Triple-S: Inspired by PR, generated by AI

Puerto Rico’s leading insurance company, Triple-S, in collaboration with Contáctica, has launched the first commercial in the island and LATAM to fully integrate text-to-audiovisual artificial intelligence in all its creative and production processes. From the moving images with crisp technical transitions to the audio engineering, music, and voice-over, every part of the video incorporates multiple artificial intelligence tools to bring the emotionally filled text to life.

To celebrate the company’s anniversary, the commercial narrates an open letter to its homeland. The island itself. For 65 years, Puerto Rico has inspired Triple-S to take care of its people and help them enjoy the country’s beauty in good health. Therefore, the health insurance company entrusted Contáctica and AI with the task of drawing inspiration from the Island of Enchantment, just as they have done for over six decades.

“We wanted to create this concept honoring Puerto Rico, which has been our inspiration to take care of and protect what is most important to our people and accompany them during every stage of their lives. We have grown with Puerto Rico, responding to its needs throughout these 65 years,” said Gabriela Martín Brandariz, Senior Marketing Director at Triple-S.

During all these years, the brand has been there for all “Boricuas”, innovating with technology to make sure their members live in good health. By showcasing the island’s beauty in the film with AI, Triple-S reinforces their mission of moving forward and preserving wellbeing for generations to come.

“These technologies complement human talent by allowing them to explore and adapt new formats and production methodologies. Although the production is generated digitally, the essence and creativity comes from the invaluable human contribution,” said René Baquero, Chief Creative Officer of Contáctica, the marketing, creative, and technology company behind the project.

Contáctica, who provides 360 agency services and advanced Martech and Data Intelligence solutions, had a dedicated team of more than 20 industry professionals who worked alongside these generative AI platforms. Just like these tools have the capacity to generate Puerto Rico’s beauty, Triple-S makes a promise to continue looking for ways to generate better health for all Puerto Ricans.