A Boa Notícia (The Good News): how I wrote the corporate manifesto for Spraytec, a global agribusiness company

It is still dark. On screen, a farmer leaves his house and walks toward the field. In the same minute, in a city far from there, a Spraytec employee arrives for the predawn shift. The edit places the two side by side, and the narrator says softly: "Those who plant, plant to receive the good news." That was the first line I got right for the corporate film "A Boa Notícia" (The Good News), and it carries the whole idea. The customer and the company wake up together, wait for the same thing and root for the same result. The rest of the script was written so that this wait would grow to the size of the world.

Spraytec: crop nutrition from Maringá to more than 40 countries

Before talking about the script, I need to talk about the brand, because its size decided many of the text's choices. Spraytec is an agricultural inputs manufacturer headquartered in Brazil and presents itself as "a leading company in crop nutrition, specialized in the development of new technologies". It works with adjuvants, foliar fertilizers, biologicals and soil health. In the United States, it signs off with a short line every scriptwriter admires: "Low rates, high results."

Its story runs through Maringá, home to its research and development lab, expanded in 2016 according to Revista Cultivar. It runs through Argentina, with a plant in Roldán, and through the United States, with Spraytec Fertilizers in Iowa. In 2023, the company exported to 41 countries, according to the Bichos de Campo portal. In February 2026, a Southeast Iowa Union report recorded a presence in more than 40 countries. You can get to know the US operation on the Spraytec website in the United States.

Four hundred million hectares, in 2024. When I read that number, I understood the size of the responsibility. A film for a company like this needs to fit in the hand of a farmer in Paraná and, in the same shot, speak to a technician in Des Moines or a team in Australia.

How REC Mart brought me into the Spraytec corporate video script

I came to REC Mart through a referral from two friends in the field, Terra and Talita, and Ton Dijan welcomed me with a generosity that still moves me today. Within a few days I was already moving around the production company like one of the family, listening to the stories of the brands REC serves. After the first piece was approved on the first round, Ton opened the doors to other projects, and Spraytec was among them. I am grateful to him for that trust and to the whole REC team for the care with which they treat every text that reaches their hands.

REC has built a broad client portfolio through its experience with content creators and high-performance digital brands. This gives the team a rare intuition for what holds the eye. For a scriptwriter, working alongside people like this is a gift: every sentence I write finds someone ready to discover how it becomes an image.

The central idea of the brand manifesto: the good news of the harvest

Every brand manifesto needs an idea that fits in one sentence. The idea behind "A Boa Notícia" was born from a simple observation about life in the countryside: a good harvest arrives like news. The farmer waits for it for months, watching the horizon, the rain, the plant. When it arrives, the joy travels through the whole chain to the table of those who eat. Spraytec enters this story as the one that works so the news will be good.

The script was written as a poem narrated in voice-over, with repetition and rhythm. I organized the narrative in movements: the horizon and the farmer's hope, the ground and the family, the work before sunrise, the lab, the arrival of the news, the wave that travels through the production chain and logistics, the network of employees in several countries, the crops and the tables, confident gazes in close-up and, finally, the tagline. The line that ties science to this emotion appears in both versions of the text: "We put science at the service of the land, to confirm everything the farmer's heart already feels."

The first version: the farmer, the family and the lab report

The first version had ten scenes and a very close emotional core. A farmer father, a daughter who works as a lab technician, a lab report that comes out with the green light, and a hug. The narration said: "It is work that begins even before the sun rises, it is our family, it is our story that carries on." The global presence appeared in match cuts of labels, "Fabricado no Brasil", "Hecho en Argentina", "Made in USA", and at the tables of Latin American, American and Asian families. The closing was a hug in the form of a sentence: "Because when you take care of what you plant, you take care of everyone." And the tagline: "Spraytec. For the good fruits."

I like this version for what it does with time. It concentrates the entire brand in one family, and the family becomes the doorway to the world.

The second version: the team in several countries from the very first second

The second version has nine scenes and begins with scale. In the first seconds, fields in other countries already appear, along with a Spraytec field technician working far from Brazil. The protagonist becomes the team, introduced in a line that sets the morning in motion: "Even before the sun rises, there is already a team in motion. In the field, on the road, at the factory, in operations."

The employees appear in Maringá, in Roldán and Rosario, in Des Moines, in Paraguay, Uruguay, Bolivia, Ukraine, Australia, the European Union and Turkey, each with a short line in their own language: "Fechou!", "¡Listo!", "All set!". The text gains the vocabulary of operations, with "the strength of innovation, science and trust" and a Spraytec that "drives an operation that never stops". The closing opens up to more people: "You drive people, journeys and futures. You take care of everyone." The tagline becomes "Spraytec. Once. Always."

Intimacy and scale in a corporate video script for a global company

The two versions taught me something about manifestos for companies that operate in many countries. Scale also moves people when the script gives it a face. A "¡Listo!" spoken by someone in Rosario has the same warmth as a hug between father and daughter, because it shows a person who woke up early so that the news would be good on the other side of the map.

When I write for a global brand, I ask a few questions before deciding where the camera begins. Who will watch first? Will the film open an internal convention, introduce the company to a distributor or run on social media in several countries? Does the brand want to be remembered for its relationship with the farmer or for its presence in so many places at the same time? The answers define the first image. When the team spread across the world is the audience that most needs to see itself, I put it right at the beginning, working, with the sun still low, and let the fields, the crops and the tables come later to bring warmth to the movement.

Imagine your company's film being shown at the same time to a customer in rural Goiás and to a team on another continent. The question worth asking the scriptwriter is which person, in which scene, will make each of these audiences recognize themselves on screen. The full case is in the Spraytec section of the REC Mart case study.

In the next article about Spraytec, I explain how the entire chain became a character in the film: those who harvest, those who transport, those who process and manufacture, and why a B2B script can speak to everyone the customer feeds.