HCTV Logo screenshot
HCTV WebTV Platform screenshot
HCTV WebTV Platform Mobile screenshot
HCTV Magazine screenshot
HCTV Magazine and Site screenshot


Brazilian first health care Web TV

In the beginning of 2008, our Web TV Platform was ready for the market. We've heard that the Hospital das Clínicas was interested in creating a project to optimize their relationship with their stakeholders. We envisioned our WebTV platform as the central point of this communication project.

We partnered with Luz Criação, an experienced video production company, to enter the bidding process. We were awarded the contract, they said the web tv platform was unique between all bids. In fact, we were the only company with this kind of technology in Brazil.

Project Background

Hospital das Clínicas is the largest public hospital and health research center in Latin America. To optimize the relationship with their stakeholders, we proposed the HCTV project. The online TV created a space to discuss, educate and inform on various medical topics, based on cutting-edge research, academic studies, disease prevention, and health promotion.

My role

As the creative director, I was involved in various parts of the project such as recruitment, visual identity, editorial, social media, and advertising strategy.


I’m very proud to have worked with this talented team:

  • Carolina Cassiano (Managing Editor)
  • Fabio Ferraz (Reporter)
  • Felipe Gushiken (Lawyer)
  • Fernando Jacinto (Web Developer)
  • Frederico Morbach (Motion Designer)
  • Gustavo Pimentel (Executive Producer)
  • Hanne Giacini (Web Designer)
  • Humberto Ribeiro (Web Developer)
  • Ingrid dos Santos (Producer)
  • Jean Dias (Motion Designer)
  • Mariana Armentano (Copywriter)
  • Maureen Santos (Business Developer)
  • Mazinha Silva (Marketing)
  • Renato Schutz (TV Editor)
  • Roberto Barbeiro (Business Developer)
  • Rose Castilho (Marketing)
  • Sérgio Kuwahara (TV Editor)
  • Thays Scavacini (Reporter)
  • Walace Nascimento (Camera)
  • and the Elumina dream team

Project Deliverable

Over 2 million subscribers in the first two years, making the project a commercial success. The list of tasks and tools developed by my team and I included:

  • Content Strategy
  • Visual Identity
  • Web TV
  • Mobile TV (iPhone and Android)
  • SEO
  • Social Media: Twitter and Orkut
  • Brochure
  • Magazine Ads
  • Promotional videos
  • Monthly Magazine
  • Media Kit

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Designed and coded by Roberto Simões.