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Purga, Cannes Lions Winner, Builds AI Film Worlds with Higgsfield

2026-09-08 · other · Higgsfield · original

Topic: Productions (case studies) · mode: Case study · tags: one creator's experience

Higgsfield's creator-hub case study (8 September 2026) describes PURGA, a Buenos Aires AI creative studio founded in 2025, which fixes characters and visual direction first and builds each world around them in Cinema Studio; that pipeline produced "Lorem Ipsum", its Bronze Lion in Film at Cannes Lions 2026.

What is said

  • Summary of the case study and links to other case studies

What is said

★ — how much it matters to the source.

  • ★★ PURGA is an AI creative studio founded in Buenos Aires in 2025 that makes commercials, branded content and original films for brands and agencies in Latin America and internationally, working with AI in what it calls an artisanal way.
  • ★★ Before Higgsfield, PURGA managed character design, casting, locations, lenses, camera positions and continuity across different tools and many independent generations, held together by reference images, moodboards and manual compositing. · Higgsfield Moodboards
  • ★★★ PURGA says its problem was never generation speed: one great image could come fast, but twenty images that felt like the same film, with the same characters and visual language, were much harder.
  • ★★ PURGA treats AI as a production tool and a new audiovisual language, never a replacement for filmmakers, directors or artists, and holds that technology is valuable only with strong human intention behind it.
  • ★★★ PURGA develops the characters first and then explores shots around them, so casting, lenses, framing and camera position are decisions inside one visual system instead of settings re-solved for every image.
  • ★★★ Higgsfield says PURGA fixed its characters and visual direction first, built the world around them in Cinema Studio, and carried that pipeline to a Bronze Lion in Film at Cannes Lions 2026. · Cinema Studio
  • ★★ For "Lorem Ipsum", the campaign that won PURGA its Bronze Lion in Film, characters, shots and imagery were developed in Cinema Studio, with animation and music made in other AI tools. · Cinema Studio
  • ★★ At PURGA, Cinema Studio carried character creation and shot and image development (casting, lenses, framing, camera position, visual consistency) inside one system. · Cinema Studio
  • ★★ PURGA does not count savings in cost or time: it reaches the image it wants sooner and reinvests the time in thinking, experimenting, directing and refining the craft.
  • ★★ At PURGA, faster iteration keeps decisions creatively flexible for longer, so clients see alternatives and explore variations while the direction is still being shaped.

  • ★★★ PURGA says it does not use AI to automate creativity but to create more time for it, and that the value of Higgsfield is control: the more control, the more artisanal its work can be.

    “We don’t use AI to automate creativity.”

Threads in this video

  • refine · How do you keep a character the same across shots? — PURGA develops the characters first and then explores shots around them, so casting, lenses, framing and camera position are decisions inside one visual system instead of settings re-solved for every image.

Mentioned

Central: PURGA

Also: Buenos Aires · Cinema Studio · Higgsfield Moodboards · Lorem Ipsum

Only in the description or credits: Cannes Lions

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