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.elementor-heading-title{font-size:24px;}}</style>{"id":32437,"date":"2026-09-19T23:20:09","date_gmt":"2026-09-19T23:20:09","guid":{"rendered":"https:\/\/thecloud.group\/?p=32437"},"modified":"2026-09-29T15:31:20","modified_gmt":"2026-09-29T15:31:20","slug":"iryo-technology-and-digital-production-for-the-launch-of-the-quiet-speed-in-spain","status":"publish","type":"post","link":"https:\/\/thecloud.group\/en\/iryo-tecnologia-y-produccion-digital-para-el-lanzamiento-de-la-velocidad-tranquila-en-espana\/","title":{"rendered":"iryo: technology and digital production for the launch of \u201cLa velocidad tranquila\u201d in Spain"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"32437\" class=\"elementor elementor-32437\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cfd484e elementor-section-stretched elementor-section-boxed elementor-section-height-default 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data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-72fca4b elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"72fca4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thecloud.group\/wp-content\/uploads\/elementor\/thumbs\/logo-pd8scx7e21qrxkwrdlcuh7c8eeq4vmzqsjri81k6ps.png\" title=\"logo\" alt=\"logo\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a76af51 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a76af51\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-cf15d65\" data-id=\"cf15d65\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e993978 elementor-widget elementor-widget-heading\" data-id=\"e993978\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">iryo: technology and digital production for the launch of \u201cLa velocidad tranquila\u201d in Spain<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c047b73 elementor-widget elementor-widget-heading\" data-id=\"c047b73\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">September 19, 2026<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-43acffb e-flex e-con-boxed e-con e-parent\" data-id=\"43acffb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a5b2d83 elementor-widget elementor-widget-text-editor\" data-id=\"a5b2d83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"PDq2pG_selectionAnchorContainer\" dir=\"auto\" data-start=\"902\" data-end=\"1228\"><strong data-start=\"902\" data-end=\"913\">Sector:<\/strong> Mobility \u00b7 Transport \u00b7 Rail \u00b7 Travel<br data-start=\"959\" data-end=\"962\" \/><strong data-start=\"962\" data-end=\"975\">Project:<\/strong> Brand launch in Spain<br data-start=\"1006\" data-end=\"1009\" \/><strong data-start=\"1009\" data-end=\"1021\">Bell:<\/strong> The calm speed<br data-start=\"1044\" data-end=\"1047\" \/><strong data-start=\"1047\" data-end=\"1065\">TCG Services:<\/strong> Digital production \u00b7 HTML5 development \u00b7 Advertising layout \u00b7 Brand Days \u00b7 Rich media \u00b7 Paid media \u00b7 Programmatic advertising \u00b7 Multi-format adaptation \u00b7 Advertising QA<\/p><h2 dir=\"auto\" data-start=\"1230\" data-end=\"1244\">The context<\/h2><p dir=\"auto\" data-start=\"1246\" data-end=\"1313\">Launching a new brand is not just about creating a campaign.<\/p><p dir=\"auto\" data-start=\"1315\" data-end=\"1518\">There is a later, much less visible moment in which that idea has to be transformed into hundreds of pieces capable of functioning correctly across different media, devices, formats, and platforms.