What The Electric Factory Group does

The Electric Factory Group is a privately held creative innovation company founded in 2003 and headquartered in Montevideo, Uruguay, with offices in New York City, San Francisco, Miami, and San Juan, Puerto Rico. The company operates as a full-service creative agency delivering immersive technology-driven experiences across three service pillars — Realities (XR/AR/VR), Interactive (digital platforms and WebGL), and Studios (audiovisual production) — supported by a research sub-brand, TEF Labs. It employs 100+ multidisciplinary experts spanning UX/UI design, engineering, creative direction, post-production, data analysis, and mobile development.

The company's product portfolio spans AR filters for Meta Spark and Snapchat, Messenger video-call filters, metaverse activations in Decentraland, WebGL campaign sites, spatial-computing apps for Meta Quest 3, AI-driven conversational experiences, CGI/FOOH productions, and bespoke platforms with AI-powered tooling (e.g., bMedia Digital Transformation). Core technology stack includes Unity, WebGL, Spark AR, Meta Spatial SDK, LiDAR-based computer vision, generative AI for audio and visual content, NLP-driven dialogue systems, and sentiment analysis. Notable deliverables include work for Netflix (Sandman Lullabies, Sex Education installation, The Gray Man Metaverse), Meta (Focus app, An Impossible Guest, Open Arts, Horizon Worlds Chop & Drop), Taco Bell (Decentraland wedding), Nike (AirMax AR), HBO (VR Rooms), Snapple (Blockchain Bodega), Coors Light, Kraken Rum, Chivas Regal, and over 500 banners for Snapchat B2B campaigns across 10+ countries.

The company generates revenue through professional-services project engagements with global enterprise brands, priced on a quote basis per campaign, with no disclosed recurring SaaS contracts at material scale (the bMedia Digital Platform is an early exception). Distribution is direct enterprise sales supplemented by reputation-driven inbound from the portfolio site; the company holds ISO/IEC 27000-aligned information security policies and is GDPR/CCPA compliant. In 2021 it won NY Festivals Best Boutique Agency of the Year. The Electric Factory, LLC is incorporated in Florida, USA.

Name

The Electric Factory Group

Legal name

The Electric Factory, LLC

Website

https://theelectricfactory.com

Company type

Private

Founded year

2003

Operating status

Operating

Short description

The Electric Factory Group is a creative innovation company founded in 2003 that delivers immersive XR/AR/VR, WebGL, metaverse, AI-powered, and audiovisual experiences for global enterprise brands including Netflix, Meta, Snapchat, Nike, HBO, Taco Bell, and Walmart, with 100+ experts across Uruguay, the US, and Puerto Rico.

Ownership category

akta.pro rank

Headquarters

HQ city

Cêrro Largo

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Creative Services and Innovation Projects: Full-service creative agency providing strategic thinking, creative design, and technology development for enterprise clients across XR, AR, VR, interactive, and audiovisual projects. Revenue generated through project-based engagements with major brands for campaign development, metaverse experiences, and immersive activations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

The Electric Factory Group is a creative innovation company that designs and produces immersive XR/AR/VR experiences, interactive digital campaigns, metaverse activations, and audiovisual content for global enterprise brands. It combines strategy, creative design, and proprietary technology to deliver end-to-end brand experiences across multiple channels and platforms.

Product overview

The Electric Factory Group is a creative innovation company offering a portfolio of technology-driven creative products organized across three service pillars: Realities (XR/AR/VR experiences), Interactive (digital solutions), and Studios (audiovisual production). The company operates TEF Labs as its research and innovation division. Key products include Chop & Drop (mobile cooking game for Meta Horizon Worlds), Meta Focus (spatial productivity app for Quest), Meta An Impossible Guest (AI-powered mixed reality experience), Netflix metaverse experiences (The Gray Man, Sex Education, The Sandman Lullabies), AR filter suites for Messenger/Snapchat/Meta Spark, Lancôme AR E-Commerce foundation tester, Voiijer social platform, Nike AirMax AR campaign, bMedia Digital Platform with AI banner creation, DesignDistrict.com CMS platform, and FOOH (Fake Out of Home) CGI experiences. The company also delivers branded campaigns for clients including Kraken, Taco Bell, Carvana, Corona, Coors Light, Nike, HBO, Toyota, Snapple, and others, leveraging technologies including AI (generative AI, NLP, sentiment analysis), computer vision, WebGL, VR/AR, and metaverse platforms.

Differentiator

Problem solved

Functional benefit

Brands

• TEF Labs: An innovation lab focused on AI, AR/VR, OOH, MR, and CGI technologies. Publishes articles and insights on emerging technologies and their applications in advertising and creative industries.

Products and services

• TEF Realities End-to-end design, development, and production of XR, AR, and VR experiences, including metaverse activations, AR filters and lenses, VR games, and spatial computing applications for global enterprise brands.
• TEF Interactive Design and development of interactive digital experiences, branded platforms, and digital campaign solutions that connect creative storytelling with technology across web and connected channels.
• TEF Studios Audiovisual production services covering branded video content, campaign films, and production support for integrated marketing activations and brand storytelling.
• TEF Labs Innovation and R&D-focused offering that prototypes emerging creative technologies, generative AI tools, and new immersive formats to feed client work and internal capabilities.

