Company
Sala de Roteiro

Principal
Gustavo Rademacher

Location
Rio de Janeiro, BR

Category
Arts & Culture

(overview)

According to the recent report from McKinsey & Company, The future of video entertainment: Immersive, gamified, and diverse¹, digital media is significantly shaping industry growth. This expansion is driven by the surge in mobile broadband, especially in emerging markets, and the evolution of over-the-top (OTT) services like Netflix, Amazon Video, and HBO. These platforms are at the forefront, captivating audiences with diverse, consumer-centric services that highlight the ongoing digital transformation.

Gone are the days when watching a film at home was a last resort when other leisure activities weren't an option. Now, whether at home or travelling, it's common to dive into films or binge-watch series. In 2021, despite the challenges of the pandemic, the Entertainment & Media industry rebounded, with a robust 10.4% increase in revenue. By 2026, PWC predicts the industry will near a staggering US$3tn in revenues, reflecting the dynamic shift in how stories can be told when freed from traditional constraints.

From multi-million dollar films shot on iPhones to high-budget Instagram campaigns, the possibilities are endless. It's crucial for creators to know their message and perspective. As the industry evolves, writers like José Magalhães and Gustavo Rademacher at Sala de Roteiro (Sala) are adapting, seeking new ways to capture and retain audience attention. Their approach to seeking help in framing their narratives for a global audience marks a proactive step towards engaging with diverse, international markets.

(1.1.4 business positioning)

At the heart of Sala de Roteiro, there lies a compelling duality. Films and TV series designed to captivate a broad audience stand on one side, while a crafted digital persona, tailored for the discerning eyes of industry executives, stands on the other. Like characters in their stories, both entities need to be accounted for using in different communication channels, yet adhering to the fundamentals of a well-defined narrative. One more time, it was our immersion in a new destination that brought us a new perspective. This time, we were in Germany.

Strolling through the historical streets of Nuremberg, surrounded by echoes of the Bauhaus movement which champions functionality without stifling creativity, I found a parallel with Sala’s challenges. Walking down Kartäusergasse, staring at the monument to the Universal Declaration of Human Rights, I understood that Sala's dual nature was not a barrier but a feature to highlight. Discussions about branding and website design would come naturally in executive meetings, once the initial interest was established.

This project presented a unique opportunity to overlook direct competition, a luxury in the strategic planning of Sala’s digital presence. Sala operates differently, focusing not on drawing in casual browsers but on targeted outreach to potential partners. Thus, competitive analysis is a task for the PR team, integrated from the outset. As we admired Nuremberg's blend of historic charm and modern vision, it became clear that our goal was to establish Sala not only as a reliable entity but as a visionary leader in the media and entertainment industry.

(3.2.4 social media launch)

Unlike their website, Sala's social media aims to engage a broader audience. Many platforms teach scriptwriting, but few boast significant project portfolios. Sala sets itself apart, somewhat similarly to A24, though focused more on entertainment than solely scriptwriting. Considering the founders' habits, we prioritised Instagram. This platform allows Sala to network with industry peers, tag collaborators, and connect with fans outside the industry, enhancing their digital footprint.

We initiated an intensive brainstorming session to identify key themes Sala could consistently explore. For the general audience, they would showcase completed projects and offer reviews of films and TV series. For industry professionals, they would share insights on cinematography, market trends, and future predictions. This strategy aims to generate long-form content suitable for social media and a future blog on their website, once they accumulate enough content to launch it effectively.

While the strategic foundation for Sala's social media has been set, the founders are currently finalising a video series for upcoming release and our collaboration is ongoing. All future developments and updates on this project will be chronicled here, and managed under our Social Media Marketing subscription. To support Sala's journey and stay updated on their posts, you can follow them @nasaladeroteiro on Instagram. This engagement will keep you connected with Sala's evolving story and their latest industry contributions.

(2.1.4 visual identity)

José Magalhães, a former public security specialist renowned for halting a series of kidnappings in Rio, co-founded Sala de Roteiro. His partnership with Gustavo Rademacher, who is known for delivering large-scale projects, naturally attracted many crime genre projects. With a robust portfolio built, the duo is ready to explore new creative territories. Thus, it's crucial their new branding accommodates diverse genres and style. An animated logo was a natural choice for their audiovisual focus, and this choice would later guide the entire brand concept.