<\/p><p dir=\"auto\" data-start=\"1520\" data-end=\"1691\">And when the brand being launched is <strong data-start=\"1562\" data-end=\"1570\">iryo<\/strong>, By entering one of the most important mobility markets in Spain, the margin for error is practically nonexistent.<\/p><p dir=\"auto\" data-start=\"1693\" data-end=\"2055\">In 2022, iryo introduced its concept to the market. <strong data-start=\"1739\" data-end=\"1767\">\u201cThe quiet speed\u201d<\/strong>, A proposal built around flexibility and a different way of understanding high-speed travel. The launch campaign was conceptually directed by Toni Segarra and Alegre Roca, in collaboration with McCann Barcelona.<\/p><p dir=\"auto\" data-start=\"2057\" data-end=\"2111\">While that idea was building the brand, there was another challenge:<\/p><p dir=\"auto\" data-start=\"2113\" data-end=\"2205\"><strong data-start=\"2113\" data-end=\"2205\">to make it work digitally, at scale, and across major advertising environments.<\/strong><\/p><p dir=\"auto\" data-start=\"2207\" data-end=\"2233\">That&#039;s where our work came in.<\/p><hr data-start=\"2235\" data-end=\"2238\" \/><h1 dir=\"auto\" data-start=\"2240\" data-end=\"2300\">From one creative campaign to hundreds of digital executions<\/h1><p dir=\"auto\" data-start=\"2302\" data-end=\"2357\">A creative approach can be perfect in a presentation.<\/p><p dir=\"auto\" data-start=\"2359\" data-end=\"2407\">But he still has to survive the real world.<\/p><p dir=\"auto\" data-start=\"2409\" data-end=\"2433\">Different resolutions.<\/p><p dir=\"auto\" data-start=\"2435\" data-end=\"2452\">Different ratios.<\/p><p dir=\"auto\" data-start=\"2454\" data-end=\"2462\">Desktop.<\/p><p dir=\"auto\" data-start=\"2464\" data-end=\"2471\">Mobile.<\/p><p dir=\"auto\" data-start=\"2473\" data-end=\"2481\">Tablets.<\/p><p dir=\"auto\" data-start=\"2483\" data-end=\"2526\">Publishers with different specifications.<\/p><p dir=\"auto\" data-start=\"2528\" data-end=\"2545\">Display formats.<\/p><p dir=\"auto\" data-start=\"2547\" data-end=\"2553\">Video.<\/p><p dir=\"auto\" data-start=\"2555\" data-end=\"2561\">HTML5.<\/p><p dir=\"auto\" data-start=\"2563\" data-end=\"2573\">Takeovers.<\/p><p dir=\"auto\" data-start=\"2575\" data-end=\"2586\">Brand Days.<\/p><p dir=\"auto\" data-start=\"2588\" data-end=\"2623\">Programmatic purchasing platforms.<\/p><p dir=\"auto\" data-start=\"2625\" data-end=\"2647\">Weight restrictions.<\/p><p dir=\"auto\" data-start=\"2649\" data-end=\"2659\">ClickTags.<\/p><p dir=\"auto\" data-start=\"2661\" data-end=\"2670\">Tracking.<\/p><p dir=\"auto\" data-start=\"2672\" data-end=\"2684\">Viewability.<\/p><p dir=\"auto\" data-start=\"2686\" data-end=\"2719\">Cross-browser compatibility.<\/p><p dir=\"auto\" data-start=\"2721\" data-end=\"2768\">And publication dates that cannot be changed.<\/p><p dir=\"auto\" data-start=\"2770\" data-end=\"2856\">Our involvement in the launch of iryo focused precisely on that layer:<\/p><h3 dir=\"auto\" data-start=\"2858\" data-end=\"2979\">convert the campaign&#039;s creative materials into digital executions ready for large-scale distribution.<\/h3><hr data-start=\"2981\" data-end=\"2984\" \/><h1 dir=\"auto\" data-start=\"2986\" data-end=\"3051\">Brand Days: digitally occupying a medium during a launch<\/h1><p dir=\"auto\" data-start=\"3053\" data-end=\"3153\">Within the launch strategy, one of the most demanding formats was the <strong data-start=\"3138\" data-end=\"3152\">Brand Days<\/strong>.