Run Your World of Commerce with VTEX
The Challenge
VTEX came to us with a clear initial goal: bring their complex digital commerce ecosystem to life through animation. However, midway through production, the company experienced major strategic shifts, including rapid expansion into the North American market and the launch of their IPO.
These milestones triggered a broader repositioning of the brand, resulting in updated messaging, a revised visual identity, and evolving business priorities. The challenge wasn’t only creative, it was about adapting a live project to a moving target without compromising timelines, clarity, or impact.
Our Approach
We began with deep discovery conversations focused on understanding VTEX’s solution from the user’s perspective, which led us to propose a character-driven narrative that humanized the platform and made the ecosystem more relatable.
When VTEX’s positioning evolved mid-project, we intentionally paused production to give space for strategic realignment. This allowed us to absorb the new brand direction, redefine the visual language, and rethink the story from a more product-focused user experience, shifting from a macro brand narrative to a more detailed, functional view of the platform.
Thanks to an open and collaborative workflow, we were able to adapt quickly:
- We rebuilt style frames aligned with the new brand guidelines
- Shared updated visual boards to maintain alignment
- Adjusted the narrative without disrupting production resources
The flexibility of animation played a key role here, enabling a seamless transition without the constraints typical of live-action production.
The Outcome
The final animation evolved alongside VTEX’s transformation, resulting in a visual system that reflected their new tone of voice and market positioning.
Despite significant changes throughout the process, the project was delivered on time and without added production strain. Most importantly, the animation became a living representation of VTEX’s evolving identity, translating complexity into clarity and aligning seamlessly with their growth at a pivotal moment in the company’s journey.
Learn more on how MOWE tackled this challenge together with VTEX
Scope of Work
- Creative Direction
- Art Direction
- Script Review
- Copywriting
- VO Casting & Recording
- Localization
- Storyboard
- Illustration & Design
- Animation
- Sound Design
Credits
- Executive ProductionFelippe Silveira
- Executive Creative DirectionRaff Marques
- Creative DirectionDavid G. Stone
- ProductionRuby Valls
- Storyboard, Art DirectionVictor Rosa
- IllustrationJulia Hanke
- Lead AnimationPedro de Britto
- AnimationBarbara Nozari, Murilo Emerick
- Sound DesignEstúdio Sonido