Last Saturday we spent ten hours in a room with 150 professionals from the audiovisual industry. The exercise: build a full campaign with AI, from scratch, in a day.
We were the official tool at the HakIAton run by Hak Team at Parque de la Innovación, Buenos Aires, May 5 through 9. Three virtual classes during the week and an intensive closing day on Saturday: 15 teams working in parallel with Dual and MOD, and us in the room answering questions.
Inside were teams from Naranja X, Banco Galicia, Swiss Medical, Sancor Seguros, Cencosud, LN+, América, Canal 9, Telefe, Artear, C5N, MTV and TN. The question they had in their heads was a direct one: does this help me on Monday morning?
Here's what we saw.
The format
The HakIAton runs like a competition: jury, clock, prize. Teams arrive with three virtual classes already under their belt and a brief to solve in a day. Idea, art direction, image, video, and a final piece ready to present.
Under that pressure, tools show themselves for what they are.
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What changed when MOD landed
The least-discussed question when you build a campaign in a few hours: where do you get the insights? The teams that opened MOD walked into the brief with arguments in hand, instead of hunches.
Working blind is always expensive. When you have eight hours to deliver, it's straight-up fatal.
What changed when Dual landed
The first reflex when you start producing is to open five tabs and jump between models: one for Nano Banana, another for Kling, another for Seedream. The teams that stayed inside a single canvas, working end to end in the same place, finished sooner and with more consistent pieces.
It's a matter of consistency. If the visual reference doesn't have to travel between tools, the style holds on its own. And you don't spend hours re-prompting to make scene 3 look like scene 1.
Thanks
Organization: Hak Team (+15 HakIAtones across 7 provinces, +700 people trained, +100 projects), with Isidro Braillard Poccard and Rafael Costa. Venue and institutional: investBA, Hernán Lombardi and Augusto Ardiles.
Want to run something like this with your team? Get in touch.