<\/p><p dir=\"auto\" data-start=\"3155\" data-end=\"3203\">A Brand Day is not simply a big banner.<\/p><p dir=\"auto\" data-start=\"3205\" data-end=\"3416\">It is a high-impact advertising action in which different departments of a media outlet work together to temporarily transform a front page or section into an environment practically dominated by the brand.<\/p><p dir=\"auto\" data-start=\"3418\" data-end=\"3464\">It may simultaneously involve elements such as:<\/p><p dir=\"auto\" data-start=\"3466\" data-end=\"3553\"><strong data-start=\"3466\" data-end=\"3553\">Billboard + sidebars + page takeover + megabanner + mobile formats + video + HTML5.<\/strong><\/p><p dir=\"auto\" data-start=\"3555\" data-end=\"3808\">The technical specifications for Spanish media show precisely this combination of components and the strict limitations on dimensions, weight, behavior, HTTPS and resource consumption that must be respected.<\/p><p dir=\"auto\" data-start=\"3810\" data-end=\"3883\">When the user enters the media, they do not see five separate ads.<\/p><p dir=\"auto\" data-start=\"3885\" data-end=\"3928\">Go <strong data-start=\"3888\" data-end=\"3927\">a coordinated brand experience<\/strong>.<\/p><p dir=\"auto\" data-start=\"3930\" data-end=\"3990\">Achieving this requires much more than just exporting several images.<\/p><hr data-start=\"3992\" data-end=\"3995\" \/><h1 dir=\"auto\" data-start=\"3997\" data-end=\"4052\">Layout and programming of digital creatives<\/h1><p dir=\"auto\" data-start=\"4054\" data-end=\"4192\">Our team worked on transforming campaign materials into pieces prepared for different publishing environments.<\/p><p dir=\"auto\" data-start=\"4194\" data-end=\"4302\">This involved adapting and developing creative materials based on the technical specifications of each medium.<\/p><h3 dir=\"auto\" data-start=\"4304\" data-end=\"4326\">HTML5 and Rich Media<\/h3><p dir=\"auto\" data-start=\"4328\" data-end=\"4488\">Development and adaptation of dynamic pieces capable of incorporating animations, transitions, video, interactions and different behaviors depending on the format.<\/p><p dir=\"auto\" data-start=\"4490\" data-end=\"4559\">It wasn&#039;t just about getting a creative idea moving.<\/p><p dir=\"auto\" data-start=\"4561\" data-end=\"4579\">I had to do it:<\/p><ul data-start=\"4581\" data-end=\"4806\"><li data-start=\"4581\" data-end=\"4597\">correctly;<\/li><li data-start=\"4598\" data-end=\"4612\">fluently;<\/li><li data-start=\"4613\" data-end=\"4651\">without excessively penalizing weight;<\/li><li data-start=\"4652\" data-end=\"4697\">respecting the publisher&#039;s restrictions;<\/li><li data-start=\"4698\" data-end=\"4732\">maintaining the visual identity;<\/li><li data-start=\"4733\" data-end=\"4806\">and behaving correctly on different browsers and devices.<\/li><\/ul><hr data-start=\"4808\" data-end=\"4811\" \/><h2 dir=\"auto\" data-start=\"4813\" data-end=\"4839\">Multi-format adaptation<\/h2><p dir=\"auto\" data-start=\"4841\" data-end=\"4951\">A national campaign can end up generating dozens or even hundreds of variations of the same creative concept.<\/p><p dir=\"auto\" data-start=\"4953\" data-end=\"4964\">Billboards.<\/p><p dir=\"auto\" data-start=\"4966\" data-end=\"4978\">Megabanners.<\/p><p dir=\"auto\" data-start=\"4980\" data-end=\"4992\">Skyscrapers.<\/p><p dir=\"auto\" data-start=\"4994\" data-end=\"5006\">Page snatchers.<\/p><p dir=\"auto\" data-start=\"5008\" data-end=\"5019\">Dual MPU.