The same brand, at the speed of social.
How FYS, a Heineken brand, turned consistency into infrastructure — and keeps the same visual DNA with production at the agency.
Production routine
·
Jan 2026 – Jun 2026
1,753
on-brand pieces
568
assets generated in a single day (peak)
[ The brand ]
The brand is Heineken’s. The content is the agency’s. The identity is one.
FYS is a canned beverage brand from Heineken Brasil — a line of flavors such as Amazonian guaraná and Sicilian lemon, made for the rhythm of social, where the brand lives on constant content.
The challenge is the one every brand produced outside its own walls faces: the identity has to stay intact even when the one creating isn’t the brand, but an agency. FYS uses Pupila, the brand technology platform, to scale its visual presence without losing its brand DNA.
[ Challenge ]
The rhythm of social doesn’t wait for the creative queue.
Everything went through the creative queue
Without its own art team, the content duo competed for a queue shared across several accounts to finish any piece.
Consistency depended on memory, not on a system
With production passing through many hands — brand, agency, creative — keeping the visual DNA relied on remembering the brandbook at every step.
Every wait was a missed opportunity
Between having the idea and having the on-brand piece in hand, there were days. By the time the art was ready, the window had often closed.
[ Solution ]
Consistency moved out of people and into the structure.
FYS’s guidelines live configured in a single environment in Pupila. Almap’s duo creates right there — inserting the product, adjusting the scene, generating the format — and every piece is born inside the brand.
Seal and grid go in on their own. Consistency stopped being a step in the process and became its starting point.
“It makes things so much easier for us, especially with opportunity-driven content.”
Almap · Agency for FYS
[ Brand safety ]
No image another brand could use.
At Pupila, every FYS piece starts from the brand’s configured brandbook — its style, visual repertoire and own elements. Production doesn’t start from third-party images.
For a group the size of Heineken, this matters as much as speed: the brand grows in volume without each new piece raising a question about the origin of what’s in it.
[ Beta · Marketing Powerhouse ]
From brief to final piece, in the same environment.
The whole campaign comes out ready at once — and already inside the brand.
Image and copy come together in the final piece and unfold on their own into every format the channel needs.
[ The takeaway ]
When consistency becomes infrastructure.
Agency autonomy. Consistency under volume. More formats with the same team. Brand safety.
When consistency stops being a task and becomes infrastructure, the brand no longer has to choose between scaling and staying whole.