Case of success · VidaCaixa

The twists and turns of life

3.7 million

of the achieved audience and 28,016 m² of virtual neighborhood built for filming.

Case summary

Pioneering television production by VidaCaixa and Movistar Plus, shot entirely in a virtual world, with avatars and VR glasses in a 28,016 m² digital neighborhood.

VidaCaixa is the insurance subsidiary of CaixaBank, founded in 1987, with a consolidated track record in seeking new ways to connect with young generations and new lifestyles. As part of this strategy, together with Movistar Plus and the production company TBS, it created Las Vueltas Que Da La Vida, a four-episode comedy program starring Carmina Barrios, Ana Milán, Henar Álvarez, Ana Brito and Mariona Casas. The project posed an unprecedented challenge in Spanish television production: filming an entire television series in a virtual world, with actresses recording with avatars and VR glasses.

Client

VidaCaixa

Sector

Banking & Insurance

Service

Customized projects · Digital transformation

3.7M

Audience reached.

28,016 m²

From a virtual neighborhood.

243 minutes

Created in the virtual world.

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01 The challenge

To shoot a TV series where no one had shot one before

In the Spanish audiovisual sector, all traditional production formats were explored: physical cameras, built sets, and real-location exteriors. VidaCaixa sought a way to connect with new audiences and talk about technology not only as a topic, but as part of the production process itself. Together with Movistar Plus and TBS, an ambitious challenge was launched: can a television series be filmed entirely in a virtual world, with actresses recording with VR glasses? The answer required simultaneously solving the design of a complete virtual space, the construction of believable avatars, and mastering a new audiovisual grammar for actresses and technical crew.

02 The solution

A virtual neighborhood with avatars and first-person recording

The solution is a complete virtual neighborhood of 28,016 square meters, with houses, exteriors, and interactive elements, designed entirely as a set for television filming. The actresses put on VR glasses and transformed themselves into avatars within the virtual space, moving, dialoguing, and acting in first person within the digital world. 243 raw minutes were filmed in the virtual world, with multiple takes and adjustments that required simultaneous mastery of traditional acting skills and control of the avatar in real time. The result is Las Vueltas Que Da La Vida, the first Spanish television production recorded entirely in a virtual world.

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Key learnings

What this case teaches the sector.

Audiovisual production and virtual spaces are complementary sectors.

Television, cinema and virtual spaces have been following parallel paths for years. When both sectors collaborate on a single project, the audience receives an experience that neither of them could offer separately. It is an industrial intersection with enormous potential in the coming years.

The avatars open up a new interpretative language for the actresses.

Acting with an avatar requires the actress to simultaneously master physical gesture, voice, and control of the digital body. It is a different grammar than traditional theater and film, but with enormous expressive possibilities. It is likely that the next generation of performers will develop both skills in parallel.

The digital transformation of an insurer involves connecting with new audiences.

For a traditional insurance company, communicating its renewal does not happen through conventional campaigns. Producing innovative audiovisual content —with humor, recognizable actresses, and a pioneering format—is a positioning strategy that is much more effective than direct advertising, especially when reaching out to the new generations of policyholders.

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