategy.
TikTok Isn't Just a Platform—It's a Cultural Playground
If you're not yet on TikTok in LATAM, your brand is missing the party, literally and figuratively. LATAM isn't just adopting TikTok; it's reshaping its landscape. As a marketer, the question is no longer if your brand should be on TikTok but how well you can integrate into the unique tapestry of LATAM digital culture.
In short, if your brand hasn't embraced TikTok in LATAM yet, it's about time to step up—or watch your competitors dance away with your audience.