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A production company is a cloud of optimism

Every script that arrives at a production company nowadays is pretty much the same. It has an alternative ending suggested by focus groups, a last minute treatment request and a schedule that depends strictly on an anticipated shipping deadline. A production budget defined by a cost controller. And, in average, 20 digital versions that must be shot the at same day of the main production.

That’s the reality. And it’s the same for everyone.

Because the market is more competitive and volatile everyday.

Clients must react faster everyday and pulverize their budget into more media. They need focus groups to avoid the patrol of the politically correct in social media. And the agencies must adapt to all of that to continue relevant.

It’s a one-way road.

And that’s why, more than ever, a production company must be a cloud of optimism. A tireless partner for agencies and clients who doesn’t give up on delivering good work. A bunker for the ideas that survive the whole process. A production company has to believe there is always a way of making it possible. Of shooting in a more intelligent and simple way.

Of telling the best story.

Because, in the end, what makes us relevant – brands, agencies, creatives and production companies – is what go to air. On TV, on laptops, on our phones or whatever else that comes. As long as we make the consumer smile, it will be ok.
A production company is a cloud of optimism.

In the photo, the partners: Juliana Martellotta (Executive Producer), Dulcidio Caldeira (Stage Director) and Thales Aburaya (CFO).

Dulcidio Caldeira was a copywriter at AlmapBBDO for 6 years. In 2005, he won the most awards in the country. In 2007, he moved to BBDO/NY, where he created commercials for clients such as Mountain Dew and Guinness. In 2008, he returned to Almap to become General Creative Director. The following year, he was one of the two most awarded Creative Directors in the world. In 2010, he left Almap to direct commercials. He co-created and directed the “Balões” commercial for MTV – which won two Gold Lions and one Bronze at Cannes. It was the tenth most awarded commercial in the world in 2012. Dulcidio has more than 20 Lions as a copywriter and creative director. And four as a director. He has been a craft juror at the Cannes, D&AD and Clio Festivals. As a director, he won the Professionals of the Year award for the campaign to launch the New VW Beetle in 2014 and in 2023 for the film celebrating 70 years of VW, with Elis and Maria Rita. That same year, he was awarded a silver and a bronze at the Ciclope Global for the film “Sagan” (United Nations Global Compact). He was also named by M&M as the second best director in the country in the opinion of the market.

Juliana Martellotta, Partner and Executive Producer at Boiler Filmes, Juliana is also a partner in the production companies Boiler Entertainment, LadyBird and Crème Company. She has been in the market for 16 years and since 2013 has focused on prospecting, planning and developing strategies for audiovisual production companies and directors.  Juliana has been with Boiler Filmes since 2022 and has helped restructure operation and the team of directors. In 2023, Boiler won the title of Production Company of the Year at Caboré Awards, the main awards event in the Brazilian communications industry. Recently, two projects produced by Juliana have traveled around the globe winning prizes at various festivals. ‘Carl Sagan’s Message’ received awards at The One Show, Ciclope Global, Ciclope Latino, Clio Awards, Shot Awards, NYF Advertising Awards and at D&AD Awards with Yellow Pencil. This project was also shortlisted in the Film Craft category at the Cannes Lions Festival. The second project, ‘VW Generations’, won awards at Professionals of the Year and D&AD (Yellow Pencil), as well as five Lions at Cannes Lions 2024.

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Thales Aburaya, CFO, has more than 15 years of experience in finance, having worked for companies such as Bradesco, Palmont, Banco Indusval, Triunfo Participações, Steviafarma Industrial, as well as having experience as CFO in other production groups in the market.

In 2023, Boiler won best producer of the year at the Caboré awards.