Brazilian first health care Web TV.

At the beginning of 2008, we had the first version of our Web TV Platform in our hands. We heard that the Hospital das Clínicas was interested in creating a WebTV. It was not difficult to persuade the HC staff to hire us: at that time, we were the only ones with this technology in Brazil. Besides that, we had partnered with an experienced video producer: Luz Criação.

Project Background

Hospital das Clínicas is the largest public hospital in Latin America. To optimize the relationship with their customers, 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 project lead, I worked on and managed various parts of the project such as recruitment, visual identity, editorial and social media strategy. I also conceptualized and designed an advertising campaign for the launch of the TV.


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

  • Dino Tudor (Web Developer)
  • Fabian Rossetti (Web Developer)
  • Fabio Ferraz (Reporter)
  • Felipe Gushiken (Lawyer)
  • Fernando Jacinto (Web Developer)
  • Frederico Morbach (Motion Designer)
  • Gustavo Pimentel (Producer)
  • Hanne Giacini (Web Designer)
  • Humberto Ribeiro (Web Developer)
  • Ingrid dos Santos (Producer)
  • Joás Ferreira (Social Media)
  • Jean Dias (Motion Designer)
  • Mariana Armentano (Copywriter)
  • Mazinha Silva (Marketing)
  • Marcelo Blanc (Sound Designer)
  • Paulo Barbeiro (Web Developer)
  • Renato Schutz (TV Editor)
  • Roberto Barbeiro (Business Developer)
  • Roberto Perfeito (Media Planner)
  • Rose Castilho (Marketing)
  • Sérgio Kuwahara (TV Editor)
  • Thays Scavacini (Reporter)
  • Walace Nascimento (Camera)

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