This study discusses the growing presence of non-massive advertising initiatives. The origin of this phenomenon is associated with different aspects that make the contemporary communicational scenario a space of media convergence, direct interaction between consumers and individualisation. Focusing on smaller groups of actors rather than big massive targets, advertisers are directing specific messages to one-person targets, taken into their own idiosyncrasies, and increasingly independent of social imperatives. In this sense, the work discusses the role of so-called hyperconsumers as brands and advertising agents, and the emergence of a form of content distribution centered on the co-presence of individuals. From a semiotic perspective, the study seeks to analyze the semantic aspects involved in this personalized form of communication, usually marked by ludicism and immersion. Finally, through the contact between design process and advertising, this research proposes an interdisciplinary approach of both areas, which can indicate some contributions of Design methodology in advertising communication practice.