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Case study · Advertising script · 2026

Prat's PRO+: a small bottle at the center of everyone's routine.

I wrote the scripts for the launch campaign of Prat's PRO+, Prat's orange juice with 15 g of hydrolyzed collagen protein. The invitation came from Claque Filmes, which produced the campaign in partnership with ARTT Creative Works.

Client Suco Prat's, Maringá, Brazil

My role Concept and scripts for every film

Production Claque Filmes, in partnership with ARTT Creative Works

Launch Main film published on July 31, 2026

Bottles of Prat's PRO+ on an outdoor table with oranges — **Main film** · "Sua rotina ganhou a versão PRO+!" (Your routine just got the PRO+ version!) · Suco Prats Oficial channel, 07/31/2026 · about 48 seconds

Context

A new product from a brand that already lives in people's fridges

Prat's was born in Maringá in 2012, squeezing and bottling orange juice in a factory with eight employees, according to the history published by the brand. In 2026, it launched Prat's PRO+: a 300 ml bottle with 94.9% whole orange juice and 5.1% hydrolyzed collagen protein, 15 g of protein per bottle. The juice was developed in partnership with Gelprime, a company invested in by MBRF, as reported by Gironews.

The communication challenge was to introduce this new product while keeping those who already knew the juice close. The campaign had to be visually beautiful and show moments of life and everyday routine with the product already in people's hands: the walk, studying, the game, the workout, the way from one appointment to the next.

The goal of the script was for the audience to recognize themselves in these scenes and leave the film with one line in their heads: "Prat's PRO+. O reforço alimentar do seu dia a dia." (Prat's PRO+. The nutritional boost for your everyday life.)

My participation

What I wrote for this campaign

01 · Concept

Everyday's PRO+ version

The concept text for the 60-second film, the idea of the "PRO+ version" and the creative notes that guided production, such as the match cut with the bottle at the center and the rule of sunny, outdoor scenes.

02 · Main film

"Your PRO+ version"

Complete script for the main film, with scene directions, voice-over, on-screen text, the sequence of label attributes and the sign-off.

03 · Short films and behind the scenes

Six 15-second films and a behind-the-scenes video

Scripts for the short films about walking, studying, football, the gym, the scooter at the café and the break on the sidewalk, plus the script for the behind-the-scenes video.

Production, directing, filming, casting, editing and finishing were handled by Claque Filmes and ARTT Creative Works. The published films went through editing and do not always follow the script word for word, as happens in every production.

Script decisions

Five choices that shaped the campaign

Open from the point of view inside the fridge

The film starts in the dark, with the silhouette of the new juice. The door opens and the light reveals the packaging. It is one of the first images of the day for many people, and a close relative of the supermarket fridge door, where the purchase happens.

Anchor the bottle at the center of the screen

I wrote a match cut in which the bottle stays in the same spot in the frame while the characters change around it: the mature woman, the student, the kids' football school, the friends at the gym. The product becomes the thread that ties all the stories into one universe.

Drinking in natural breaks, without competition

One direction applies to the whole campaign: "Characters drink during natural breaks, without a competitive sports context." Protein appears as a companion to the routine, and every mention of the product stays within what the label states.

Sunlight as language

The first creative note said "ALL SCENES ARE SUNNY AND OUTDOORS". During production, important indoor scenes for the routine were added, and light stayed at the center: the bottle shaken against the sun, light shining through the label, a packshot under open sky.

Fifteen seconds, one verb and a pinch of humor

Each short film starts from a verb (walk, study, play, train) and fits a calmly delivered voice-over. Humor comes through in the voice-over writing, as in the football film's "Ah... and loooots of protein!"

Video

Audio

P.O.V. from inside the dark fridge, showing only the silhouette of the new juice. The fridge opens and the light reveals the new packaging.

"Every day there is a moment when we need to be our PRO+ version."

Faster match cut. Product in the same spot in the frame. Characters drink during natural breaks.

"On a break, on the way, between one appointment and the next, Prat's PRO+ is that boost you love to take along."

Final packshot. Bottle centered, open sky, movement with light blur.

"Prat's PRO+. The nutritional boost for your everyday life."

Excerpts from the original script of the main film, written by Léo Bento in Portuguese and translated here.

Pieces published on YouTube

The campaign films

Films in Portuguese, published on Prat's official YouTube channel. Titles translated. Script: Léo Bento. Production: Claque Filmes, in partnership with ARTT Creative Works.

From script to film

The script beside the film

In these videos, the original script scrolls beside the scene, line by line, with a yellow dot marking the line on screen.

Prat's PRO+ · Soccer A game break became a brand scene.

Prat's PRO+ · Behind the scenes Behind the scenes of the soccer shoot.

On Instagram and behind the scenes

Football and the Claque Filmes set

The football short film was published on Prat's Instagram. The behind-the-scenes videos were published by Siandre Camacho, from Claque Filmes, and show the production's care with every scene that was on paper.

Football: hydration break

Published by Prat's on 09/21/2026. In the script: "The referee blows the whistle! Hydration break in the match!"

The fridge scene

Published by Siandre Camacho on 07/21/2026. To film the opening, the crew adapted a fridge and blocked out the light.

Prat's PRO+ making of

Published by Siandre Camacho on 08/11/2026, on behalf of Claque Filmes and ARTT Creative Works.

Result

1.35M+

campaign views across YouTube, Instagram and Facebook. The main film alone passed 1.3 million on YouTube.

A script that sustained the campaign for more than two months.

The same concept generated a whole family of pieces: the launch film, six 15-second short films and the behind-the-scenes video. With this material, the brand published campaign content from July 31 to October 7, 2026, always with the bottle at the center of the screen and the same sign-off.

8 pieces published by the brand from the scripts

68 days between the first and the last piece published

2 platforms: YouTube and Instagram

Sources: Suco Prats Oficial channel on YouTube and @suco.prats profile on Instagram, checked on 10/20/2026.

Credits

Who made the campaign

I am grateful to Siandre and Marcelo for the invitation. Claque has a long history in audiovisual and advertising, and it was an honor to write with this team.

Client	Suco Prat's, with the brand's marketing team
Concept and scripts	Léo Bento, Mentoniano
Production company	Claque Filmes, from Maringá, Brazil, founded in 2011
Claque Filmes	Siandre Camacho, advertising film producer, and Marcelo Rocha Loures
Co-production	ARTT Creative Works, audiovisual production company from Maringá, Brazil
Product	Prat's PRO+, developed by Prat's in partnership with Gelprime

Directing, cinematography, casting and editing credits were not published in the sources consulted, so they do not appear here.

History with the brand

PRO+ is the most recent work with Prat's

Before PRO+, I wrote the scripts for Prat's winter campaign and the Pancada de Prêmios promotion, also in 2026. Siandre Camacho published the behind-the-scenes of those productions, with photos and films, in June.

I am a loyal customer of the brand. I love Prat's in its PRO+ version, I can't go without it, and every time I open the supermarket fridge to buy it, the slogan comes to mind.

Behind the scenes of Prat's winter campaign and giveaway campaign, published by Siandre Camacho on 06/24/2026.