NOTHING[ ] / Work / Papo de Criminalista
PapoLabs.
A digital product built from scratch, from concept to live broadcast, under a single direction.
Criminalista
ongoing
event
Distribution
[ ] Context
The product existed. The scale did not.
Papo de Criminalista was already the largest criminal-law community in Brazil when it arrived with a precise problem: the products worked, but they did not scale. Courses and mentorships priced between R$2,000 and R$5,000 converted well among those who already knew the brand. They did not convert those who did not.
The ceiling was not quality. It was access.
[ ] Broadcast studio · live
[ ] Challenge
Widen access without lowering authority.
The pain was clear. The solution was not. The client knew it needed to widen access, but not how to do so without compromising the quality built over years.
NOTHING[ ] brought the format: a live, one-day online event, with an accessible entry ticket and professional production. A product that would democratize access to Papo de Criminalista's content and, at the same time, work as an entry point into the brand's full ecosystem.
The Lab came out of the agency's own research and internal brainstorming. The client brought the pain. The solution was ours.
[ ] Strategy
Access as strategy, not as discount.
The Lab was designed with two simultaneous functions. Deliver high-level content at an accessible price. And place the student inside the Papo de Criminalista ecosystem.
Once inside the platform, the student who came in through the Lab gets to know the community, the courses and the mentorships. The accessible format stops being an isolated product and becomes the first door into an entire ecosystem.
Each edition combined distribution on Instagram and YouTube with a communication flow led with consistency, from first contact to post-event, at every stage of the journey.
Over 3,250 students across four editions, with a format that became an entry point to higher-value products within the Papo de Criminalista ecosystem.
[ ] Technical operation · live broadcast
[ ] Audio infrastructure · Yamaha TF1 console
[ ] What NOTHING[ ] directed
Format concept.
Research, brainstorming and product architecture for the Lab from scratch. The client brought the pain. NOTHING[ ] brought the solution.
Planning and format design.
Defining the program, schedule and the student's journey inside and outside the event, from pre-sale to post-event.
Landing page and communication.
Sales page, email marketing flow and communication sequence led from warm-up to recording delivery.
Distribution and reach.
Instagram and YouTube campaigns led to widen the reach of each edition with consistency.
Technical infrastructure.
Selection of broadcast software, dedicated-link providers, cameras, set and live operation from start to finish.
Materials and post-production.
Layout of supporting materials and delivery of the recording on the brand's platform, with one-year access per edition.
[ ] Execution
From planning to the last camera switched off.
The agency is responsible for all communication and operation of Papo de Criminalista's online events: program, landing page, email flow, paid media, selection and contracting of broadcast vendors, dedicated internet link, streaming technical infrastructure, cameras, set and live operation from start to finish.
The student who buys the live ticket accesses a stable, secure broadcast with production quality. The student who buys the recording has access to the content on the Papo de Criminalista platform for one year, including the supporting materials laid out by the agency.
In live events, the greatest risks involve factors outside the agency's direct control, such as power outages, internet failure or technical instability. That is why each stage of the operation is set up with specialized vendors, chosen for technical capacity and reliability, with no cost compromises at the points where operational risk is highest.
To date, none of the four editions has had a critical broadcast failure.
[ ] Speaker · set built
[ ] Production crew · Lab
[ ] Backstage · technical operation
[ ] Impact
What the ones who bought say.
[ ] What this project demonstrates
The ability to turn technical content into a sellable product, from concept to positioning and price.
Acquisition architecture: landing page, communication flow, distribution and journey led under a single direction.
Live broadcast operation with controlled risk, four editions with no critical failure, and a recurring format that feeds the ecosystem.
Not a launch. A recurring product that began to feed the brand's ecosystem.
