Introducing “El Brief Imposible”: talking marketing, advertising, and design

September 3, 2026
by Carlos
Corporate, Design, Video

Today marks the start of a project that’s been on my mind for a while: El Brief Imposible.

The idea comes from a simple need: there are so many interesting conversations happening about marketing, advertising, design, and creativity that stay confined to meetings, coffee chats, or WhatsApp messages between industry professionals, and rarely reach the people who’d actually find them useful. We want to change that.

To start, “El Brief Imposible” launches as a series of short video clips — around one minute each — tackling specific topics that come up in the day-to-day of any brand or business: visual identity, AI applied to creativity, how to work with agencies, design and advertising trends, and much more. The medium-term goal is to grow it into a podcast, with longer, more relaxed conversations.

A collaboration between two studios

This first episode is a collaboration between Mariona Oriola, from Mo Agency, and myself, Carlos Villarreal, from Aztec Dragon Studio. She’s the voice and face in front of the green screen; I handle creative direction, the supporting visuals, and post-production.

The topic of the first episode: brand identity

We’re starting with something we consider fundamental, and one of the first things that gets sacrificed when time or budget runs tight: visual identity.

In the video, we talk about why AI can be a great ally for speeding up creative processes, but not for deciding who your brand is. Your own codes — color, typography, composition, image style — are what makes a brand stick in customers’ minds. Fully outsourcing that to a generic tool is the fastest way to end up looking like everyone else.

What’s next

This is just the first step. We’ll keep releasing episodes covering different angles of marketing, advertising, and design, always with that mix of professional insight and approachable tone we’re going for with Mariona.

You can watch the first episode on YouTube, Instagram, and LinkedIn, and follow the project on our channels:

Mariona Oriola / Mo Agency