<\/p><p dir=\"auto\" data-start=\"5021\" data-end=\"5035\">Interstitials.<\/p><p dir=\"auto\" data-start=\"5037\" data-end=\"5052\">Mobile banners.<\/p><p dir=\"auto\" data-start=\"5054\" data-end=\"5065\">Sticky ads.<\/p><p dir=\"auto\" data-start=\"5067\" data-end=\"5077\">Takeovers.<\/p><p dir=\"auto\" data-start=\"5079\" data-end=\"5093\">Video formats.<\/p><p dir=\"auto\" data-start=\"5095\" data-end=\"5106\">Rich Media.<\/p><p dir=\"auto\" data-start=\"5108\" data-end=\"5129\">Programmatic display.<\/p><p dir=\"auto\" data-start=\"5131\" data-end=\"5186\">Each piece has completely different proportions.<\/p><p dir=\"auto\" data-start=\"5188\" data-end=\"5236\">The challenge is not just about resizing.<\/p><p dir=\"auto\" data-start=\"5238\" data-end=\"5279\"><strong data-start=\"5238\" data-end=\"5279\">The composition needs to be reinterpreted.<\/strong><\/p><p dir=\"auto\" data-start=\"5281\" data-end=\"5326\">The main message must continue to work.<\/p><p dir=\"auto\" data-start=\"5328\" data-end=\"5364\">The brand must remain visible.<\/p><p dir=\"auto\" data-start=\"5366\" data-end=\"5398\">The CTA must retain priority.<\/p><p dir=\"auto\" data-start=\"5400\" data-end=\"5442\">The animation must still make sense.<\/p><p dir=\"auto\" data-start=\"5444\" data-end=\"5511\">And everything must remain consistent with the original creative concept.<\/p><hr data-start=\"5513\" data-end=\"5516\" \/><h1 dir=\"auto\" data-start=\"5518\" data-end=\"5583\">Programmatic: the technology behind advertising distribution<\/h1><p dir=\"auto\" data-start=\"5585\" data-end=\"5771\">A particularly relevant part of the project was the technological preparation of the creative assets for distribution within the ecosystem of <strong data-start=\"5730\" data-end=\"5770\">paid media and programmatic advertising<\/strong>.<\/p><p dir=\"auto\" data-start=\"5773\" data-end=\"5914\">In programmatic advertising, an advertisement has to meet a series of technical requirements that the user usually never perceives.<\/p><p dir=\"auto\" data-start=\"5916\" data-end=\"5921\">Tags.<\/p><p dir=\"auto\" data-start=\"5923\" data-end=\"5938\">Click tracking.<\/p><p dir=\"auto\" data-start=\"5940\" data-end=\"5960\">Impression tracking.<\/p><p dir=\"auto\" data-start=\"5962\" data-end=\"5977\">Dynamic URLs.<\/p><p dir=\"auto\" data-start=\"5979\" data-end=\"5990\">Ad servers.<\/p><p dir=\"auto\" data-start=\"5992\" data-end=\"5997\">DSPs.<\/p><p dir=\"auto\" data-start=\"5999\" data-end=\"6006\">Macros.<\/p><p dir=\"auto\" data-start=\"6008\" data-end=\"6022\">Maximum weights.<\/p><p dir=\"auto\" data-start=\"6024\" data-end=\"6050\">Reproduction policies.<\/p><p dir=\"auto\" data-start=\"6052\" data-end=\"6067\">Compatibility.<\/p><p dir=\"auto\" data-start=\"6069\" data-end=\"6090\">Responsive behavior.<\/p><p dir=\"auto\" data-start=\"6092\" data-end=\"6102\">Fallbacks.<\/p><p dir=\"auto\" data-start=\"6104\" data-end=\"6234\">Creativity needs to reach the right user, but first it needs to be technically capable of traversing that entire ecosystem.<\/p><hr data-start=\"6236\" data-end=\"6239\" \/><h1 dir=\"auto\" data-start=\"6241\" data-end=\"6287\">When technology and advertising meet<\/h1><p dir=\"auto\" data-start=\"6289\" data-end=\"6446\">This project perfectly represents a part of The Cloud Group that is usually less visible than our ERP, CRM, or enterprise software projects.<\/p><p dir=\"auto\" data-start=\"6448\" data-end=\"6513\">We also do applied engineering <strong data-start=\"6486\" data-end=\"6512\">advertising technology<\/strong>.