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:
The origin of the project
Despite Brazil's reputation for award-winning advertising campaigns, that skill is mostly concentrated in a few group of agencies in Sao Paulo. How is it possible to create a more consistent Brazilian industry? More than that, how can I disseminate information that is personally close to me?
With my professional network's support, I have been actively striving to share knowledge from top creative experts. However, building a content production and distribution structure from scratch was necessary. And that is precisely what will be presented here.
My role
As a founder, executive producer or designer, I participated in all parts of the project, sometimes getting hands-on, and other times leading the team. Starting from the product conception, market research, brand identity, design system, system architecture, website development, UX process, scriptwriting, filming, pre and post-production of videos, launch, and promotional campaigns.
VISUAL IDENTITY
The design was conceived based on the brand's values: providing the best user experience with simple, intuitive, and user-friendly interfaces, conveying a high standard of quality in our product.
This 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. The logo and its motion design studies were very well executed by Dado Queiroz. The design of all web applications was my responsibility.
Logo and motion design:
Dado Queiroz
Institutional video lettering.
The illustrations found in the videos and downloadable assets feature a vector style, characterized by smooth lines and geometric shapes, resulting in a minimalist visual. The choice of this style was also determined by its ease of replication, thanks to its adaptability and flexibility in manipulation.
Example of downloadable assets. All illustrations were my responsibility.
The script
Once the class theme has been defined, the teacher 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.
Below are some data points on data-driven storytelling, used to set the standard for the classes.
Personal notes from
the script planning phase.
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 save costs when building an e-commerce website, it was decided to design and integrate it into a content management system (CMS) with APIs for payment, member area, and marketing automation. The use of SaaS architecture provided a secure system with ongoing support.
The CMS allowed for easy testing and modification of content, without frequent developer intervention. Additionally, the website was connected to analytics platforms to gather data on traffic, heat maps, bounce rates, traffic sources, social media, and advertising campaigns.
The UX Process
Throughout the prototyping phase and even after the website was launched, usability tests and traffic data analysis were carried out to continuously improve the content.
Before the lessons were released, all content was meticulously tested and refined. Feedback was sought from the audience, and video traffic analytics were utilized to make necessary editing adjustments, insert infographics and text, and provide downloadable assets.
To ensure the effectiveness of the website and advertising campaigns, were also utilized data from analytics, heat maps, and AB tests to evaluate each of our pages and make informed decisions for optimization.
The launch event
The website was launched simultaneously with the launch of the first class: Rita Almeida and the Human Factor. It happened with a free webinar, led by Rita, in collaboration with the Sao Paulo Planning Group. This institution possesses the largest email list catering to the target audience of the inaugural class. Our primary goal was to generate a list of prospective customers, which would serve as a foundation for creating lookalike audiences in digital campaigns. The event surpassed our expectations by attracting a significantly larger audience than originally projected, with registrations exceeding our estimates by five times.
The event has reached maximum capacity of participants.
Presentation used by Rita Almeida at the launch event.
the outcome
Due to market changes throughout the pandemic, the project did not achieve the expected commercial outcome. During this period, free webinars and podcasts focused on the same target were launched on a daily basis.
Unfortunately, the decision was made to discontinue the project. Therefore, most of the marketing plans did not come to fruition.
Despite this, it can be said that the implementation was a success. From the brand identity to the development of a secure, cost-effective e-commerce system with elastic capacity to remain stable during periods of high demand. Additionally, the creation and production of the content reached the quality of major productions in Brazilian advertising.
Having the opportunity to develop an idea from start to finish and the awareness of the learning acquired so far, 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.