We chose a minimal sans-serif font to reflect their forward-thinking philosophy, accompanied by a symbolic caret—the blinking cursor that guides writing on digital platforms. Initially, we chose black and white to inspire professionalism but soon realised it lacked personality. Driven by the German heritage of one of the co-founders and Nürnberg as the backdrop of our creation, we turned to the Bauhaus movement for inspiration, allowing each project's character to dictate the primary colour used, adding a dynamic element to their brand narrative.

Beyond a lot of looping videos and a vintage cinema vibe, Sala required a versatile document template to present their varied projects to clients. Created in Apple's Pages for easy writing and exporting to PDF and ePUB, this solution marked the beginning of a deeper collaboration. They later engaged our Brand MGMT retainer service to continually develop sub-brands and pitch decks for their expanding portfolio. This ongoing partnership has allowed us to help shape and adapt Sala’s brand identity as they evolve within the entertainment industry.

(2.2.4 digital development)

At the core of Sala’s digital overhaul, the concept of duality reigns, shaping everything from the navigation bar to the project covers' colour scheme. On the left, users can delve into upcoming projects, each brimming with potential. To the right, the website showcases the company's services and dives into previously released projects, celebrating past successes. The colour choices are symbolic too—black represents the immersive cinema environment of released productions, while white echoes the blank slate of yet-to-be-recorded scripts.

Discoverability and seamless video presentation were paramount in choosing a development platform for Sala's website. WordPress was selected for its superior SEO capabilities, ensuring Sala's visibility in search engine results. Integrated with the special theme and a lot of custom code, the site not only enhances SEO but also offers clients effortless customisation options. This setup supports robust video displays and other critical functionalities, making it easier for clients to engage with and edit their website content effectively.

The redesign significantly sped up their website, now loading 2.7 times faster than their previous solution, eliminating the frustrating loading icon. We introduced moodboards on the pages for upcoming projects, providing a quick visual essence of their projects to executive producers. This allows them to gauge the relevance of each project to their channels quickly and efficiently. Since the launch of the new site, Sala has seen an increase in invitations to pitch rounds, with their enhanced digital presence often sparking interest and conversation in meetings.

(2.3.4 brand guidelines)

The brand's guidelines detail the animation of the caret symbol, a key feature of Sala de Roteiro's identity, to mimic the blinking cursor of writing software. This rhythmic pulse animation is subtly engaging, used across promotional videos, website headers, and interactive digital adverts. It serves as a visual hook that is not overpowering, maintaining brand consistency and enhancing digital presence.

The guidelines introduce a chessboard text layout for both digital and print media, where text and imagery alternate in a grid-like fashion. This strategic layout guides the viewer’s eye, enhancing engagement and readability. It’s employed effectively in marketing materials and pitch decks to break content monotony and present information in digestible chunks, reflecting Sala’s strategic approach.

To unify diverse media outputs and maintain a modern yet nostalgic aesthetic, the guidelines recommend a monochrome theme with halftone effects. This style is applied in video transitions and background textures, ensuring consistency across different platforms and materials. It scales and adapts various forms of media, presenting a cohesive brand image that showcases Sala’s creative diversity.

(3.1.4 wild card)

Harnessing the frontier of technology, we equipped Sala de Roteiro with AI-generated visualisations that breathed new life into their narrative pitches. This fusion of art and algorithm provided a unique, dynamic twist that transformed how their stories were presented to the world. Our approach injected fresh vigour into their tales, making them not just heard, but vividly experienced by industry executives.

Each deck was a meticulously designed showcase, highlighting the engaging and lingering essence of their scripts. These decks did more than present stories—they made possibilities tangible, opening doors to new opportunities. Sala de Roteiro's pitches became a gateway to unseen narrative landscapes, surprising executives with a blend of creativity and precision that was previously uncharted.

This approach to brand management has not only highlighted Sala de Roteiro as pioneers in their field but has also demonstrated their capacity to leverage technology to highlight storytelling. They navigate the turbulent waters of the digital media world with an adeptness that marks them as true visionaries, consistently staying ahead of the curve in a constantly evolving industry. We made every pitch a captivating exploration.

(testimonial)
"Since working with Stephanny, we’ve been hearing compliments every time we share a project, and our company has been perceived very differently by other players. She worked not only as a designer but also a strategist who was able to find the intersection between my partner’s vision and mine and help us reach our common goals."

— Gustavo Rademacher, Co-Founder

(complementary reading)
¹ The next normal – the future of video entertainment: Immersive, gamified, and diverse. McKinsey & Company.