Certta: A Video Partner on Retainer
How a marketing leader who had worked with us at Tuvis brought Olive Tree Films to Caf, now Certta, and how a recurring video partnership produced its rebranding film and a commercial for free-to-air television.
Where it started
This partnership began at Tuvis, where Rodrigo Lattaro first worked with our team.
That story comes first.
A company outgrowing its name
Based in Venâncio Aires, in the south of Brazil, the company verifies people, businesses and documents for more than 300 clients, according to Startups and Certta’s own announcement.
Before the film: expansion and a new name
Caf, short for Combate à Fraude, built its business on anti-fraud technology: facial biometrics, liveness and face-match checks, document analysis, background checks, no-code tools and multifactor authentication. By the time of the rebrand it served more than 300 clients, mostly large banks, fintechs, marketplaces and heavily regulated companies, including names such as Vivo, iFood and Mercado Livre. It had grown revenue by roughly 80% in a year and raised a R$50 million round led by L4 Venture Builder, a fund controlled by B3, with Parallax Ventures also among its investors, as reported by Startups.
Growth also raised the bar for the brand. When Caf hired Rodrigo Lattaro as global vice president of marketing, a move announced by Caf itself, Meio & Mensagem described a company in strong expansion across Latin America and gave him the mandate of growing the brand’s reach and leading its global marketing strategy. His background included Microsoft, Philip Morris, Unico and Tuvis, where he had worked with our team.
Then the name stopped fitting. According to CEO Jason Howard, Caf no longer reflected the company’s technology, portfolio or role as trust infrastructure. The company became Certta, a verification intelligence hub that verifies people, businesses and connections and orchestrates multiple anti-fraud solutions on one platform (see its company profile). For Lattaro, now CMO, the name expresses the goal of turning uncertainty into clarity, and the change formalized an infrastructure the company already ran in practice, as Grandes Nomes da Propaganda reported.
The challenge: a new name in a market built on trust
A rebrand asks the market to learn a new name for a company it already knows. For Certta, the stakes were high. Identity verification and anti-fraud is a competitive field, with well-funded rivals such as Unico and idwall, and its buyers are banks, insurers, telecom operators and e-commerce companies whose decisions depend on trust. The campaign had to raise Certta’s visibility in financial services, insurance, telecom and e-commerce, and carry the new positioning without making the change feel abrupt.
That called for more than a supplier. Certta needed a team able to create the idea and execute it, and to stay on as new video needs kept coming. Rodrigo Lattaro already knew one. After leaving Tuvis and joining Caf, he invited Olive Tree Films to partner with his new company as well, this time under a recurring contract, with our team acting as a video agency rather than only as a production company.
The insight: trust is shown, not announced
Every company in this market says it can be trusted. Our creative starting point was that trust is demonstrated, not just announced, the idea our creative director described in the release about the campaign. So the film would not list features or repeat the word trust. It would put Certta inside the moments where trust is decided: executives facing dilemmas about clarity, security and intelligence, in the sectors Certta serves.
The second decision followed from the first. If Certta works across sectors, the film had to show those sectors, each one recognizable at a glance. That meant four worlds on screen, financial services, insurance, telecom and e-commerce, each with its own colors, furniture and aesthetic, and an ending that brings the four characters together. That last scene turns four separate stories into one: different sectors, the same need for trust.
The campaign film for Certta’s new phase, created and executed by Olive Tree Films and written and directed by Caroline Mendonça. Four C-level executives, from financial services, insurance, telecom and e-commerce, face dilemmas about clarity, security and intelligence, and the story closes with a shared encounter that brings them together, as described in a release about the rebranding film.
The trailer is public. The full film is available on request.
The scope: a retainer, not a one-off
What the recurring contract covered, as far as it can be documented publicly. Commercial terms stay between us and the client.
01.
Objective and audience
Launch the Certta name and positioning and raise its visibility with decision makers in financial services, insurance, telecom and e-commerce.
02.
Working model
A fixed, recurring contract, with Olive Tree Films acting as a video agency: creating ideas as well as producing them, across multiple videos.
03.
Rebranding campaign film
The main film of the launch campaign, created and executed by our team, with script and direction by Caroline Mendonça.
04.
Television
A commercial for free-to-air television, produced within the same relationship.
05.
Channels
The launch combined a main video with digital and offline pieces, according to Grandes Nomes da Propaganda; the campaign release also reports exposure on GloboNews.
06.
Durations, versions and timeline
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07.
Particularities
One shooting day in a São Paulo corporate space turned into four themed sets, plus a closing scene filmed at a nearby restaurant.
What a video agency does on retainer
A retainer changes the relationship. Instead of briefing a new supplier for every project, the marketing team works with people who already know the brand, the products and the way decisions are made. At Certta, that meant our team could carry what it learned about the company from one video to the next, and contribute ideas as well as production.
The public record shows two sides of that work: the creation and execution of the rebranding campaign film, credited to our team, and a commercial for free-to-air television, confirmed by our own records. Both sit inside a broader set of videos produced under the same contract.
For a marketing leader, that continuity has a practical value. Briefings get shorter because the context is already known. Ideas arrive with the brand in mind. And when a new need appears, from a launch film to a television commercial, the team that answers is the one that already delivered the last project.
