Project Summary An end-to-end audiovisual content strategy focused on translating complex corporate finance concepts into dynamic narratives. The project combined explanatory journalism, art direction, and motion design to strengthen digital authority and create a new lead acquisition channel for Santos,Bas.
The Challenge: Humanizing B2B without losing technical rigor Santos,Bas Decisões de Valor is a financial consultancy with deep expertise in Valuation and Mergers & Acquisitions (M&A). The central challenge was transitioning this knowledge—traditionally restricted to boardrooms and complex spreadsheets—into the digital ecosystem.
The goal was to strengthen the brand’s positioning on YouTube, attracting new qualified leads and educating the market. However, the corporate finance niche presents a clear obstacle: information density. The project required finding the perfect balance between simplifying the language (avoiding unnecessary jargon) and maintaining the technical rigor and authority demanded by decision-makers (CEOs, investors, and directors).
The Strategy & Solution: Explanatory Journalism in Action To solve this equation, we developed a content strategy based on explanatory journalism and service design techniques. The project was structured on three main pillars:
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Scripting and Narrative: We transformed dry topics—such as the 11 variables of valuation or strict M&A rules—into audiovisual pills with an almost journalistic rhythm. The text was polished to be direct, fluid, and engaging, serving as the backbone of each episode.
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Visual Translation and Motion Design: The art direction was designed to materialize the intangible. I was responsible for creating a motion visual identity that followed the experts’ speech. Through precise motion graphics, complex charts and cash flows were visually translated on screen, facilitating information retention and making the learning experience more accessible.
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Hybrid Production and Brand Consistency: The filming was planned to convey credibility, transforming the client’s own office into a professional shooting set. The editing merged human presence (expert authority) with the dynamism of information design.
The Result The project delivered much more than a series of videos; it built the foundation of the Santos,Bas YouTube channel. We ensured total aesthetic consistency and coherence between the visual discourse and the consultancy’s positioning. The result is a library of evergreen content that educates the market, simplifies decision-making, and positions Santos,Bas as an accessible and modern benchmark in corporate finance in Brazil.
Credits
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Strategy, Script, and Creative Direction: André Chiavassa
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Art Direction and Visual Translation: André Chiavassa
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General Production, Editing, and Motion Graphics: André Chiavassa
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Filming, Direct Sound, and Set Assembly: Victor Lopes
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Editing Support: Victor Lopes and Alexandre Marin (Produced via Estúdio Ó!)
