The Human Factor
The Human Factor was the first class of the project The Creatives, and also my first experience as a content producer. My goal was to transform the learning moment into entertainment, avoiding the stereotypes of a traditional class.
Check out the trailer of the production:
about the class
Rita Almeida is one of the most influential professionals in strategic planning and market behavior studies. Her main secret is placing people at the heart of communication projects. In this class, she shares her methods for deeply connecting with her audience and listening to their needs, while also explaining her brand-building strategy from research and analysis to presentation.
The UX Process
Rita's expertise in research was a game-changer at this part of the process. She shared information collected throughout her career in classes about this topic. In addition, valuable insights came from Rodrigo Maroni, president of Sao Paulo Planning Group, experienced in producing talks for the same audience.
Based on this and other collected data, we created a user experience map. The script was then tested and adjusted using video analytics and qualitative research, to ensure optimal comprehension, through editing adjustments and the insertion of infographics, text, and downloadable materials.
The script
After receiving the outline of Rita's class, we began the process of adapting the text into a script. To make the content more engaging and appealing to the audience, we decided to use all the resources employed by advertising to captivate its consumers: storytelling, attractive images, music, catchphrases and influencers.
During one hour, marketing concepts are mixed with brand strategy, philosophy, sociology and anthropology. And all this information is aided by external elements, such as posters, photos, illustrations, infographics, and motion design, to facilitate the student's comprehension.
Dealing with copyright
To avoid copyright issues, we couldn't show the campaigns mentioned during the classes. So, we hung posters with key concepts and some film frames, while Rita told the stories behind each case.
We faced a similar problem for showing pictures of the philosophers. To avoid lawsuits over image rights and photographer's copyright, I illustrated them myself.
Zygmunt Bauman
Claude Levi-Strauss
Jan Chipchase
VISUAL IDENTITY
The shooting took place at F/Nazca. With a clean and minimalist decoration of the agency, we found it interesting to follow this style in the composition of the visual identity of the class. The language adopted was a mixture of photos taken on the day of filming with the brand's fonts and colors.
By director JP Lasmar's decision, all modules started out out of focus and then adjusted to sharpness. It generated beautiful images, which were later used as a background. Following this idea, some images of light drawings on the walls of the agency were also chosen.
The video production
I was responsible for setting up and leading a multidisciplinary production and post production team of 18 professionals. The shooting team included director, assistant director, lighting, sound, assistants, logger, makeup artist.
The soundtrack
The track followed the rhythm of the class: calm and inspiring. It became a reference for the following productions. The composition is by David Bessler.
The launch event
The primary goal of the class launch was to generate a list of potential customers and use it as a standard for lookalike audiences in digital campaigns. It was achieved through a free webinar with Rita Almeida, which attracted a significantly larger audience than originally projected. The number of registrations exceeded expectations by five times.