Back in 2022, I directed the character design and content production for La Mala, a virtual influencer created for the homonymous dance club at the heart of Buenos Aires nightlife. Developed entirely in Unreal Engine using MetaHuman technology, La Mala enabled real-time rendering and quick content turnaround, allowing us to stay agile and in sync with the club’s fast-paced, ever-evolving agenda.
With an otherworldly backstory hinted at through content over time, La Mala promoted artists, served as a judge in dance competitions, and even slid into clients’ DMs, adding depth through first-person storytelling that enriched the nightclub’s narrative and mood.
