UP

noun

INFORMAL

 

A period of good fortune or positive mood.
“You can have UPS every time in your productions.”

Welcome to UP.

UP is born from a great partnership.

Lu and Dudu met working on the marketing campaigns for HBO’s original productions – Lu as a client (Creative Director) and Dudu (Executive Producer) in charge of his production company 21Sun Productions. It was 15 years of tremendous collaboration, respect and transparency, during which they produced incredible (and award-winning!) content for marketing and digital campaigns for series such as: Magnifica 70, The Business, PSY, Destino SP, He, His & They , Joint Venture, Greg News, among others.

This is UP‘s commitment:

to elevate the level of content production for series and film’s marketing campaigns through a human, inclusive and high-spirited experience.

UP, UP, hurrah!

Mission

Today, streaming services are in charge of the narrative, responsible for creating stories that influence the world. We believe we have to do our part, in the real world and behind the scenes. We want to understand and celebrate differences, creating opportunities to break stereotypes, focusing on the representation of minorities, their vision and voice, with an inclusive and uplifting team!

Philosophy

Inclusion

UP to diversity and inclusion in our teams.

+

Transparency

UP to the spirit of partnership and honesty.

+

Kindness

UP to human respect.

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Experience

UP to optimize the potential and
experience of each individual
in our teams.

=UP results

Let's grow together!

This isn’t about sympathy or charity. This is about getting our souls right.

Verna Myers, Vice President, Inclusion Strategy at Netflix

We want a culture that is inclusive of everyone and where everyone who joins feels they have opportunities to succeed and grow.

Nellie Borrero 2020 Executive of the Year / Senior Global I&D Managing Diretor / Accenture

Who we are

Lu Petrocchi

When I was 7 years old, my mother asked me:
“What will you be when you grow up?”
With great conviction, I replied: “experimentalist.”
And that was a kind of premonition.

I hitch-hiked on trucks across Brazil, crossed the Atlantic on a cargo ship (the only woman on the ship!), lived in London, cleaned houses, waited tables, studied journalism… and this all while taking care of an elderly Hungarian (writer of books on sex and religion and who knew everything about Quimbanda in Brazil).

Still in London, I got my first job as a producer (2 documentaries for BBC and Channel 4) and wrote and directed my first short film while still cleaning houses.

Back in Brazil, my goal was cinema; production assistant, researcher, props, until becoming an assistant director in cinema and advertising.

I became a mother, got to know a deeper and more conscious universe, moved to Miami and discovered HBO – the corporate world, where I worked as a production manager and creative director for many years.

Among other details, I also experienced being a partner in a social media marketing company, Viva +!

And at that same stage, already in my forties, I paraglided in the French Alps (an unforgettable experience!).

Now I’m ready for a new adventure, creating with Dudu a production company with inclusive and diverse teams that reflects what I am today and what I learned from all these “experiments.”

Dudu Schmidt

I’ve been a bit bossy for as long as I can remember.

I was the one who organized the family games, planned the logistics of trips with friends, and at school, I was happy to fulfill my role as class president.

At 20, like any young person full of doubts about the future, I imagined dedicating myself to something that would allow me to use these skills. That’s how I started in audiovisual production.

Born in São Paulo, but raised in Rio de Janeiro, I was introduced to filmmaker Sérgio Bernardes, who called me to coordinate the production of the project Via Brazil – for the FHC government.

Thanks to this work, I had the privilege of traveling almost all of Brazil and getting to know the cultural, architectural and natural diversity of the country. On this journey I began to understand that what was important to me was to lead a team, always with great care and respect.

Taking advantage of my executive production experience and extensive knowledge of locations in Brazil, in 2007 I founded 21 Sun Productions, a still photo production company, where I produced fashion and advertising campaigns for international clients in Latin America. We work with clients such as Lacoste, Vogue, Taugher, Volkswagen, Berdolf Goodman, among others.
In 2015 I moved to São Paulo and started producing for major national brands such as C&A, Farm, Havaianas, Hering, Bradesco, and many others.

At the same time, we also produce all digital content and marketing campaigns for HBO original series, Amazon Prime also in other Latin American countries.

All these experiences taught me how inclusion and diversity really are the path that delivers the best results.
Nowadays, agencies and clients come to us in search of the differentiated quality of our services.

talk with us

UP Content São Paulo
[email protected]
+55 (11) 93939-8240

UP Content Rio  / Miami
[email protected]
+55 (21) 99131-4245
+1 (305) 3428219

UP Content São Paulo
[email protected]
+55 (11) 93939-8240

UP Content Rio / Miami
[email protected]
+55 (21) 99131-4245
+1 (305) 3428219

UP Content Productions & Creations 2021 – All Rights Reserved