<\/p><p dir=\"auto\" data-start=\"6515\" data-end=\"6578\">Because behind every great digital campaign there&#039;s also software.<\/p><p dir=\"auto\" data-start=\"6580\" data-end=\"6595\">There is JavaScript.<\/p><p dir=\"auto\" data-start=\"6597\" data-end=\"6603\">HTML5.<\/p><p dir=\"auto\" data-start=\"6605\" data-end=\"6609\">CSS.<\/p><p dir=\"auto\" data-start=\"6611\" data-end=\"6620\">Tracking.<\/p><p dir=\"auto\" data-start=\"6622\" data-end=\"6627\">APIs.<\/p><p dir=\"auto\" data-start=\"6629\" data-end=\"6640\">Ad servers.<\/p><p dir=\"auto\" data-start=\"6642\" data-end=\"6657\">Automation.<\/p><p dir=\"auto\" data-start=\"6659\" data-end=\"6674\">Compatibility.<\/p><p dir=\"auto\" data-start=\"6676\" data-end=\"6684\">Testing.<\/p><p dir=\"auto\" data-start=\"6686\" data-end=\"6702\">Infrastructure.<\/p><p dir=\"auto\" data-start=\"6704\" data-end=\"6750\">And a huge amount of technical coordination.<\/p><p dir=\"auto\" data-start=\"6752\" data-end=\"6887\">In a national launch campaign, a seemingly small error can end up appearing in front of hundreds of thousands of users.<\/p><p dir=\"auto\" data-start=\"6889\" data-end=\"6939\">That&#039;s why QA is a fundamental part of the process.<\/p><hr data-start=\"6941\" data-end=\"6944\" \/><h1 dir=\"auto\" data-start=\"6946\" data-end=\"6994\">QA: When &quot;it works on my computer&quot; it&#039;s not useful<\/h1><p dir=\"auto\" data-start=\"6996\" data-end=\"7093\">An advertising creative is not finished when it works on the developer&#039;s computer.<\/p><p dir=\"auto\" data-start=\"7095\" data-end=\"7148\">It is finished when it works where it is meant to be published.<\/p><p dir=\"auto\" data-start=\"7150\" data-end=\"7221\">Our process included validations on different combinations of:<\/p><p dir=\"auto\" data-start=\"7223\" data-end=\"7306\"><strong data-start=\"7223\" data-end=\"7306\">browsers, resolutions, devices, formats, and media specifications.<\/strong><\/p><p dir=\"auto\" data-start=\"7308\" data-end=\"7342\">In addition to checking aspects such as:<\/p><ul data-start=\"7344\" data-end=\"7566\"><li data-start=\"7344\" data-end=\"7380\">correct execution of animations;<\/li><li data-start=\"7381\" data-end=\"7409\">link behavior;<\/li><li data-start=\"7410\" data-end=\"7421\">tracking;<\/li><li data-start=\"7422\" data-end=\"7442\">resource load;<\/li><li data-start=\"7443\" data-end=\"7467\">responsive design;<\/li><li data-start=\"7468\" data-end=\"7489\">weight of the pieces;<\/li><li data-start=\"7490\" data-end=\"7513\">format fallback;<\/li><li data-start=\"7514\" data-end=\"7528\">readability;<\/li><li data-start=\"7529\" data-end=\"7548\">loading times;<\/li><li data-start=\"7549\" data-end=\"7566\">compatibility.<\/li><\/ul><p dir=\"auto\" data-start=\"7568\" data-end=\"7626\">In high-visibility campaigns, this phase is not optional.<\/p><p dir=\"auto\" data-start=\"7628\" data-end=\"7652\">It&#039;s part of development.<\/p><hr data-start=\"7654\" data-end=\"7657\" \/><h1 dir=\"auto\" data-start=\"7659\" data-end=\"7720\">The digital launch of a new high-speed brand<\/h1><p dir=\"auto\" data-start=\"7722\" data-end=\"8058\">iryo began its commercial operations in Spain on <strong data-start=\"7776\" data-end=\"7803\">November 25, 2022<\/strong>, Initially, in the Madrid\u2013Zaragoza\u2013Barcelona corridor, \u201cCalm Speed\u201d was the territory chosen to introduce the brand to the Spanish market and communicate flexibility as one of its main attributes.