ANANTUM Clinics

SYSTEM OUTPUT

PROJECT // READY

CASE STUDY / CREATIVE TECHNOLOGY

AI as a production system, not as a visual effect.

I helped turn ANANTUM's strategy into a scalable digital ecosystem of landing pages, AI-generated imagery, audiovisual content, avatars and educational experiences tailored to different patient profiles.

CLIENT

ANANTUM Clinics

Agency

UUC Agencia

ROLE

Creative Digital Designer & AI Audiovisual Producer

YEAR

2026

duration

4 months

scope

AI Content · Digital Design · UX/UI Audiovisual · Landing Pages · Creative Workflows

output

Implemented & Published

Context

A premium healthcare proposition that felt too distant.

ANANTUM was developing its positioning as a digital ecosystem focused on integrative medicine and longevity.

Its proposition was built around personalized care, performance and quality of life, but part of its visual communication felt too dark, cold and technological for the relationship the brand wanted to establish with people.

At the same time, the team needed to produce a growing volume of campaigns, landing pages, videos and educational content for very different audiences without fragmenting the brand.

challenge

Human enough to build trust. Flexible enough to scale.

The challenge was not simply to make ANANTUM look warmer.

The system needed to communicate a complex and premium medical proposition in a way that felt understandable, aspirational and human, while adapting to multiple audiences, channels and production rhythms.

Every new piece also had to remain technically and visually credible within a health context.

PRODUCTION CONSTRAINTS

MULTIPLE AUDIENCES

Different patient profiles required different messages, environments and visual cues.

CONTINUOUS PRODUCTION

Campaigns, reels, web pages and training content were produced in parallel.

AI CONSISTENCY

Faces, bodies, lighting, clothing and movement needed constant manual review.

MEDICAL VALIDATION

Specialized educational content required clinical validation.

MULTIPLE PLATFORMS

Content had to work across web, social media, paid campaigns and Hotmart.

Woman seated at a clinic desk with a translucent circular interface graphic beside her.

Healthcare consultation scene with a practitioner attending to a reclining person in a bright treatment room.

Woman in a light-colored coat seated in a modern clinic reception with the Anantum identity on screen.

Two people reviewing information together in a clinic room, with translucent circular interface graphics over the scene.

VISUAL AUDIT & DIRECTION

From technological distance to premium human care.

The first step was identifying the distance between what ANANTUM wanted people to feel and what parts of the existing visual language were communicating.

The new direction introduced more light, natural environments, human presence and aspirational lifestyle imagery while preserving codes of precision, innovation and exclusivity.

Before

Dark

Clinical

Technology-first

Low human presence

After

Human

Luminous

Organic

Premium

Precise

Aspirational

SEGMENTATION

One brand. Different reasons to recognize yourself in it.

A single generic visual language could not speak equally well to every audience.

Instead, I worked with a shared ANANTUM foundation and adapted people, environments, tone and imagery around each buyer persona.

The objective was not to create separate brands, but to allow different users to recognize their own problems, aspirations and context inside the same system.

SUPERWOMAN

EXECUTIVE FATIGUE

MALE PERFORMANCE

BIOHACKER FITNESS

C-LEVEL LONGEVITY

INTEGRATIVE FAMILY

Anantum social graphic reading ?5 s?ntomas que normalizas en tu cuerpo? over a portrait of a woman holding her head.

Anantum question card asking how often the viewer has heard specific health-related phrases in the last six months.

Dark Anantum social card inviting viewers to book a discovery call about measuring and improving health indicators.

Anantum social post asking whether traditional medicine has lost the viewer?s trust, over a clinic consultation photograph.

THE AI PRODUCTION SYSTEM

Generation was only one step in the workflow.

Generative AI accelerated production, but it did not replace creative direction.

I built and refined workflows that combined art direction, prompting, image generation, manual selection, retouching, animation and video editing.

Each output was reviewed for identity, anatomy, pose, lighting, wardrobe, framing, movement and brand consistency before being integrated into a final piece.

SHOW THE FAILURES

AI generated options. Judgement decided what survived.

Consistency was not automatic.

Faces changed, movements broke, environments felt artificial and some compositions simply did not belong to the brand.

The workflow therefore depended as much on rejection and correction as on generation.

