July, 2026.- Rodrigo Pedreira’s career path has given him a broader commercial perspective that goes beyond selling itself. Having worked in agencies, operations, entrepreneurship, and now in a production company, he learned to look at the client’s business before simply offering a service. For him, the sale does not end when the budget is approved. It continues through monitoring the process, ensuring quality in the delivery, and post-sale follow-up—understanding what worked, what can be improved, and proactively suggesting course corrections.
Pedreira joins Crème Company as Head of Sales after an extraordinary career: MTV Brasil, founding Showlivre.com, leading Player/Naked Brasil, and serving as COO at VML Brasil. His experience as a COO and entrepreneur taught him to look at the bigger picture, connect different areas, anticipate problems, and turn a commercial relationship into a long-term partnership.
In this interview, Pedreira discusses Showlivre, a pioneering platform for live music coverage created at a time when YouTube did not exist, social media as we know it did not exist, and no one talked about streaming the way we do today. The biggest lesson was understanding that when you are building something new, you need to combine vision, execution, and partnership. Having a good idea is not enough if you cannot turn it into a product, an operation, and something relevant to the market.
Pedreira also addresses the biggest misunderstanding between agencies and production companies: the idea that a production company is only brought in to execute what has already been defined. Today, agencies expect production companies to play a much more active role—in discussions about script, creative language, production feasibility, director selection, and ways to strengthen an idea. Coming in as a creative partner helps protect the idea while finding the best way to turn it into a film, piece of content, or campaign.
On the Brazilian production market, Pedreira sees the greatest opportunity in combining AI-driven approaches with traditional film production. AI can speed up processes, expand visual possibilities, and help test different approaches, but it still requires vision, experience, and direction to create something truly relevant. The biggest threat is treating this transformation superficially—believing that AI can solve everything on its own.
1. From MTV to COO to Head of Sales: You’ve had an extraordinary career spanning MTV Brasil, founding Showlivre.com, leading Player/Naked Brasil, and serving as COO at VML Brasil. Now you’re leading sales at Crème Company. How does your COO and entrepreneurial experience change how you approach sales compared to a traditional sales leader?
Rodrigo Pedreira: My career path has given me a broader commercial perspective that goes beyond selling itself. Having worked in agencies, operations, entrepreneurship, and now in a production company, I learned to look at the client’s business before simply offering a service.
I believe that selling well starts with understanding what results that project needs to generate: for the brand, for the agency, for the campaign, and for the people involved in the delivery. For me, the sale does not end when the budget is approved. It continues through monitoring the process, ensuring quality in the delivery, and also through post-sale follow-up, understanding what worked, what can be improved, and, when necessary, proactively suggesting course corrections.
My experience as a COO and entrepreneur taught me exactly that: to look at the bigger picture, connect different areas, anticipate problems, and turn a commercial relationship into a long-term partnership.
2. The Showlivre.com Pioneer: You founded Showlivre.com, a pioneering platform for live music coverage. What did you learn from building a business from scratch that you’re applying to growing Crème Company’s commercial presence?
Rodrigo Pedreira: Showlivre was one of the most enjoyable projects I have ever worked on. It was created at a time when everything on the internet was still very new: YouTube didn’t exist, social media as we know it today didn’t exist, broadband was still limited, and no one talked about streaming the way we do today.
We created a platform to cover the concert schedules in São Paulo and Rio de Janeiro, and little by little, we realized it could become much bigger. We managed to turn Showlivre into the music channel of Terra Portal, owned by Telefônica, which at the time had a large audience, strong media investment, and a very robust technological infrastructure.
With Terra’s infrastructure support, we started broadcasting live concerts. First, we streamed Rádio Transamérica’s studio live on the portal’s homepage, featuring bands such as Paralamas do Sucesso, before Herbert’s accident. Later, we began covering major festivals, such as Free Jazz Festival, Carlton Arts, Chivas Jazz Festival, among others.
The biggest lesson was understanding that, when you are building something new, you need to combine vision, execution, and partnership. Having a good idea is not enough if you cannot turn it into a product, an operation, and something relevant to the market.
