Filmes publicitários e mídias digitais: uma análise do processo de produção do filme “dia das mães – Unicred RS” da Eyxo

Abstract

The present work has as objective to understand the process of audiovisual advertising for digital media. Faced with the context of an advertising marketing that increasingly invests in digital media, there is Eyxo, a content production company that proposes to tell stories in diferent digital formats. Knowing that, we analyzed the process of production of the movie “Mother’s Day – Unicred RD” through the data obtained in a interview with members of the production team. Characterized as a exploratory research, we used as methodology two data collection techniques: indirect and direct documentation (LAKATOS; MARCONI, 2005), which through the collected data we obtained our objective of analysis: the interview results. After applying the Content Analysis method (BARDIN, 1977), we developed a process adopted description by Eyxo’s team in the film production and, from this, we concluded that the main diferences of the advertising film for digital media finds itself not in the final product but in its production process.