Our work.

The challenge

SIGNA wanted to show who they are. We looked at the shoot and saw more than that: a two-day window, with team and clients available, that only opens once.

The narrative concept

The brand film rests on just two layers: the CEO's voice and the product's journey. No cross-interviews, no voices competing. The CEO leads, and beneath it runs the visual storytelling, from the moment the product is made to the moment it is used in the field. The products shown belong to real SIGNA clients. We don't show them talking, we show their work happening. That gives meaning to the signature "We mark moments": every piece leaving the factory ends up marking a moment in another company's operation.

The strategic approach

We designed the production to yield three distinct fronts from the same two-day logistics:

• The brand film: CEO speaking directly, backed by the product-journey B-roll.
• Employee testimonials: the people behind the brand, filmed the same day, same set, same direction.
• Three client testimonials: standalone social-proof pieces, filmed separately and free from the main film, ready for sales and social.

The result

A content bank that feeds the website, sales and social for months, without a second production or a second filming budget.

The challenge

XpertSoft had a new AI service to communicate and an underlying problem: all AI communication on the market pushes the same reading, that the machine replaces people. That was exactly what could not happen here. The human had to stay on top. AI had to appear as a tool, not a successor.

The creative concept

We placed the human in the role of architect. Everything the AI executes in the ad is born from a decision someone made first. And that's where the Post-it came in. We deliberately chose the most rudimentary language in an office, a yellow sheet of paper and a pen, as the place where orders to the AI are written. The most analog gesture possible commanding the most advanced technology. That choice created the duality that holds the whole film together: paper versus screen, hand versus processing, order versus execution, with the human always on the deciding side.

The execution

• A locked 30-frame storyboard, drawn before any camera left the bag. Nothing was improvised on set.
• Kinetic typography as a directing element, not as subtitles, giving visual rhythm to technical information.
• A dark, neutral palette that brings the ad close to the real world of people who work in code, making the Post-it's yellow pop as the only point of color.
• Casting and actor direction, with real characters in recognizable situations.