Quantifiable outcome

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

Named customers30 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability13 records

Feature10 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Mar MaremotocoreStrategic or Co-development Partner · 1 January 2021Collaboration with Mexican queer and feminist artist for Nike Air Max 2021 campaign. Created AR filters representing the cause's emblematic flag as part of Max Accelerator Program to redefine women's role in sneaker culture.
• Meta (Facebook AR Video Ads)coreTechnology or IntegrationIntegration partner for AR filter deployment. Used Meta's Spark AR platform and Facebook AR video ads for Lancôme Foundation Tester and Nike AR filter campaigns.
• Meta (Quest/Spatial SDK)coreTechnology or IntegrationDevelopment partner for Meta's Spatial SDK tutorials. Built 'Focus' app as one of three sample apps for Meta Connect 2024 to demonstrate Quest development capabilities.
• Warner Bros. (Space Jam)minorStrategic or Co-development PartnerPartner for Messenger Space Jam 360 filter creating immersive Looney Tunes environment for Space Jam 2 movie release.
• Beauty Shop PRminorChannel Partner/ Reseller/ DistributorE-commerce partner for Lancôme AR Foundation Tester redirecting users to purchase products via curbside pickup.
• Deutsch LAminorStrategic or Co-development PartnerAgency partner for Snapple Blockchain Bodega metaverse project brief.
• Richards/LermaminorStrategic or Co-development PartnerAgency partner for Avocados From Mexico Super Bowl Guacworld campaign.
• SKUNK USminorStrategic or Co-development PartnerProduction partner for Corona Extra 'Dear Summer' campaign commercials.
• Meta (Horizon Worlds)coreTechnology or IntegrationCollaboration with Meta for Chop & Drop mobile game built for Horizon Worlds platform. TEF built the entire game including physics, assets, and core loop.
• BBH LondonminorStrategic or Co-development PartnerCreative agency partner with Pernod USA for Absolut 'Planet Earth's Favorite Vodka' global campaign.
• XplashminorImplementation/ SI/ Consulting PartnerClient partner for Mercado Libre VR Training development. Xplash tasked TEF with developing immersive training solution for packaging processes.
• Fluent 360minorStrategic or Co-development PartnerAgency partner that proposed Nissan Fanquake challenge for 2018 FIFA World Cup activation.
• Meta Open ArtscoreStrategic or Co-development PartnerPartnership with Meta's artist empowerment initiative to develop AR filters that extend physical art into digital experiences, working with Brazilian artist Talita Hoffmann.
• Talita HoffmannminorStrategic or Co-development PartnerBrazilian artist whose 20-foot mural at Meta's São Paulo office was enhanced with AR filter featuring 9 full animations and directional sound design.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Psyop: Independent creative studio specializing in VFX, CGI, AR/VR, and digital content for major brands and entertainment clients. Comparable in mixing high-end creative production with emerging technology for enterprise clients.
• BUCK: Independent creative design and technology studio with strong AR/VR, motion design, and interactive experience capabilities for clients like Apple, Google, Nike, and Meta. Closely comparable in technical creative approach and tech-forward client base.
• Trigger (formerly Trigger Global): Independent creative and production studio with strong AR, VR, and interactive capabilities for major brands. Comparable in mixing creative, technology, and entertainment production for enterprise clients.
• Tool of North America: Creative production company with focus on AR/VR, interactive experiences, and digital content for brands. Comparable in size, enterprise client focus, and emphasis on emerging technology creative work.
• Active Theory: Los Angeles-based creative technology studio specializing in WebGL, immersive web experiences, AR/VR, and real-time 3D for major brands. Most direct competitor in the XR/AR/VR creative production space with comparable enterprise client roster.
• UNIT9: Global creative production group with deep AR/VR, interactive installation, and digital experience capabilities serving brands like Google, Samsung, and Nike. Closely comparable in service offering (immersive experiences, AR filters, interactive campaigns) and enterprise client mix.

Emerging players

• 17BITS (formerly 17media): Latin American creative technology studio with AR/VR and digital experience capabilities. Closer regional overlap with TEF's Uruguay/LatAm footprint and emerging brand work.

Broad incumbents

• MediaMonks (S4 Capital): Global creative and technology production company with significant AR/VR, content, and digital experience capabilities. Comparable in serving enterprise brands with immersive creative work, but at much larger scale.
• R/GA: Global digital agency with innovation practice and emerging technology capabilities serving enterprise clients. Publicis-owned, larger scale, overlapping technology and creative services for major brands.
• Huge: Large global digital agency with experience design, technology, and creative capabilities serving enterprise clients including Google, Nike, and others. Overlaps with TEF on interactive digital experiences and AR/VR, but offers broader services like product design and marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

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

Compliance3 records

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 Group