<\/p><p dir=\"auto\" data-start=\"8060\" data-end=\"8198\">Our role was to help transform that creative identity into <strong data-start=\"8123\" data-end=\"8197\">digital executions capable of living in the real media ecosystem<\/strong>.<\/p><p dir=\"auto\" data-start=\"8200\" data-end=\"8221\">Do not create the concept.<\/p><p dir=\"auto\" data-start=\"8223\" data-end=\"8299\">To make the concept work technically where it needed to appear.<\/p><p dir=\"auto\" data-start=\"8301\" data-end=\"8339\">And I think that distinction is important.<\/p><p dir=\"auto\" data-start=\"8341\" data-end=\"8389\">Because a good campaign needs great ideas.<\/p><p dir=\"auto\" data-start=\"8391\" data-end=\"8480\">But it also needs teams capable of turning those ideas into working technology.<\/p><hr data-start=\"8482\" data-end=\"8485\" \/><h1 dir=\"auto\" data-start=\"8487\" data-end=\"8530\">A project where the details mattered<\/h1><p dir=\"auto\" data-start=\"8532\" data-end=\"8615\">There are technological projects where success is measured by a new feature.<\/p><p dir=\"auto\" data-start=\"8617\" data-end=\"8679\">In advertising technology, it is often measured in a different way.<\/p><p dir=\"auto\" data-start=\"8681\" data-end=\"8732\">That an animation appears exactly when it should.<\/p><p dir=\"auto\" data-start=\"8734\" data-end=\"8787\">That a side panel fits correctly with a billboard.<\/p><p dir=\"auto\" data-start=\"8789\" data-end=\"8832\">That a creative responds well on mobile.<\/p><p dir=\"auto\" data-start=\"8834\" data-end=\"8869\">Don&#039;t let a video block a page.<\/p><p dir=\"auto\" data-start=\"8871\" data-end=\"8909\">That a ClickTag reports correctly.<\/p><p dir=\"auto\" data-start=\"8911\" data-end=\"8965\">That the weight remains within specifications.<\/p><p dir=\"auto\" data-start=\"8967\" data-end=\"9028\">Ensure that branding is consistent regardless of the medium.<\/p><p dir=\"auto\" data-start=\"9030\" data-end=\"9124\">That an activation scheduled for a specific time is ready when that time arrives.<\/p><p dir=\"auto\" data-start=\"9126\" data-end=\"9139\">They&#039;re just details.<\/p><p dir=\"auto\" data-start=\"9141\" data-end=\"9158\">Until they fail.<\/p><p dir=\"auto\" data-start=\"9160\" data-end=\"9191\">Then they cease to be details.<\/p><hr data-start=\"9193\" data-end=\"9196\" \/><h1 dir=\"auto\" data-start=\"9198\" data-end=\"9244\">The invisible engineering behind advertising<\/h1><p dir=\"auto\" data-start=\"9246\" data-end=\"9354\">The end user will probably never know what technology exists behind a creative work they just saw.<\/p><p dir=\"auto\" data-start=\"9356\" data-end=\"9390\">And that is precisely the goal.<\/p><p dir=\"auto\" data-start=\"9392\" data-end=\"9447\">When everything is working, you should only notice the campaign.<\/p><p dir=\"auto\" data-start=\"9449\" data-end=\"9483\">You shouldn&#039;t notice the adaptations.<\/p><p dir=\"auto\" data-start=\"9485\" data-end=\"9506\">Nor the restrictions.<\/p><p dir=\"auto\" data-start=\"9508\" data-end=\"9534\">Nor the different sizes.<\/p><p dir=\"auto\" data-start=\"9536\" data-end=\"9549\">Not even the code.<\/p><p dir=\"auto\" data-start=\"9551\" data-end=\"9566\">Not even the tracking.<\/p><p dir=\"auto\" data-start=\"9568\" data-end=\"9618\">Nor the advertising infrastructure behind it.<\/p><p dir=\"auto\" data-start=\"9620\" data-end=\"9645\">Technology is disappearing.