This is is my first experience
as an entrepreneur.
The Creatives produces
and sells content
with the biggest names
in Brazilian advertising.
Check out the trailers of the first productions. Subtitles available if needed.
The origin of the project
Despite Brazil's reputation for award-winning advertising, most of the talent is concentrated in a few agencies in São Paulo. How can we build a stronger national industry and share knowledge from people close to me?
With the support of my network, I have worked to spread insights from top creative experts — which led me to build a content production and distribution structure from scratch. That is what I will present here.
My role
As founder, executive producer, and designer, I was involved in every phase of the project, sometimes getting hands-on, other times leading the team:
VISUAL IDENTITY
The design was guided by the brand’s values: delivering a high-quality, user-friendly experience through simple and intuitive interfaces. It was accomplished through extensive research into color schemes, font styles, and graphics. Additionally, particular attention was given to creating a responsive interface design, ensuring a positive user experience on any device.
Logo and motion design:
Dado Queiroz
Institutional video lettering.
The illustrations in the videos and assets feature a minimalist vector style with smooth lines and geometric shapes, chosen for its adaptability, flexibility, and ease of replication.
Example of downloadable assets. All illustrations were created by me.
The script
Once the class theme has been defined, the guest instructor shares the initial drafts with a team of creatives and the scene director. Together, they discuss the modules and brainstorm creative ways to make the content more engaging and easily comprehensible. This is achieved by utilizing data-driven storytelling, which involves transforming raw data into easy-to-understand narratives using data analysis, data visualization, and narrative components.
After some meetings, the team has a practice run for the shooting day and adjusts the script as needed. A week later, the recordings take place.
Theory supported by images to facilitate understanding.
The video production
I also worked as a producer, responsible for setting up and leading a multidisciplinary team of 18 professionals. The film crew included a director, assistant director, lighting and sound crews, a logger, and a makeup artist. In post-production, the team consisted of an editor, motion designer, colorist, sound producer, and sound designer.
Sound logo, by David Bessler.
the system architecture
To minimize risks and costs in building an e-commerce website, it was integrated with a CMS and APIs for payment, member areas, and marketing automation. SaaS architecture ensured security and ongoing support. The CMS enabled easy content testing and modification, while analytics platforms tracked traffic, heat maps, bounce rates, and campaign data.
The UX Process
During prototyping and post-launch, usability tests and traffic analysis were conducted to improve content. Before releasing lessons, content was tested and refined with audience feedback, video traffic analytics, and necessary adjustments like adding infographics, text, and downloadable assets. To optimize the website and campaigns, data from analytics, heat maps, and A/B tests were used to evaluate and enhance each page.
The launch event
The website launched alongside the first class, Rita Almeida and the Human Factor, with a free webinar hosted by Rita in partnership with the Sao Paulo Planning Group, which has the largest email list for our target audience. The goal was to build a prospective customer list for future digital campaigns. The event exceeded expectations, attracting five times more registrations than anticipated.
The event has reached maximum capacity of participants.
Presentation used by Rita Almeida at the launch event.
the outcome
Due to market changes during the pandemic, the project did not achieve the expected commercial results. The launch of daily free webinars targeting the same audience became a significant challenge, as they directly competed with the project and impacted its revenue potential.
Unfortunately, the decision was made to discontinue the project, and as a result, most of the marketing plans were not fully realized.
Despite this, the project was successfully implemented. From establishing the brand identity to developing a secure, cost-effective e-commerce system, everything was executed with precision. Additionally, the content creation and production met high industry standards, reflecting the quality of prominent Brazilian advertising productions.
The opportunity to develop an idea from start to finish, combined with the valuable lessons learned throughout the process, made the entire journey worthwhile.
Acknowledgment
It would not be possible to get this project off the ground without the help of so many friends. Here's a personal thank you to Raphael Lima, Edson Oda, Rodrigo Almeida, Jean Paulo Lasmar, Alexandre Ianez Peralta, David Bessler, Ulisses Razaboni, Ingrid Lopes, Guilherme Moreira, Dado Queiroz, Samuel Uresti, Augusto Fortuna and of course, Rita Almeida and Pedro Gravena.