Founded by Santiago Domingo and Sebastián Ravbar, the company launches from Argentina with an end-to-end proposition that integrates strategy, creative development, production and postproduction, targeting brands, agencies, networks, platforms and new entertainment formats.
Uidú has launched as a new creative and audiovisual production studio with an integrated proposition designed to bring all stages of a project under the same structure, from idea development and scripting through production, postproduction and final delivery.
Based in Argentina and with the ability to work on regional and international projects, the company was founded by Santiago Domingo and Sebastián Ravbar, two executives with extensive experience in creativity, marketing and audiovisual production at companies such as FOX, Disney, Telefilms, Canal 9 and Greenpeace.
Uidú’s proposition -the name is a phonetic Spanish rendering of “We do”- is built around the concept of an end-to-end creative & production studio, designed for a landscape in which the lines between advertising, content and entertainment are increasingly blurred.
“Today, clients need partners who understand the entire process, not fragmented suppliers. At Uidú, we work end to end: we think up the idea, produce it and take it through to its best possible version,” Domingo explained.
Ravbar, meanwhile, said the new studio aims to bring into an independent structure part of the experience gained during his years at large international companies.
“After so many years at companies like FOX and Disney, certain things become part of the way you work: the level of rigor, the care you put into a brand, the ability to manage complex projects and, above all, understanding that creativity and business are not separate worlds,” Ravbar told ttv.
The aim, he added, is to combine that corporate experience with a more agile model: “We want to combine that rigor and corporate experience with the agility, proximity and responsiveness that an independent structure allows.”
For Domingo, having spent years on the client side also shapes the way Uidú approaches its commercial relationships. “Behind every project there is a client who has to make decisions, defend an idea, manage a budget and be accountable for a result. Having been in that position for so many years has a major influence on the way we work today,” he said.
Although the company will have a strong connection to branded content, its founders stress that its scope will be broader.
“Our core is creativity and audiovisual production for brands, agencies, networks and platforms. We develop campaigns, spots and content, and we can get involved from the idea through production and final delivery,” Domingo explained.
He added that branded content is a natural part of that proposition, but that Uidú is particularly interested in the intersection between brands, content and entertainment.
“We have spent many years working in the entertainment industry, and we are especially interested in exploring that crossover between brands, content and entertainment, where we believe there are more and more opportunities,” he said.
The push into vertical content
Producing entertainment for third parties is also part of the company’s plans, although developing its own IP is not currently a priority. “We are also interested in producing entertainment for third parties, as we are starting to explore with vertical fiction. Developing our own IP is a separate discussion and it is not our focus today. At this stage, our priority is to consolidate Uidú as a partner for our clients,” Domingo said.
The studio’s proposition includes the development of vertical series, short-form content and productions specifically designed for new digital consumption habits, and the company is already moving forward with concrete projects.
“What we see is a market that is growing very quickly internationally and beginning to create new production opportunities. There are platforms and specialized companies that need to produce more and more content and find partners capable of responding to that demand,” Ravbar explained.
“At Uidú, we are already working on the development of vertical fiction projects for international companies, and we want to keep moving forward in that area as the market grows,” he added.
The move comes at a time of increasing activity around vertical formats. In its launch materials, Uidú also lists audiovisual solutions powered by generative artificial intelligence among its areas of work, with the aim of producing campaigns, commercials and content with greater speed, flexibility and efficiency.
