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

The challenge

Before Higgsfield, the hardest part of the studio’s workflow was translating a creative idea into a visual universe consistent and controllable enough to carry an entire production. PURGA, an AI creative studio founded in Buenos Aires in 2025, produces commercials, branded content and original films for brands and agencies across Latin America and internationally, and works with AI in what it calls an artisanal way. That way of working requires one thing above all: control over the tool.

Character design, casting, locations, lenses, camera positions and visual continuity had to be managed across different tools and many independent generations, with reference images, moodboards and manual compositing holding the pieces together. Each tool was powerful on its own; the process around them was fragmented.

The idea

PURGA treats AI as a production tool and, increasingly, a new audiovisual language, never a replacement for filmmakers, directors or artists. Technology, in the studio’s view, is only valuable with strong human intention behind it. The practical version of that principle is a change of sequence: fix the characters and visual direction first, then build the world around them.

How it was built

Instead of generating images one prompt at a time and matching them to each other afterward, PURGA develops the characters first, then explores shots around them. Casting, lenses, framing and camera position become decisions inside one visual system rather than settings re-solved for every image. Consistency stops being something directors recover after the fact and becomes something they maintain as they go: less time chasing continuity, more time making creative decisions.

That sequence is the pipeline behind “Lorem Ipsum,” the campaign that won PURGA its Bronze Lion in Film: characters, shots and imagery developed in Cinema Studio, with animation and music handled by other AI tools in the studio’s stack.

The products

Cinema Studio carried character creation and shot and image development: casting, lenses, framing, camera position and visual consistency handled inside one system. The broader Higgsfield platform consolidated steps that previously lived on separate tools without forcing one methodology; every project is different, and PURGA builds the workflow each production needs, collaboratively, in one place.

The result

PURGA doesn’t count the change in cost or time. The studio measures it differently: it reaches the image it actually wants sooner, and reinvests the time it gets back in thinking, experimenting, directing and refining the craft. The studio calls it quality time: in its words, “less time fighting the process, more time improving the work.” Iteration makes variation practical: even in a highly defined project there is room to test another direction or discover an unexpected variation that changes the entire piece. Approvals change with it: decisions stay creatively flexible for longer, and clients see alternatives and explore variations while the direction is still being shaped.

Before Higgsfield: continuity recovered by hand across fragmented tools. After: one visual system, maintained as the studio goes.

There’s a line craftspeople draw between operating a machine and holding a tool: the machine runs on its own terms; the tool answers the hand. Everything PURGA describes sits on the tool side of that line. The studio’s own summary: