About us
WE MAKE BRANDS LOOK LIKE THEY DESERVE.
Mascha is a creative direction studio powered by AI. We were born to break the rules of how campaigns get made — and to show brands the potential they already have. A memorable idea makes you turn, works at a scale you cannot ignore, and leaves the brand looking different forever.
How it started
IT STARTED IN MADRID.
Mascha started in Madrid, in a master's degree, with no clients and no budget.
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Where
A MASTER'S IN MADRID
I moved to Spain to do my master's. Walking around the city I kept stopping at the out-of-home — billboards that behaved like sculpture, facades that treated the street as a canvas instead of a media buy. Nothing in my day was as interesting as that.
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The spark
I STARTED COPYING IT — BADLY
That same week I started experimenting on my own, telling myself I just needed a portfolio. I had no client, no budget and no crew. What I did have was the stubbornness to keep going until the thing on screen matched the thing in my head.
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The realisation
EVERY BRAND HAD MORE IN IT
Working on those experiments I noticed the same thing over and over: every brand I touched had a better idea, a bolder image, a version of itself nobody had bothered to build. Not a bigger budget — a braver decision.
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The studio
MASCHA
So the studio exists for that, not to make ads faster. It started because I refuse to accept that a brand's ambition should be capped by what a production budget allows. AI is how we get around the cap. The idea is still the job.
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Now
SIX YEARS, SEVEN COUNTRIES
Since then I have directed work for brands in more than seven countries, from Mexico to the US to Europe — food, beauty, sport, jewellery, retail. Same rule as the first day in Madrid: make it look like it deserves to be looked at.
Why us
WE BROKE THE RULES ON PURPOSE.
Three things a traditional studio structurally cannot do.
Impossible speed
A full campaign in days, not months. No sets, no crews, no waiting on a production calendar. The idea goes from brief to finished film while it is still the right idea.
Ideas that can’t be filmed
An aircraft wrapped in a brand. A building made of lipgloss. An octopus the size of a coastline. Not stunts — images that would cost millions to stage, and that no one would sign off on.
Direction, not output
We are not an asset supplier. We direct the concept end to end and AI is the tool, never the author. The craft is deciding what deserves to exist before anything gets generated.
The work speaks
BRANDS YOU KNOW.
Xile Chile. Habits. Electrolife Zero. Bloom Nutrition. Names people recognise — and getting to direct for them is still the part we do not take for granted.
Is this real?
The first thing almost everyone asks
I have never seen anything like this
Said in the first meeting, more than once
Nobody is doing it this well
What clients tell us about the category
Now everybody wants video
What happens inside a brand after the first one lands
On AI
THE TOOL WAS NEVER THE ART.
Nobody tells a photographer their work does not count because a camera took it. The camera never had the idea. Everyone has access to the same models we do — almost nobody makes anything worth remembering with them. What decides the outcome is direction: knowing what deserves to exist before a single frame is generated.
Founder & Creative Director
Who is behind it
Mariana
Schekaiban
Creative director. Six years directing, more than eighty projects shipped, work running in seven countries. She founded Mascha after a master’s in Madrid and still directs every project that leaves the studio.
The studio
SMALL ON PURPOSE.
Two people, and whoever a project genuinely needs. Nothing goes through a layer that does not add to the idea.
Founder & Creative Director
Mariana Schekaiban
Directs every project — concept, art direction and the final cut.
Production
Eduardo
Builds the work alongside Mariana, from generation through post.
How we work
CLOSE, AND FAST.
Constant back and forth. You see the work while it is still moving, not three weeks later in a presentation.
You talk, we listen
Tell us the brand and where you want it to go. No closed brief required.
We come back with an idea
Usually not the one you asked for. Always the one worth making.
We build it in the open
You see progress as it happens and we adjust together, in days.
You get the campaign
Finished, vertical, ready to run — while it is still the right moment.
Not for us
WHAT WE SAY NO TO.
Saying no is how the work stays worth showing.
Copying a campaign that already exists
If the reference is someone else’s work, the answer is already no.
Filler content by the dozen
We are not a posting machine. Fewer pieces, each one worth the scroll.
Executing decisions we had no part in
Direction is the service. Hand us a finished plan to render and we are the wrong studio.
Working without credit
We put our name on what we make. Ghost work is not on the table.
Endless rounds of changes
Revisions sharpen an idea. Past a point they only dull it — so the rounds are agreed up front.
The name
Mariana Schekaiban
Mascha is her own name, folded into one word. The studio was never meant to hide behind something invented — if our name is on the work, it is because a person stands behind every decision in it.
The difference
WHY NOT AN AGENCY.
Nothing against them. They are simply built for a different problem.
A traditional agency
- Months from approval to a finished campaign.
- Ideas limited to what a crew can physically stage.
- Five people between you and whoever is actually directing.
- Budget decides how ambitious the image is allowed to be.
Mascha
- Days. The campaign runs while the moment is still yours.
- Images that could not be filmed at any budget.
- You talk to the person directing it. Every time.
- The idea sets the ceiling, not the production quote.
Where this goes
A STUDIO AND A SCHOOL.
The goal is not to stay a well-kept secret. It is to become a reference for this kind of direction anywhere in the world — and to teach the method while we are still the ones pushing it. Mexico is where we work from, not the edge of what we reach.