Prat's PRO+ campaign: the creative process behind "Your PRO+ version"

The supermarket freezer door opens with that rubbery sigh, and the cold climbs up my arm before my hand reaches the shelf. Inside, lined up, the 300 ml bottles of Prat's PRO+ are waiting. I grab mine and, mid-gesture, a sentence crosses my mind without asking permission: "The nutritional boost for your everyday life". That sentence signs off the campaign's main film, which I had the joy of writing. And the film starts precisely with a fridge door opening in the dark. This series tells how that door, and everything that comes after it, left the page and reached the screen.

Prat's PRO+ campaign: the invitation from Claque Filmes

It all started with an invitation. Claque Filmes has been working in audiovisual and advertising since 2011, when it opened its doors in Maringá, Brazil, and brings almost fifteen years of set design, production management, art direction and executive production for advertising photos and films. When Siandre Camacho and Marcelo Rocha Loures asked me to write the scripts for Prat's new campaign, I felt the good weight of being remembered by people who know the craft from the inside. I have enormous admiration for both of them and a gratitude I make a point of recording right in the first article.

The campaign was made in partnership with ARTT Creative Works, an audiovisual production company also from Maringá, which presents itself as a house that transforms brands and businesses through strategic and creative audiovisual communication.

This is my most recent work with Prat's. Before it came other campaigns for the brand, such as the winter campaign and the Pancada de Prêmios promotion. When PRO+ arrived, I could already recognize the brand's voice with my eyes closed.

Writing for the brand that lives in my freezer

I need to make a confession before going on: I am a customer. A loyal one. Prat's PRO+ came into my routine and stayed, and opening the supermarket freezer to buy it is a small joy that repeats with every purchase, always with the slogan playing softly in my head.

Writing for a brand we consume gives the scriptwriter a repertoire that no brief delivers ready-made. I know how the bottle feels in the hand, how it sweats when it comes out of the cold, at what time of day it usually shows up on my table. All of that becomes raw material for the script.

Prat's history helps show the size of the care involved. According to the brand's institutional page, the company was founded in 2012, in Maringá, by Toninho, his brother Gilberto and his cousin Paulo, squeezing and bottling orange juice in a factory in the Zona 04 district with eight employees. The name came from conversations and research by the sisters Camila and Izabella Pratinha and comes from "praticidade", the Portuguese word for practicality. I liked finding in the company's name the same word the campaign voice-overs would repeat.

The challenge of the advertising script: everyday life with the product in hand

The challenge was to create visually beautiful material that showed moments of life and everyday routine with the new product already in people's hands. PRO+ is Prat's orange juice with hydrolyzed collagen protein, 15 g in each bottle. The film needed to introduce this new product and, in the same movement, let viewers recognize themselves on screen. For me, this campaign is a milestone in the brand's history, and I wrote every line knowing that.

The first text I wrote, still as a concept for a 60-second film, began with a sentence that became a compass: "There is a moment in life when we choose to live as our best version." From there came the idea of the PRO+ version. Each person has their own moment to choose, and the campaign needed to find those moments and put the bottle inside them.

In the creative note for that first text I left a rule written in capital letters: "ALL SCENES ARE SUNNY AND OUTDOORS." I wanted the sun hitting the label and the orange shining against the sky. As the work moved forward with production, the script gained indoor scenes that proved important for the routine it wanted to portray, such as the fridge, the study desk and the gym. A script is a living text. The fifth article in the series returns to that rule and to natural light as a language.

The dark fridge that opens the main film

To open the main film, I was looking for an image that anyone had already lived without paying attention. I chose the most unlikely point of view in the house: the one from inside the fridge.

I wrote it that way because this is one of the first images of the day for many people: the hand on the fridge door, the little light on, the decision of what to take. In the published film, the dark fridge is there, opening the sequence.

Siandre Camacho, from Claque, showed on Instagram how this opening was filmed. For the scene to work, the crew adapted a fridge, blocked out the light and rehearsed the camera movement together with the model. One line of script became a whole day of care on set.

There is a rhyme in this opening that still amuses me. The door that opens the film is a close relative of the supermarket freezer door, the one I open to buy my PRO+. Viewers see a fridge open on screen and, days later, open another one at the supermarket. If the script does its job well, the memory of the brand arrives together with the cold on the arm.

Match cut: the bottle anchored at the center of the screen

After the fridge, the script called for an editing device I had already noted in the first concept: a match cut "that unifies these people into a single universe around prats pro+". A match cut joins two shots through similarity of shape, color or movement, as researcher Mark Freeman, from Swinburne University of Technology, explains in a text published by Business Day. The classic example is in David Lean's Lawrence of Arabia, where the flame of a match turns into sunrise in the desert.

In the Prat's PRO+ campaign, the shape that repeats is the bottle itself. I wrote that it would stay "anchored at the center of the screen" through the following takes, while the world around it changed address: the mature woman, the study desk with the young man and his laptop, the kids' football school during the hydration break, the friends doing sit-ups at the gym, the person on an electric scooter who stops at a café. Over this journey, the voice-over ties everything together: "On a break, on the way, between one appointment and the next, Prat's PRO+ is that boost you love to take along."

The finished film made its own choices in the edit, as every film does, and the script serves as the starting point for that work. On screen we see the kitchen, the student, the girls playing football, the woman at the gym, a man in a suit in the park, the "15g" and the packshot with oranges, all stitched together in about 48 seconds. Published on July 31, 2026 on Prat's channel, the film had more than 1.3 million views when I checked the page, on October 20, 2026.

Anchoring the product at the center has a craft reason. In a short film, each change of setting asks the viewer for a moment to get their bearings. With the bottle standing still in the same spot, the eye always finds the same harbor, and the brand becomes the element that connects all the stories.

What the Behind the Prat's PRO+ campaign series will show

Each of the next six articles follows one film from the campaign. The second shows how to write a 15-second film from a mature woman's walk. The third goes behind the scenes and gives generous space to Claque Filmes and the team that brought the script to life, with the video shot on the football field. The fourth talks about the student and the gesture of placing the bottle exactly at the center of the desk.

The fifth deals with the breaks of the day, the pauses along the way and sunlight as a language. The sixth tells how to write a gym without clichés. The seventh closes the series in the editing room, with the history of the match cut in cinema and what the campaign teaches people who look after brands.

In the next article, the fridge door opens again, now for a woman in a cap who is heading out for a walk in the sun. In the script, when she closes the door, the one waiting is a little dog, her walking partner. I will show how all of that fit into fifteen seconds of text and why this mature character is so dear to me.