Generation 01

✕ Inconsistent face

Generation 02

✕ Unnatural anatomy

generation 03

✕ Wrong environment

generation 04

△ usable after retouch

final

✓ Approved

Full-page Anantum website screenshot showing the clinic homepage, service sections and visual identity.

LANDING PAGES

Six audiences. Six entry points. One system.

The visual direction was translated into six segmented landing pages built around different motivations and user contexts.

Each page adapted imagery, tone, scenarios and content hierarchy while maintaining a recognizable ANANTUM foundation.

The work included responsive design, visual assets, hero variations and continuous refinement based on feedback from the team.

Full-page Anantum website screenshot with health-focused content sections, photography and calls to action.

AUDIOVISUAL PRODUCTION

A content system built for continuous production.

The system expanded from static imagery into audiovisual production.

I worked across short-form content, campaign videos, interview edits, VSLs and educational material, combining generated assets with editing, subtitles, motion, voice and music.

Over time, recurring decisions around transitions, subtitles, avatars and editing became part of a more consistent production language.

46

REELS

09

INTERVIEW CUTS

03

VSLs

17

TRAINING VIDEOS

02

INSTAGRAM CAROUSELS

04

STATIC SOCIAL POSTS

Anantum social story with a woman?s portrait and a list of symptoms or wellbeing topics.

Anantum social graphic about recurring symptoms and arranging a call, over a portrait of a seated woman.

Beige Anantum social post asking what is holding the viewer back from taking action on their health.

Anantum social post asking which video has had the greatest impact this month, over a lifestyle photograph.

WHAT I TOOK FROM IT

ANANTUM changed the way I think about generative AI in professional work.

The value was not in generating more images.

It was in building a repeatable workflow where art direction, consistency, responsive design, audiovisual production and human review could work together at speed.

AI increased the volume of possibilities. Creative judgement still determined what deserved to be published.

PRODUCTION SPEED

Faster production without removing human review.

≈ 1 DAYS

FOR A 7-MINUTE VSL WORKFLOW*

Up to ≈ 10 days

TRADITIONAL REFERENCE PROCESS

Up to ≈ 2 days

AI-ASSISTED WORKFLOW**

*From visual generation and B-roll to subtitles, motion, voice, music and final edit.

**Indicative production comparison based on the workflow used during the project, not a controlled benchmark.

HOTMART / EDUCATIONAL ECOSYSTEM

From acquisition to education.

The collaboration eventually extended beyond campaign production into ANANTUM's educational ecosystem.

Training content was organized for Universidad ANANTUM and its community presence on Hotmart, connecting visual production with the brand's longer-term digital experience.

The collaboration eventually extended beyond campaign production into ANANTUM’s educational ecosystem.

Training content was organized for Universidad ANANTUM and its community presence on Hotmart, connecting visual production with the brand’s longer-term digital experience.

05 training modules

17 educational videos

Anantum University promotional graphic for a biology-optimization course, with the program title and molecule imagery.

RESULTS

A production ecosystem, not a collection of isolated assets.

Over three and a half months, the collaboration expanded from individual pieces into a broader system covering segmented landing pages, campaign content, audiovisual production, AI-generated characters and educational material.

The result was a more flexible visual foundation and a repeatable workflow for producing content across different audiences and channels.

CAMPAIGN SIGNAL: Content developed around the "Executive" and "Tired Woman" profiles was identified internally among the stronger-performing campaign directions for retention, clicks, leads and Discovery Call requests.

CAMPAIGN SIGNAL: Content developed around the “Executive” and “Tired Woman” profiles was identified internally among the stronger-performing campaign directions for retention, clicks, leads and Discovery Call requests.

WHAT ACTUALLY MADE THE DIFFERENCE

01 — HUMAN BEFORE TECHNOLOGICAL

I moved part of the visual language away from dark, technology-first imagery because personalized healthcare needed greater proximity and emotional credibility.

02 — AI AS INFRASTRUCTURE

I used generative AI as a directed production system rather than an aesthetic because the objective was scalable content, not content that looked "AI-generated".

03 — SEGMENT BEFORE GENERIC

I designed different visual routes for different profiles because relevance depends on people recognizing their own context.

CLIENT

ANANTUM Clinics

AGENCY / COORDINATION

UUC Agencia

FOUNDER & BRAND DIRECTION

Cristina Sánchez

art DIRECTION

Mar Vilella

STRATEGY

Gloria Domenech