B2W Markerplace
2018 – 2021
Bringing retail to life through Video
Elevating seller workflows and brand communication through motion design for Brazil’s premier retail giant.
Overview
End-to-End Video Production & Motion Design
Americanas Marketplace, formerly B2W Marketplace, is one of Brazil's largest and most established retail corporations, operating a massive multi-channel ecosystem across physical stores, e-commerce platforms, and financial services.
Joining the design team as the sole videomaker for Americanas Marketplace (formerly B2W Marketplace), I took on the end-to-end production pipeline across all three major retail brands: Submarino, Americanas, and Shoptime. Because no dedicated video role existed before, I built the function from the ground up, setting up a physical shooting studio, establishing briefing and production workflows, and creating structured guidelines for video content. Working cross-functionally with Marketing, Commercial, HR, Events, Seller Training, and New Projects, I owned every stage of the process from concept and shooting to editing and motion design.
Briefing project
A brand-new channel
8 content categories designed to engage, educate, and convert
Spearheaded the launch of B2W Marketplace’s first official YouTube channel, establishing a consistent posting cadence, content strategy, and visual direction. Created and pitched the foundational strategy presentation to align stakeholders on the channel’s vision.
YouTube Strategy Presentation
B2W Marketplace: Do Cadastro à Venda
Focus: Onboarding and sales enablement. Explains the core business model using friendly character animations and narrative-driven storytelling.
Marketplace de A a Z
Focus: Educational glossary. Simplifies complex, abstract e-commerce terminology through intuitive 2D vector illustrations and light animations.
Universidade Responde
Focus: Q&A format. Features a host answering top seller questions, combining live-action studio footage with dynamic graphic overlays.
Dicas de Mercado
Focus: Industry insights & trends. Delivers data-driven market tips beyond B2W, utilizing live-action footage with animated callouts, charts, and lower thirds.
Aprenda com Especialistas
Focus: Thought leadership. A bite-sized video series featuring internal B2W subject matter experts, enhanced with motion graphics and kinetic typography.
Especial Black Friday
Focus: Seasonal playbook. A dedicated video series and playlist focused on peak-season sales strategies, combining live presentation with animated overlays.
Conexões
Focus: Seller success stories. Mini-documentaries showcasing real seller journeys to build trust and inspire prospective vendors, driven entirely by authentic, first-person narration.
Listas do Alê
Focus: Influencer partnership. Strategic tips co-created with e-commerce influencer Alê Nogueira, featuring fast-paced editing and custom motion graphics.
Learn more
Education Platform
B2W Marketplace’s Educational Ecosystem
The Challenge: Initially joining to edit video training content, I noticed a major operational bottleneck: B2W’s support team was overwhelmed by ticket volume. The combination of a new selling platform and the inherent complexity of the e-commerce ecosystem left many sellers needing guidance.
The Solution: Following user research, seller interviews, and usability tests, we launched Universidade B2W, a centralized learning platform designed to address the most frequent support inquiries through self-serve, multi-format education.
Learning Paths: To accommodate diverse learning preferences and experience levels, we structured the curriculum into distinct content formats with tailored user journeys.
MIssões (Missions)
The core flagship experience. Comprehensive learning tracks tailored for beginner to advanced sellers, offering a flexible mix of video tutorials, downloadable e-books, and audio modules.
Giro de Notícias
Weekly news roundups. Short, fast-paced video updates keeping sellers informed about platform changes, feature rollouts, and e-commerce trends.
Uni Convida
Special guest webinars. Live sessions featuring guest experts discussing high-level e-commerce strategies and market trends.
Hora com Especialista
Interactive Q&A streams. Practical, easy-to-follow live sessions where internal experts answer seller questions in real time, share platform navigation tips, and highlight best practices.
Bate Papo da Uni
Immersive audio learning. Story-driven podcasts designed to keep sellers engaged while teaching practical business skills on the go, prioritizing accessibility and ease of consumption.
Aulas Especiais
On-demand deep dives. Standalone supplementary video lessons addressing niche topics and specialized selling tactics available directly on the platform.
Events
Motion for High-Impact Event Experiences
Conceptualized and produced high-energy motion graphics and booth screen loops to drive foot traffic at B2W Marketplace events. Handled end-to-end video production, including attraction teasers, on-site recording, and post-event highlight reels.
B2W Summit
The B2W Summit (an evolution of the former Seller Day) was one of Brazil’s largest annual events for retail, e-commerce, marketplaces, and technology. Originally organized by B2W Digital (owner of the Americanas, Submarino, and Shoptime brands), the event focused on innovation, management, and trends for retailers and developers.
Seller Day Pocket
The specialized event “Seller Day Pocket”—originally conceived by B2W as a smaller conference focused on partners and small sellers. At these events, I captured and edited videos.
Aconteu na Black Friday
The “Aconteceu na Black” event was a pre-Black Friday event designed to foster internal engagement among B2W Digital employees. I worked on filming and editing the videos.
Internal Brands & Ad Campaigns
B2W's Ecosystem & High-Impact Ad Campaigns
Produced motion branding assets for B2W Marketplace's core sub-brands, including CreditoSeller, Americanas Mundo, and SiteBlindado, to create a unified visual ecosystem. Additionally, conceptualized and executed agile advertising campaigns during the COVID-19 pandemic to rapidly communicate critical updates, support sellers, and keep operations running seamlessly.
Apoie o Comércio Local | Pandemic Response Campaign
April, 2020 – Launched in the early months of the COVID-19 pandemic, this targeted campaign helped small and medium merchants adapt and thrive on B2W Marketplace by providing them with heightened platform visibility to drive sales amid unprecedented market shifts.
Entrega na Vizinhança
As part of the previous campaign, we ran an incentive ad encouraging sellers to deliver within their own neighborhood.
B2W Marketplace é…
As a short YouTube ad, we worked on the concept “The B2W Marketplace is…,” to attract new sellers to sell on the marketplace.
Credito Seller
Credito Seller is a line of credit designed for partner merchants. The goal is to provide fast working capital with minimal red tape so that sellers can invest in inventory, marketing, and business expansion.
Site Blindado
A digital security tool that offers trust seals, SSL certification, and vulnerability testing for e-commerce sites.
Americanas Mundo
A logistics channel and program that enables retailers to sell international products in Brazil or expand their sales to consumers in other countries (such as the U.S.)
What I learned
Key Takeaways & Growth
End-to-End Ownership: Mastered the full video production lifecycle, operating with high autonomy from conceptualization and script breakdown to final motion graphics and post-production.
Brand & Style Adaptability: Tailored visual identities and animation styles to fit a diverse portfolio of internal sub-brands (e.g., Skyhub, CréditoSeller, B2W Entrega).
Industry Expertise: Gained a deep, foundational knowledge of e-commerce, retail logistics, and seller onboarding dynamics, translating complex business models into clear, engaging visual narratives.
