Tuvis: The Story Grew. So Did the Partnership.
How Olive Tree Films helped a CRM and messaging startup introduce itself in the first advertising campaign of its history, and why its marketing leader brought our team to his next company.
The context: a new category, ready to be seen
At the time, Tuvis was a young technology company founded by Yanir Calisar and Deborah Palacios Wanzo. It began as Whatslly, an Israeli startup that, according to Calcalist, found its strongest traction in Latin America, where WhatsApp is the main channel for business; Meio & Mensagem also describes Tuvis as an Israeli startup. The platform connected CRM systems such as Salesforce and Microsoft Dynamics 365 with messaging apps such as WhatsApp. Sales teams could see customer data in real time inside the chat, and conversations were copied to the CRM automatically. Its president, Deborah Palacios Wanzo, described the platform as a new category of solution, promising agility, management and information security across the sales process.
The company was turning four. A rebrand the year before had prepared the ground, and Tuvis was ready for the first advertising campaign of its history: a 360-degree launch with a new website, a blog organized around the stages of the sales funnel, two new customer experience platforms, Tuvis Compartilha for webinars and Tuvis Academy for content, and awareness actions for its own team. Rodrigo Lattaro, then VP of Marketing and Growth, named Latin America as one of its most attractive markets, as reported by Marcas pelo Mundo.
The challenge: value hidden inside a process
Tuvis needed its first marketing video, and the goal was awareness. The campaign had to show the value of the platform to three audiences at once: the companies buying it, the managers running sales teams and the consultants using it every day. The difficulty was that the product’s value lives inside a process: information closer to the conversation, fewer interruptions, a more connected way of selling. A feature list can describe that. It cannot make anyone feel it. And for a company creating a category, the first campaign is also the first impression many buyers will have of it. The film would open that campaign.
A campaign film with a script, casting, a shoot and full post-production calls for a specialized team. Tuvis came to us through a referral, as the project summary on The Manifest notes, with a brief for a light, engaging software brand film, in English, with the product and its technology at the center.
The insight: put the technology in the scene
Our reading of the brief was simple: sales teams do not buy an integration, they buy a better conversation with their customers. So the story could not stop to explain the software. The technology had to drive the scene instead of interrupting it, with the product at the center and a tone light enough to make a new category easy to watch.
Tuvis gave us room to take part in the conversation about narratives and formats from the start, not only on set. That consultative role, described in the campaign release published by Terra, is where most of the decisions that make a film work are taken: what each scene is for, who should perform it, where it happens and how much the edit can say in 90 seconds.
The 90-second brand film that opened the first advertising campaign in Tuvis’s history, shot in English in an office in São Paulo with a native English-speaking cast.
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The trailer is public. The full film is available on request.
The scope: what we made, and for whom
What Tuvis contracted and what we delivered, as recorded in our production account and in the client’s verified review on Clutch.
01.
Objective and audience
Build awareness for a new category in the first campaign of the brand’s history, speaking to companies, sales managers and the consultants who use the platform every day.
02.
Videos
One main brand film and four teasers for social media, in the same project, with planning, casting, the shoot and post-production included.
03.
Durations and language
The main film runs 90 seconds in our production account; the client’s review describes a main video of up to two minutes. Teasers of 30 and 60 seconds. Produced in English.
04.
Channels
The campaign plan included a video on YouTube showing the platform’s uses and integrations, online pieces, social media and actions for the Tuvis team.
05.
Timeline
The client’s review lists a project period of about four months, from planning to delivery, completed before the campaign went live.
06.
Particularities
An English-language film organized locally in São Paulo: casting focused on native English speakers and an office location, both handled by our team.
07.
What came next
Separate projects followed: a promotional film of 1 minute 45 seconds on security and compliance and multiple customer success videos, including Vivo, Sem Parar and SumUp.
More than one film
The launch film was the first piece of a body of work that grew with Tuvis’s communication needs, and each format had a different job. A brand film introduces an idea with a controlled story and performance. Teasers carry that idea into social feeds in shorter cuts. A promotional film can focus on one product message. A customer story shows where the platform lives in real work, through the companies that use it.
Across all of them, our responsibility was the same: make the subject understandable and relevant to the people watching. That is how we see these formats working together, and it is why Tuvis kept finding a new job for video as the company evolved.
90-second brand film
Four social media teasers
Promotional film on security and compliance
Customer success video at Vivo
Customer success video at Sem Parar
Customer success video at SumUp
90-second brand film
Four social media teasers
Promotional film on security and compliance
Customer success video at Vivo
Customer success video at Sem Parar
Customer success video at SumUp
Who did what
The process: script to final mix
Tuvis brought the product knowledge, the goals and the approvals. We took the film through every stage, with one team from the first draft to the final mix.
One team.
Script to screen.
Credits from our
production account
-
Strategy and concept
Narrative and format decisions made with Tuvis, in a consultative role from the start.
-
Script
Written by Caroline Mendonça and Fernanda Gonçalves: light in tone, product at the center.
-
Pre-production
Native English-speaking cast, office location in São Paulo, wardrobe, props and art.
-
Shoot
Directed by Caroline Mendonça, also art director, with Felipe Schima as director of photography.
-
Post-production
In-house under Silas Oliveira: edit, motion graphics and VFX by Vinicius Melo, color and mix by Silas.