This is very much connected to what I do today at Crème. Growing the production company’s commercial presence is not just about presenting a beautiful portfolio. It is about understanding where the market is changing, which conversations have not yet taken place, and how Crème can occupy those spaces with creativity, consistency, and a real ability to deliver.
Showlivre is still active today, supporting independent bands through audiovisual production. To me, that is also an important sign: when a project is built on authenticity, usefulness, and a vision for the future, it can stand the test of time.
3. Sales in a Producer-Agency Relationship: You’ve sat on both the agency and production sides. What’s the biggest misunderstanding between agencies and production companies that you’re uniquely positioned to solve?
Rodrigo Pedreira: I think the biggest misconception, which fortunately is gradually disappearing, is the idea that a production company is only brought in to execute what has already been defined.
Today, agencies expect production companies to play a much more active role, especially in discussions about the script, creative language, production feasibility, director selection, and even possible ways to strengthen an idea.
And that does not mean taking the agency’s place. Instead, it means coming in as a creative partner, helping protect the idea while also finding the best way to turn it into a film, piece of content, or campaign.
Having worked on the agency side, I understand the pressures of deadlines, clients, budgets, presentations, and internal approvals. And now, being on the production company side, I can help translate those needs into the production process. I think that is the key: making the relationship less transactional and more collaborative.
4. Crème Company’s Creative Reputation: Crème Company has built a reputation for “quality and consistency of creative work.” How do you sell creative quality to a client whose primary concern is speed and cost? What’s your pitch?
Rodrigo Pedreira: The agencies that hire Crème already know the quality of our work and understand that this difference has value. Creative quality is not just an aesthetic matter. It directly impacts the project’s outcome, the strength of the idea, the brand’s perception, and even the efficiency of the process.
When the client is under a lot of pressure regarding deadlines and costs, my argument is that quality should not be seen as a luxury. In many cases, it is precisely what prevents rework, misalignment, and decisions that may seem less expensive at first but end up costing more in the end.
5. The Boiler Hub Advantage: Crème Company is part of Boiler Hub, a production ecosystem. How does being part of a hub change your commercial strategy compared to being a standalone production house?
Rodrigo Pedreira: Being part of Boiler Hub significantly changes our commercial strategy because it gives us a very solid structure behind Crème. We have access to processes, production, back-office support, suppliers, and operational expertise that would be much more difficult to build on our own, especially as a relatively young production company.
This allows us to focus on what truly sets Crème apart: creative quality, direction, craft, and the delivery of our films. While the Hub provides a complete support structure, Crème can devote more energy to building relationships with agencies, creative thinking, and delivering excellence in every project.
In practice, it is like having the best of both worlds: the agility, personality, and creative care of an independent production company, combined with the security, structure, and delivery capabilities of a larger ecosystem.
For clients and agencies, this means greater confidence. They are not just hiring a production company with great directors, but an operation that is prepared to deliver projects with consistency, scale, and peace of mind.
6. The Brazilian Production Market in 2026: The Brazilian production market is competitive and evolving rapidly. What’s the single biggest opportunity you see for Crème Company in the current market, and what’s the biggest threat to its growth?
Rodrigo Pedreira: The production market has always been highly competitive, but now the funnel is even tighter. Brands and agencies need to produce more, in less time, across more formats, and often with smaller budgets. This creates enormous pressure across the entire ecosystem.
At the same time, I believe this is where the greatest opportunity for Crème lies. Production companies that know how to look at artificial intelligence not just as an execution tool, but as a new layer of curation, direction, and craft, can gain a competitive edge. AI can speed up processes, expand visual possibilities, and help test different approaches, but it still requires vision, experience, and direction to create something truly relevant.
For Crème, the opportunity lies precisely in combining this AI-driven approach with traditional film production. It is not about one replacing the other. It is about combining direction, storytelling, production, post-production, curation, and new technologies to deliver better, faster, and more intelligently.
The biggest threat, in my view, is treating this transformation superficially. Believing that AI can solve everything on its own, or that price and speed are the only decision-making criteria, can greatly diminish the creative outcome. In the end, the market will continue to need great ideas, great direction, and excellent execution. The difference is that those who know how to integrate technology with creative sensitivity will have a major advantage.
