One of the campaigns I enjoyed creating the most for GLOBOPLAY/OFF Channel was the launch of the documentary Gabriel Medina, a feature film about the Olympic surf champion that tells the athlete's entire journey. I developed the campaign from scratch, defining all the scripts and copywriting for digital content. I also built the entire content strategy, which divided the communications into 3 phases.
We created a highly consistent campaign for OFF Channel’s social media, Globo TV’s websites (the largest TV network in Latin America), Globoplay (TV Globo’s streaming service), as well as a special piece delivered to the Medina family. Over 20 pieces were created, divided into pre-launch, sustainment, and post-launch phases, connecting the channel’s audience to the emotional story of the film.
The campaign resulted in many views for our content and brought a large audience to Globoplay, where the documentary was available.
The videos, available in different formats, always highlighted a key asset: the film's award at the Portuguese Surf Film Festival.
Here, you can check a special piece for Instagram Reels that summarizes Medina’s journey and how the dreams he had as a child came true.
The videos had different appeals, such as drawing attention to the theme, creating an emotional connection through archival footage, and generating a sense of urgency for those who had not yet seen the documentary. With each new video, the audience got more and more pumped watching Medina surf bigger and bigger waves. You'll feel like you're out on the outside.
Partner: Grupo Sal