At a time when artificial intelligence is reshaping creative workflows and campaigns demand greater speed and multiple deliverables, while budgets are under increasing pressure, executive producers Rafael Bedoni and Pedro Dumans are launching Make Me Proud, a production company focused on the advertising market that brings together craft, agility, and production intelligence.
Based in São Paulo, the new production company aims to serve agencies and brands looking for efficiency without compromising excellence in execution. With complementary backgrounds, Bedoni and Dumans combine their experience in executive production, directing, and language development to create a structure aligned with the current demands of advertising — an environment that requires greater speed, increased complexity, and less room for creative waste.
Bedoni is an executive producer focused on high-level craft and strategic production intelligence. He began his career independently, building his place in the market by producing and directing his own projects before moving into executive production for national campaigns. As demand for advertising productions continued to grow, launching Make Me Proud was a natural next step: a space where he could put into practice what he defines as “production intelligence” — the ability to analyze a script, strategy, and budget in order to invest precisely where the film needs to grow, maximizing every client dollar while avoiding waste.
His partnership with Dumans followed soon after, further strengthening the production company’s positioning in the advertising market. A director and executive producer with more than 20 years of experience in film and advertising, Dumans has three award-winning documentary features in Brazil and France to his credit, along with a career defined by the combination of cinematic language and brand communication.
“Make Me Proud primarily produces advertising films for all media: digital, branded content, and TV. Our differentiator lies in the combination of production intelligence and craft. Our background comes from digital productions, with campaigns involving multiple formats and versions. As a result, we have learned how to navigate tight deadlines and more challenging budgets very effectively,” says Bedoni.
The production company enters the market with six directors, including Paula Buarque, Pedro Dumans, Ana Karina Zaratin, Alexis Muller, Fábio Bardella, and Gabriel Barros. The positioning “Exhibited with Pride” reflects the company’s ambition to create work that clients feel confident putting their names behind, that teams want to include in their portfolios, and that creatives are proud to share.
“Our goal is for every client to feel extremely proud of the films we produce together. We know that, just as important as the end client’s opinion, is the opinion of creatives and producers at advertising agencies. We want to see creatives sharing our films on their social media — that’s the best measure of when a piece of work has truly resonated,” says Dumans.
To achieve this, the company works closely with agencies and creative teams, ensuring that every film has personality, polish, and narrative strength.
“Make Me Proud was born precisely in this context: as a production company prepared to combine agility with high-level craft. We position ourselves as strategic partners for agencies and brands that want to navigate this new era without losing impact, personality, or quality,” Bedoni adds.
Partner Bios
Rafael Bedoni is a partner and executive producer at Make Me Proud. He holds a degree in Advertising from FAAP and specialized in filmmaking at the New York Film Academy in Los Angeles. He built his career independently, eventually becoming one of the executive producers of the new generation of Brazilian advertising. He has worked in audiovisual production for more than 15 years, producing campaigns for brands such as Disney, Meta, Outback, Zoetis, Jequiti, OXXO, and Shell Select. His work is guided by the concept of production intelligence: the ability to align creativity, strategy, and management to maximize the potential of every project. At Make Me Proud, he leads productions that combine high-level craft, agility, and innovation for the advertising market.
Pedro Dumans is a partner, director, and executive producer at Make Me Proud. With more than 20 years of experience in film and advertising, he has built a career defined by the combination of cinematic language and brand communication. He has directed campaigns for some of Brazil’s leading advertisers, while also developing a strong career in film, with three award-winning documentary features in Brazil and France. His narrative vision and direction of actors are recognized for his ability to transform advertising scripts into films with identity, emotion, and visual sophistication. At Make Me Proud, he leads the company’s creative development, combining his cinematic background and excellence in directing to create films that inspire pride among clients, agencies, and teams.
