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Scriptwriting and storytelling for women's football campaigns
Mentoniano is Léo Bento's scriptwriting studio in Brazil. Léo has written for companies and brands since 2014. We write concepts and scripts for campaigns, films, corporate videos, events and social content for brands, agencies and production companies telling women's football stories, working remotely, with scripts in Brazilian Portuguese and Spanish.
Our approach
The protagonists are the women who play, coach, referee, lead and cheer.
How we write women's sports stories
The athletes, coaches, referees, executives, professionals and fans are the protagonists. Every script starts by listening to the people who live the story and amplifies what they already say.
Every script goes through a checklist based on the International Olympic Committee's portrayal guidelines, UN Women's sports reporting handbook (2025) and Brazil's advertising self-regulation code. The full checklist is in the 10-part guide on our blog.
We leave out comparisons with male athletes, any focus on bodies, looks and outfits, calling adult women girls, and words that treat a win as a surprise. Before approval, we run the flip test recommended by the IOC, swapping she for he to check whether the line still works.
What we can develop
What we write for women's football campaigns
Campaign concept and scripts, with the main film, short cuts and on-screen copy.
Corporate films and brand manifestos.
Interview and testimony scripts, with questions about the game, careers and goals.
Teasers, opening films and closing films for corporate sports events.
Internal engagement activities and scripts for teams during the 2027 tournament.
Scripts for YouTube, Reels, TikTok and podcasts.
2027
Brand, image rights and the law in 2027
Brazil's Law 15.421/2026 gives FIFA exclusive commercial rights over the tournament's name, symbols and marks (art. 44) and provides for damages in cases of unauthorized use, such as tickets given away in promotions (art. 62).
An athlete's name, image and words in a campaign require her authorization or that of whoever holds her image rights. The Brazil national team jersey and crest involve the CBF.
Our scripts plan for these authorizations from the start and give the brand its own identity. Legal advice stays with the brand's lawyer.
Published work
Case studies
Copa Coamo 30 years
Three scripts for the 16th Copa Coamo cooperative sports event in 2023, including the debut of women's beach volleyball and its first trophy in the closing film. More than 6,000 people attended the final.
Learn morePrat's PRO+
Concept and scripts for every film in the launch campaign, including a 15-second spot about football. Produced by Claque Filmes with ARTT Creative Works. The main film passed 1.3 million views on Prat's YouTube channel.
Learn morePrat's winter campaign
Three films and every cut of a campaign that ran from June 29 to July 23, 2026, with more than 450,000 combined views on Prat's YouTube channel. Produced by Claque Filmes with ARTT Creative Works.
Learn moreREC Mart
Scripts for 10 brands in 8 industries, in Portuguese and Spanish, including a Spanish-language film for Uningá aimed at students' families in Latin America.
Learn moreIn video production, everything starts with the script. If it doesn't work, the best camera or the best editing won't help. That's why, when the script is by Léo Bento, from Mentoniano, I can relax. He understands the client, finds the right story and writes in a way that moves people.
Ton Dijan, founder of REC Mart (translated from Portuguese)
How a script is born
The four stages of every script
Listening
What needs to be said, to whom and for what purpose.
Heart of the story
Conflict, character and feeling.
Path and rhythm
The order of the scenes and the timing of each one.
Polishing
A line-by-line review, with notes on direction, scene, sound and transitions when the project needs them.
In short
Mentoniano is Léo Bento's scriptwriting studio in Brazil. Léo has written for companies and brands since 2014. We write concepts and scripts for campaigns, films, corporate videos, events and social content for brands, agencies and production companies telling women's football stories, working remotely, with scripts in Brazilian Portuguese and Spanish.
Mentoniano is not affiliated with FIFA, the CBF, clubs or athletes. Legal information summarizes public texts and is not legal advice.
Frequently asked questions
Common questions
What does Mentoniano do for women's football campaigns?
We write concepts, scripts and copy: main films and short cuts, corporate films, interview scripts, teasers and films for sports events, internal activities and scripts for social media, YouTube and podcasts.
Does Mentoniano work with agencies and production companies?
Yes. We work as partner scriptwriters: the Prat's PRO+ and Prat's winter campaigns were produced by Claque Filmes with ARTT Creative Works from Mentoniano scripts, and the agency gLue brought Mentoniano in to write the emotional layer of the guest experience at an aiqfome event.
Do you work with brands from outside Brazil?
Yes, remotely. We write in Brazilian Portuguese and Spanish, and we also work with clients in English. For REC Mart, we wrote a Spanish-language film for Uningá aimed at families in Latin America.
Does Mentoniano produce the film?
Mentoniano writes the script. Production, directing, filming, casting and editing are handled by the production company chosen by the brand or agency, and the script is delivered ready for that team.
How do you avoid stereotypes in a women's football campaign?
We use a checklist based on the IOC portrayal guidelines, UN Women's 2025 handbook and Brazil's advertising self-regulation code, and we run the IOC flip test before approving the copy. The full guide is published on the Mentoniano blog.
Can I use athletes' images or 2027 tournament symbols in my campaign?
An athlete's image, name and words require her authorization or that of whoever holds her image rights. The tournament's names, symbols and marks are exclusively licensed by FIFA under article 44 of Brazil's Law 15.421/2026. Our scripts plan for these authorizations, and legal advice stays with the brand's lawyer.
When should a brand start the script for 2027?
The tournament runs from June 24 to July 25, 2027, in Brazil. Starting early leaves time for listening, research, authorizations, approval and production. The first step is a conversation about the story the brand wants to support.
Is Mentoniano affiliated with FIFA, the CBF or any athlete?
No. Mentoniano is an independent scriptwriting studio. Our blog articles cite athletes, officials and executives from published reports and documents, as research, with no partnership with any of them.