<\/p><p dir=\"auto\" data-start=\"9647\" data-end=\"9664\">And the mark remains.<\/p><hr data-start=\"9666\" data-end=\"9669\" \/><h1 dir=\"auto\" data-start=\"9671\" data-end=\"9695\">The calm speed<\/h1><p dir=\"auto\" data-start=\"9697\" data-end=\"10039\">The launch campaign used slow-motion footage to develop the concept of <strong data-start=\"9788\" data-end=\"9816\">\u201cThe quiet speed\u201d<\/strong>, visually contrasting speed and calm. The launch ad itself used as a metaphor a red thread being threaded through a needle while the landscape moved forward at high speed.<\/p><p dir=\"auto\" data-start=\"10041\" data-end=\"10204\">That identity had to remain recognizable regardless of whether it appeared in a large-format audiovisual piece or in a digital advertising creative.<\/p><p dir=\"auto\" data-start=\"10206\" data-end=\"10257\">That was one of the main production challenges:<\/p><p dir=\"auto\" data-start=\"10259\" data-end=\"10339\"><strong data-start=\"10259\" data-end=\"10339\">to maintain the same brand experience in radically different formats.<\/strong><\/p><p dir=\"auto\" data-start=\"10341\" data-end=\"10378\"><span class=\"contents\" data-content-reference-start=\"10368\" data-content-reference-end=\"10453\"><span class=\"\" data-state=\"closed\"><a class=\"decorated-link\" href=\"https:\/\/www.youtube.com\/watch?v=OX6l31DQ24s&amp;utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\">Watch the campaign video<\/a><\/span><\/span><\/p><hr data-start=\"10380\" data-end=\"10383\" \/><h1 dir=\"auto\" data-start=\"10385\" data-end=\"10419\">What we took away from the project<\/h1><p dir=\"auto\" data-start=\"10421\" data-end=\"10505\">The launch of iryo demonstrates something we continue to apply today at The Cloud Group:<\/p><p dir=\"auto\" data-start=\"10507\" data-end=\"10577\"><strong data-start=\"10507\" data-end=\"10577\">Technology is also part of building a brand.<\/strong><\/p><p dir=\"auto\" data-start=\"10579\" data-end=\"10621\">A great idea needs great execution.<\/p><p dir=\"auto\" data-start=\"10623\" data-end=\"10796\">And when that execution has to work simultaneously across multiple media, platforms, and devices, the boundary between advertising and software practically disappears.<\/p><p dir=\"auto\" data-start=\"10798\" data-end=\"10810\">Creativity.<\/p><p dir=\"auto\" data-start=\"10812\" data-end=\"10819\">Media.<\/p><p dir=\"auto\" data-start=\"10821\" data-end=\"10827\">Data.<\/p><p dir=\"auto\" data-start=\"10829\" data-end=\"10836\">Code.<\/p><p dir=\"auto\" data-start=\"10838\" data-end=\"10851\">Programmatic.<\/p><p dir=\"auto\" data-start=\"10853\" data-end=\"10894\">It&#039;s all part of the same experience.<\/p><hr data-start=\"10896\" data-end=\"10899\" \/><h1 dir=\"auto\" data-start=\"10901\" data-end=\"10950\">From one creative idea to an entire digital ecosystem<\/h1><p dir=\"auto\" data-start=\"10952\" data-end=\"11070\">These types of projects are especially interesting because they showcase another dimension of our technological capabilities.<\/p><p dir=\"auto\" data-start=\"11072\" data-end=\"11123\">We don&#039;t just build business platforms.<\/p><p dir=\"auto\" data-start=\"11125\" data-end=\"11292\">We can also work as <strong data-start=\"11155\" data-end=\"11235\">Technology partner of agencies, marketing departments and major brands<\/strong> to run technically complex digital campaigns.<\/p><p dir=\"auto\" data-start=\"11294\" data-end=\"11305\">Rich Media.