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    The Best Work You May Never See: MACMA, DAVID Buenos Aires Team On “Machine-Generated” PSA

    By SHOOTUpdated:No Comments4250 Views

    MACMA, a nonprofit organization dedicated to helping and supporting women and raising awareness of breast cancer, again teamed with ad agency DAVID Buenos Aires–this time to show the true power behind machine-generated life.

    In this centerpiece spot–directed by Dana Campanello via Poster Films–for the “Machine-Generated” campaign, we see varied creations that have made by machine–in this case the mammogram technology which detects breast cancer at an early stage, enabling women to live longer and turn out all kinds of wondrous creations in the arts and life.

    In a joint statement, DAVID Buenos Aires chief creative officers Nicolas Vara and Ignacio Flotta shared, “Together with MACMA, we always seek to create high-impact campaigns to try to escape the commonplaces of the category. This time, we wanted to take advantage of the fascination towards the potential that machines have to generate wonderful things to remind the world of the existence of a not-so-new machine but one that generates hope for millions of women around the world: the mammogram.”

    “Machine-Generated” is the agency’s latest campaign for the Argentine nonprofit organization dedicated to helping and supporting women and raising awareness of breast cancer.

    Within the framework of International Health Day, “Machine-Generated” adds to the successful history of collaborations between DAVID Buenos Aires and MACMA, which includes memorable campaigns such as “Manboobs” and “The Art of Self-Examination.”

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    Credits

    Client MACMA Agency DAVID Buenos Aires Pancho Cassis, partner & global chief creative officer; Sylvia Panico, global chief operating officer; Nicolas Vara, Ignacio Flotta, chief creative officers; Jimena Oliva, head of production. Production Poster Films Dana Campanello, director; Mariano Echarri, managing director; Georgina Orellana, exec producer; Tobias Salaar, producer; Loli Montes, assistant director; Sofia Lizzoli, DP; Lucia Lamboley, director postproduction. Music PAPAMUSIC 

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Dana CampanelloDAVID Buenos AiresPoster Films



    DAVID New York, Director Dave Green Mobilize To Save Clash of Clans From “The Clashteroid”

    Friday, November 7, 2025

    “The Clasteroid,” a new campaign for the super popular video game Clash of Clans (Supercell), has been rolled out by agency DAVID New York.

    The campaign includes this film directed by Dave Green via production company Gifted Youth. The piece reports that 2007 FT3--a real asteroid that once threatened Earth but inexplicably disappeared in 2007, has reappeared and is headed straight towards players’ villages in the video game.

    Here’s the real reason 20007 FT3 initially went missing. Back in ‘07, Hank Green and a fellow scientist saved our world by digitizing the meteor and sending it to the world of Clash of Clans instead--with dire consequences once it hits now, some 18 years later. Though Green now lives as a popular science communicator on YouTube and TikTok, it now falls to him to make up for his decision by sending the new Meteorite Hammer into the game, kicking off Hammer Jam. Every year Clash of Clans players look forward to Hammer Jam. But this time, it’s a matter of life and death--and somehow avoiding the the destruction which a meteor can bring.

    André Toledo, chief creative officer, DAVID New York, said, “In Clash of Clans, the stakes are always high. But for this year’s Hammer Jam, we wanted to amp that up higher than ever with an event that threatens the world of Clash as we know it. Together with our Supercell partners and science communicator Hank Green, we built a conspiracy around a real meteor to create real stakes and launched it into the game with a short film that’s an homage to ‘80s and ‘90s’ sci-fi flicks. Now, it’s up to the fans to save their village from destruction.”

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