Amaya

In May 2025, a San Francisco-based startup approached us with a specific need. They had developed a platform that allowed fitness coaches to join and offer personalized workout and nutrition plans to individuals. Their growth strategy deliberately avoided direct advertising, relying instead on organic promotion through coaches’ social media links.
The challenge was threefold as they needed to:

• build demand indirectly, without promoting the platform name
• create organic influence that felt authentic, emotional, and relatable
• avoid the risks of human influencers, such as off-brand behavior that could negatively impact customer trust.

This required an approach that fits naturally into social media culture while quietly driving measurable results, such as increased sign-ups for plans.

Rather than producing short-term influencer content, we offered a custom virtual influencer that serves as a permanent brand asset, not a short-term tactic.
Not an avatar.
Not a campaign idea.
But a fully owned digital personality built to grow with the brand.
Amaya was intentionally made to break away from polished influencer clichés:

• 27 years old, mixed-race, female
• unemployed, single, overweight
• emotionally strong, physically insecure

No perfect AI polish. No grand successes. Her narrative centers on effort, discipline, and gradual progress – not perfection. She feels real. That becomes the foundation for trust. It targets audiences who connect with honest journeys over unattainable perfection.

From the very start, Amaya was engineered as a system rather than a standalone execution.
That comes with certain strategic advantages, including:

• Constant availability without dependency on human schedules
• Full control over tone, behavior, visuals, and messaging
• elimination of talent fees, reshoots, travel costs, and production bottlenecks
• zero reputational risk tied to human behavior

In addition, the client has gained intellectual property rights (IP) for the character. The copyright protection for fictional characters lets Amaya appear anywhere digital. She adapts across platforms and future campaigns, which ensures flexibility plus maximum reach and revenue over time.

Content follows Amaya’s evolving journey in a consistent way.
She appears at different points in her journey:

• Early struggles and self-doubt
• Plateaus, setbacks, and small wins
• Visible progress and growing confidence

Posts cover workouts, dietary changes, emotional moments, and breakthroughs. They mirror how real influencers build relationships with their audiences.
An editorial plan guides this, drawn from real influencer benchmarks. This supports ongoing audience retention and conversions.
Amaya launched on Instagram. Expansion to additional platforms follows.

Immediate gains:

• Continuous influence without recurring production costs
• Faster turnaround and content reuse across channels
• Brand-safe messaging with full creative control

Long-term impact:

• A scalable alternative to human influencer dependency
• A future-ready marketing asset owned entirely by the brand
• A digital persona that evolves alongside audience needs

One authentic digital character can influence thousands, stay on message indefinitely, be protected by IP rights, and deliver value far beyond a single campaign.