Rebranding campaign film
Commercial for free-to-air TV
Recurring videos under contract
Creative development
Production and post-production
Four sectors in one shooting day
Rebranding campaign film
Commercial for free-to-air TV
Recurring videos under contract
Creative development
Production and post-production
Four sectors in one shooting day
Who did what
The process: one day, four worlds
Certta brought the positioning, the sectors and the approvals. We developed the idea and executed the film, from the script to the final scene.
Created and
executed by OTF
Script and direction:
Caroline Mendonça
-
Concept
Trust shown, not announced: executives facing real dilemmas in the sectors Certta serves.
-
Script
Written by Caroline Mendonça around four C-level characters and one shared ending.
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Art and sets
A São Paulo corporate space turned into four themed sets, one for each sector.
-
Shoot
A single shooting day for the four sets, then a final scene at a nearby restaurant.
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Delivery
The main film of the launch, alongside the campaign’s digital and offline pieces.
The experience: trust that moved with the client
The clearest measure of how a client feels about a partner is whether they call again. Rodrigo Lattaro had worked with our team at Tuvis. When he joined Caf to lead its global marketing, he invited us to partner with his new company, and the relationship became a recurring contract.
On set, that trust became a demanding plan: one shooting day to create four different worlds in one corporate space, each recognizable as a sector, and a final scene in a restaurant nearby. A day like that only works when the client trusts the producer’s plan, and the producer delivers it.
The relationship also shows what a returning client values. Rodrigo Lattaro did not need to test a new supplier at a moment as sensitive as a rebrand. He already knew how our team writes, plans and delivers, and he chose to bring that into his next company.
“Trust is demonstrated, not just announced.”
Caroline Mendonça, creative director, Olive Tree Films
Quoted in the campaign release, translated from Portuguese
The results
Reach and traffic
after the launch.
400M
total impressions for the campaign, 60% above target.
76%
increase in website traffic in the first weeks, reported as almost 76%.
Source: campaign results reported in the release published by Portal Tela and in its version on VinoSite.
The same release reports 2.48 million impressions on GloboNews, 62 press publications and 65 relationship touchpoints, more than in previous efforts. These are results of the integrated campaign, which combined the film with digital and offline pieces and press work, not isolated effects of the film. The GloboNews exposure is also separate from the free-to-air commercial we produced.
Beyond the numbers
Credit, continuity, broadcast
Numbers describe one campaign. These outcomes describe the partnership. The market context explains why trust is the whole story here: estimates cited in the release put the Brazilian information security market at about US$1.7 billion and global digital security at US$271 billion, projected to grow 11.9% a year.
Credit
Creation and execution
Our team is publicly credited with creating and executing the rebranding campaign film, in a release about the rebranding.
Broadcast
Free-to-air television
Within the same relationship, we produced a commercial for free-to-air television.
Continuity
A recurring contract
Multiple videos under a fixed, recurring contract, with our team acting as Certta’s video agency.
Questions about this case
Short answers for marketing teams considering a recurring video partner.
What is a video retainer with Olive Tree Films?
A fixed, recurring contract in which our team works as the client’s video agency, creating ideas and producing multiple videos over time instead of being briefed project by project. At Certta, that model covered the rebranding campaign film, a commercial for free-to-air television and other videos.
How did Olive Tree Films start working with Certta?
Through Rodrigo Lattaro. He had worked with our team at Tuvis, and after joining Caf, now Certta, as global vice president of marketing, he invited us to partner with his new company. The relationship then became a recurring contract.
Who created the Certta rebranding film?
Olive Tree Films is credited with the creation and execution of the film, with Caroline Mendonça as writer and director. The film shows four C-level executives from financial services, insurance, telecom and e-commerce facing dilemmas about clarity, security and intelligence.
How was the Certta film shot in a single day?
By turning one corporate space in São Paulo into four themed sets, one for each sector, each with its own colors, furniture and aesthetic. After the studio scenes, the crew filmed the closing scene at a restaurant nearby.
Why did Caf change its name to Certta?
Because the old name no longer reflected the company’s technology, portfolio or role as trust infrastructure, according to its CEO, Jason Howard. Certta presents itself as a verification intelligence hub that verifies people, businesses and connections, and its CMO, Rodrigo Lattaro, connects the new name to the goal of turning uncertainty into clarity.
Which sectors does the Certta film portray?
Financial services, insurance, telecom and e-commerce, the sectors where the campaign aimed to raise Certta’s visibility. Each sector has its own set, with colors, furniture and an aesthetic that make it recognizable at a glance, and its own C-level character facing a dilemma about clarity, security or intelligence.
What results did the Certta campaign report?
The release reports 400 million impressions, 60% above target, website traffic up almost 76% in the first weeks, 2.48 million impressions on GloboNews, 62 press publications and 65 relationship touchpoints. These are integrated campaign results, not isolated effects of the film.
Did Olive Tree Films produce a TV commercial for Certta?
Yes. Within the Certta relationship, we produced a commercial for free-to-air television. The broadcaster and airing details are not part of this public case, and the GloboNews exposure reported in the campaign release is a separate item.