Messaging apps had become a channel for business and even confidential information, and a survey cited by ABES found that only 15% of the financial-sector companies surveyed monitored those conversations. Tuvis answered with two products: Tuvis Capture, for compliance, which archives WhatsApp messages in SIEM systems, Blob Storage, CRMs or other databases, and Tuvis Protect, for security, which monitors the information exchanged to prevent leaks of confidential data.
Alongside a new visual identity created by Agência Pub, we produced a promotional film of 1 minute 45 seconds showing how those solutions reduce risk and control the use of business data inside messaging apps. Rodrigo Lattaro described the focus as expanding compliance and security across all products, so Tuvis could become a more strategic partner to its customers, as reported by ABES (also in an English version).
The trailer is public. The full film is available on request.
Customer success videos
The platform, through its users
A brand film introduces an idea. A customer story shows where that idea lives in real work. We filmed multiple customer success videos for Tuvis, inside companies that use its platform, including Vivo, Sem Parar and SumUp. They are Tuvis videos featuring its customers, so we do not put words in anyone’s mouth here. Tuvis promoted its Sem Parar Empresas case on LinkedIn, and its customer stories page collects its customer cases.
Telecom
Vivo
A Tuvis customer story filmed at one of Brazil’s largest telecom brands.
Mobility payments
Sem Parar
Filmed for Tuvis, which promotes its customer case with Sem Parar Empresas.
Payments
SumUp
Another customer environment, showing where the platform fits into daily commercial work.
The experience: room to create, care in the details
Tuvis gave us something every production company hopes for: room to contribute ideas, not only to execute them. In her review on Clutch, Vittoria Tatavitto, Product Marketing Coordinator at Tuvis, praised the team’s attention, creativity, dedication and care with detail. The clearest sign of how the partnership felt came later: Tuvis came back for more work, a promotional film and customer stories, and its marketing leader brought us to his next company.
Organization is part of the craft. Script work, planning meetings and production schedules were part of the scope, as the project summary on The Manifest records. With a new website, a blog and two new platforms launching in the same campaign, the film had to fit a launch with many moving parts, and the project was completed before the campaign went live.
“The whole journey with them was exceptional.”
Vittoria Tatavitto, Product Marketing Coordinator, Tuvis
Verified review on Clutch
The results
Reach and new visitors
after the launch.
300%+
increase in visits from new users to the Tuvis website, as reported by Tuvis.
6M+
impressions across the campaign, with more than 27,000 clicks.
Source: results reported by Tuvis in the campaign release and in its Clutch review.
New users arriving from organic search grew 22.72%, and Rodrigo Lattaro read the rise in searches for Tuvis as a sign of growing brand awareness. These are campaign-level figures: the launch also included a new website, a blog and other actions, so they describe the whole campaign, not the effect of the film alone.
Beyond the numbers
Recognition, more work, a new chapter
Numbers describe the campaign. These outcomes describe the relationship. The last one matters most to us: at Caf, now Certta, an intelligent verification company (see its company profile), we went on to produce multiple videos under a recurring contract, including a rebranding campaign film credited to our team in a release about the rebranding.
Recognition
Gold at Prêmio ABC
The organizer’s published results list the Tuvis film by Olive Tree Films as Gold in Best Promotional Video Production.
Continuity
More films followed
A promotional film on security and compliance and customer success videos at Vivo, Sem Parar and SumUp.
Trust
A partnership that moved
When Rodrigo Lattaro moved to Caf, as announced by Caf, he invited us to partner there too. Read the Certta case.
Questions about this case
Short answers for anyone comparing production partners for a software launch.
What did Tuvis hire Olive Tree Films to produce?
A software brand film for the first advertising campaign in its history, with four teasers of 30 and 60 seconds for social media. The project covered planning, the script, casting, the shoot and post-production. Later, Tuvis brought us back for a promotional film on security and compliance and for customer success videos filmed at Vivo, Sem Parar and SumUp.
How long did the Tuvis brand film take to produce?
About four months, from planning to final delivery, according to the project period listed in the client’s review on Clutch. The work was completed before the campaign went live. The main film runs 90 seconds in our production account, and the client’s review describes a main video of up to two minutes.
Who wrote and directed the Tuvis brand film?
Caroline Mendonça directed the film, led its art direction and wrote the script with Fernanda Gonçalves. Felipe Schima was the director of photography. Post-production was done in-house under the supervision of Silas Oliveira, with editing, motion graphics and visual effects by Vinicius Melo, and color correction and sound mix by Silas.
Did the film alone cause the growth in website visits?
No, and we do not claim it did. Tuvis reported more than 300% growth in visits from new users, a 22.72% increase in new users from organic search, more than 6 million impressions and more than 27,000 clicks for the whole campaign, which also included a new website, a blog and other launch actions.
What award did the Tuvis work receive?
Gold in Best Promotional Video Production at Prêmio ABC, listed for Tuvis and Olive Tree Films in the organizer’s published results. The listing does not name a specific cut, so we credit the award to the Tuvis work as a whole, not to a single version.
What happened after the Tuvis project?
The relationship continued at another company. When Rodrigo Lattaro, who led marketing at Tuvis, moved to Caf, now Certta, he invited us to partner there too. We went on to produce multiple videos for Certta under a recurring contract, acting as its video agency, including a commercial for free-to-air television.
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