The Electric Factory

What The Electric Factory does

The Electric Factory is a creative innovation agency founded in 2003, operating from Montevideo, Uruguay with offices in New York, San Francisco, Miami, and San Juan, Puerto Rico. The firm serves global enterprise brand clients with end-to-end creative services organized around three core pillars: Realities (XR/AR/VR experiences), Interactive (digital solutions and web-based experiences), and Studios (audiovisual production, 3D CGI, animation, and visual effects). A separate R&D arm, TEF Labs, focuses on emerging technologies including AI, AR/VR, MR, OOH, and CGI.

The company's technology stack centers on mixed reality platforms — XR, AR, VR, WebGL, Unity, and spatial computing — combined with applied AI/ML capabilities including generative AI for audio content, sentiment analysis, conversational AI agents, and recommendation engines. Notable proprietary work includes AI-powered lullaby composition (Netflix The Sandman), a smart-label whiskey bottle (Chivas Regal), conversational AI mixed reality demos (Meta Quest 3), and gamified AR rehabilitation using LiDAR mapping (Children's Hospital LA). The firm was selected as one of three sample app developers for Meta Connect 2024's Spatial SDK launch, signaling platform-level recognition.

TEF generates revenue through bespoke professional services engagements with enterprise brand clients, priced on a custom project basis with no public pricing. Go-to-market relies on direct enterprise relationships and agency partnerships (BBH London, Deutsch LA, Richards/Lerma, Fluent 360), with the portfolio website and TEF Labs blog serving as primary marketing channels. Customer concentration is diversified across major CPG, beverage, entertainment, automotive, retail, and technology brands including Google, Walmart, Netflix, Meta, Nike, Toyota, Snapchat, HBO, Coca-Cola, Corona, Kraken Rum, Chivas Regal, Lancôme, Taco Bell, and Mercado Libre. The company is structured as a Florida LLC, privately held with no disclosed funding history, parent company, or institutional investors.

Name

The Electric Factory

Legal name

The Electric Factory, LLC

Website

https://theelectricfactory.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

The Electric Factory is a creative innovation agency building XR, AR, VR, and AI-powered experiences for global enterprise brands across entertainment, beverages, automotive, retail, and technology. Founded 2003, headquartered in Montevideo, Uruguay with US and Caribbean offices and 100+ staff.

Ownership category

akta.pro rank

Headquarters

HQ city

Montevideo

HQ country

Uruguay

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Creative Agency Services: End-to-end creative innovation services including strategy, design, and technology implementation for brand clients. Projects span XR/AR/VR experiences, digital campaigns, interactive installations, and content production.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Electric Factory is a creative innovation agency that designs and builds digital, mixed-reality, and audiovisual experiences for global brand clients. Its work spans XR/AR/VR experiences, interactive websites and digital campaigns, AI-powered experiences, metaverse activations, CGI/FOOH content, and cinematic production — delivered as end-to-end custom projects through three service pillars: Realities, Interactive, and Studios.

Product overview

The Electric Factory is a creative innovation company offering three core service pillars: Realities (XR/AR/VR experiences), Interactive (digital solutions), and Studios (audiovisual production). The company operates through a project-based model rather than a unified product platform. TEF Labs serves as an innovation laboratory for emerging technologies. Their portfolio includes gamified experiences like Chop & Drop for Meta Horizon Worlds and Carvana Tap Tap Sold; AI-powered experiences such as Netflix The Sandman Lullabies with sentiment analysis and AI-composed lullabies; metaverse experiences including Taco Bell Metaverse Wedding and Snapple Blockchain Bodega in Decentraland; AR/VR training solutions like Mercado Libre VR Training and Children's Hospital LA rehabilitation AR; and branded content through Studios including commercials and cinematic productions for clients like Kraken, CrystalBorne, and Corona. The company serves global brands including Google, Walmart, HBO, Snapchat, Netflix, Meta, Nike, Toyota, and Taco Bell.

Differentiator

Problem solved

Functional benefit

Brands

• TEF Labs: A research and innovation arm of The Electric Factory focused on emerging technologies including AI, AR/VR, OOH, MR, and CGI.

Products and services

• Realities (XR/AR/VR Experiences)

Quantifiable outcome

• Over 70 content pieces for single campaign (Kraken Rum)
• +5 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• MetacoreStrategic or Co-development PartnerCollaborated on multiple projects including Chop & Drop mobile game for Meta Horizon Worlds, Meta Focus spatial brainstorming app, Meta An Impossible Guest for Quest 3 demo, and Meta Open Arts AR mural project. TEF was selected as one of three sample app developers for Meta Connect 2024 Spatial SDK launch.
• Richards/LermaminorStrategic or Co-development PartnerAgency partnership for Avocados from Mexico Super Bowl Guacworld campaign, where TEF handled development, UX/UI design, and 3D modeling.
• SKUNK USminorStrategic or Co-development PartnerCreative partnership for Corona Extra Dear Summer campaign, where TEF contributed to commercial production.
• BBH LondonminorStrategic or Co-development PartnerPartnership with Pernod USA and BBH London for Absolut's global Planet Earths Favorite Vodka campaign.
• Deutsch LAminorStrategic or Co-development PartnerAgency brief from Deutsch LA for Snapple Elements metaverse bodega launch in Decentraland.
• Fluent 360minorStrategic or Co-development PartnerPartnership with Fluent 360 for Nissan Fanquake project during 2018 FIFA World Cup activations.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Buck: Global creative studio specializing in design, animation, motion, and interactive experiences for major brands. Direct peer in the Studios pillar (CGI, animation, visual effects) and shared enterprise client base.
• B-Reel: Independent creative studio specializing in interactive experiences, AR/VR, and digital storytelling for brands like Google, Nike, and Adidas. Direct peer in boutique digital craftsmanship and immersive branded work.
• Jam3: Canada-based creative and experience studio with deep AR/VR, interactive, and metaverse work for brands such as Netflix, Nike, and Adidas. Closely comparable service mix (Realities, Interactive, Studios) and similar enterprise client roster.
• Unit9: Global creative technology studio producing XR, AR, VR, interactive, and film content for global brands. Closest direct peer in the branded immersive-experiences category, with a comparable mix of Fortune-500 clients and bespoke experiential work.
• Tool of North America: Independent creative production and experiential studio combining film, AR, and interactive for major brands. Comparable boutique scale with a focus on innovative branded executions.
• Deeplocal: Pittsburgh-based creative tech studio building AR/VR, robotics, and immersive branded experiences for global brands. Comparable in size and in its engineering-heavy approach to creative campaigns.
• North Kingdom: Swedish interactive experience studio known for award-winning AR/VR, gamified web, and digital storytelling for brands like Nike, Volvo, and Netflix. Comparable in immersive digital craft and global enterprise delivery.
• Resn: New Zealand-based creative technology studio known for immersive WebGL, interactive, and AR campaigns. Comparable boutique scale and similar technology-forward approach to branded experiences.

Broad incumbents

• R/GA: Global digital creative agency under IPG, producing campaigns, products, and emerging-tech experiences for Fortune-500 clients. Larger incumbent with overlapping immersive and digital offerings but broader portfolio and integrated media.
• MediaMonks (S4 Capital): Global content, data, and digital production network inside S4 Capital, with extensive XR, metaverse, and content capabilities. Operates broadly across the same branded-experience category but at much greater scale and with end-to-end media buying.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theelectricfactory
• LinkedInlinkedin.com/company/the-electric-factory

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Electric Factory