At Mr Urbina, content is designed as a structural part of IBEM, integrated into brand strategy and the real context of the business. Planning is essential, but so is the ability to read the environment. We understand that brands do not live in a static scenario, but in a dynamic one, where sometimes it is necessary to react quickly and with clear judgment.
Within this system, we work with two content creation modalities that respond to different moments, yet operate under the same logic. It is not only about planning well, but about knowing when to execute with depth and when to activate with speed.
The studio content modality is activated when a brand needs core pieces designed to sustain campaigns, launches, or messages that must endure over time. This type of content is built with a strong focus on identity, positioning, and visual narrative, where every technical and creative decision is oriented toward maximizing long term impact.
Field content responds to another business need. It is the format that keeps the brand connected to its daily operations, its community, and what is happening in real time. Through one or two monthly visits, the team works directly within the client’s environment, capturing authentic moments and situations that cannot be anticipated from a controlled set.
There are times when the context demands an immediate response. An opportunity, a specific situation, or a communication urgency. In those cases, the system is designed to activate without friction. The creative team connects with the scene, the material flows, is processed rapidly, and is transformed into pieces ready to go live in Super Fast mode, while maintaining consistency with the brand and the message that needs to be delivered.
The strength of this modality lies in its ability to generate conversation. These are pieces born from the moment, content that feels real and prompts the community to react, comment, and share. Speed, rather than being a limitation, becomes an advantage when it is backed by experience, judgment, and professional execution.
Using professional grade cameras, optics, and high level lighting equipment in the field allows us to capture solid material from the very start. This optimizes the entire workflow, reduces editing time, and makes it possible to respond quickly without losing control of the final outcome.
Within IBEM, these two modalities complement each other. Studio content builds foundation, identity, and authority. Field content sustains rhythm, conversation, and responsiveness. Together, they form a content system prepared both to plan strategically and to act decisively when the business requires it.
That is what happens behind the scenes at Mr Urbina. A system that understands that strategy also means knowing how to move fast, without losing direction or creative judgment. That is #LeadingWithCreativity.