<\/p><p dir=\"auto\" data-start=\"11307\" data-end=\"11313\">HTML5.<\/p><p dir=\"auto\" data-start=\"11315\" data-end=\"11328\">Programmatic.<\/p><p dir=\"auto\" data-start=\"11330\" data-end=\"11344\">Landing pages.<\/p><p dir=\"auto\" data-start=\"11346\" data-end=\"11372\">Interactive experiences.<\/p><p dir=\"auto\" data-start=\"11374\" data-end=\"11388\">Integrations.<\/p><p dir=\"auto\" data-start=\"11390\" data-end=\"11407\">Dynamic Creative.<\/p><p dir=\"auto\" data-start=\"11409\" data-end=\"11441\">Creative automation.<\/p><p dir=\"auto\" data-start=\"11443\" data-end=\"11464\">Tracking and analytics.<\/p><p dir=\"auto\" data-start=\"11466\" data-end=\"11542\">Because when a campaign needs code, it stops being just advertising.<\/p><p dir=\"auto\" data-start=\"11544\" data-end=\"11570\"><strong data-start=\"11544\" data-end=\"11570\">It&#039;s also engineering.<\/strong><\/p><hr data-start=\"11572\" data-end=\"11575\" \/><h2 dir=\"auto\" data-start=\"11577\" data-end=\"11638\">Does your next campaign need more than just graphic materials?<\/h2><p dir=\"auto\" data-start=\"11640\" data-end=\"11757\">In <strong data-start=\"11643\" data-end=\"11662\">The Cloud Group<\/strong> We help brands and agencies turn creative concepts into real digital experiences.<\/p><p dir=\"auto\" data-start=\"11759\" data-end=\"11918\">From landing pages and interactive experiences to HTML5, Rich Media, special formats, Brand Days and advertising technology for programmatic campaigns.<\/p><p dir=\"auto\" data-start=\"11920\" data-end=\"11983\"><strong data-start=\"11920\" data-end=\"11983\">Creativity comes up with the idea. We make it work.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd6cb02 elementor-widget elementor-widget-image\" data-id=\"dd6cb02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"449\" src=\"https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907-1024x575.png\" class=\"attachment-large size-large wp-image-32448\" alt=\"\" srcset=\"https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907-1024x575.png 1024w, https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907-300x169.png 300w, https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907-768x431.png 768w, https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907-1536x863.png 1536w, https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907-18x10.png 18w, https:\/\/thecloud.group\/wp-content\/uploads\/2026\/09\/Captura-de-pantalla-2026-09-20-012907.png 1759w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>The Cloud Group developed a customized internal management platform for the Casa de M\u00e9xico Foundation in Spain to centralize information, digitize processes, and create a technological ecosystem prepared to evolve alongside the organization.<\/p>","protected":false},"author":1,"featured_media":32448,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[863],"tags":[903,900,901,899,744],"class_list":["post-32437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-casos-reales","tag-coches","tag-consultoria","tag-legal","tag-recomendado","tag-software"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>iryo: tecnolog\u00eda y producci\u00f3n digital para el lanzamiento de \u201cLa velocidad tranquila\u201d en Espa\u00f1a The Cloud Group<\/title>\n<meta name=\"description\" content=\"C\u00f3mo digitalizamos el archivo del Parlamentode Guinea Ecuatorial: alcance, retost\u00e9cnicos, soluci\u00f3n y resultado. 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