{"id":43,"date":"2020-02-14T17:13:24","date_gmt":"2020-02-14T20:13:24","guid":{"rendered":"http:\/\/blog.boutique-pool.com\/bisthenewa\/?p=43"},"modified":"2023-02-13T13:05:18","modified_gmt":"2023-02-13T16:05:18","slug":"featured-story-3-ze-luiz-martins","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-3-ze-luiz-martins","title":{"rendered":"Featured Story #3 | Z\u00e9 Luiz Martins"},"content":{"rendered":"\n

Empreendedor, roteirista de TV, produtor audiovisual, palestrante, professor e humorista s\u00e3o algumas das caixinhas que a gente poderia usar para tentar definir Jos\u00e9 Luiz Martins. Mas se o Z\u00e9 \u2014 como muitos o conhecem no mercado publicit\u00e1rio \u2014 n\u00e3o se deixou definir por sua defici\u00eancia f\u00edsica, n\u00e3o seriam meia d\u00fazia de r\u00f3tulos que iriam fazer o trabalho.<\/p>\n\n\n\n\n\n\n\n

O que podemos SIM dizer \u00e9 que o Z\u00e9 \u00e9 um criativo brilhante e inquieto que tem muita facilidade com ideias e palavras. Hoje, \u00e9 dono de duas empresas: a produtora P\u00e9 da Letra \u2014 onde desenvolve conte\u00fado audiovisual para marcas e emissoras (com dois programas infantis na TV aberta) e o Emp\u00f3rio da Palestra, de palestras e treinamentos corporativos.<\/p>\n\n\n\n

Na Featured Story deste m\u00eas, batemos um papo com essa fera (“oh loco, meu” \u2014 com a voz do Faust\u00e3o) que tamb\u00e9m \u00e9 um parceiro BPool:<\/p>\n\n\n\n

\"\"\/<\/figure><\/div>\n\n\n\n

Com voc\u00eas ent\u00e3o, Z\u00c9 LUIZ MARTINS.<\/h1>\n\n\n\n

P: Z\u00e9, come\u00e7amos o texto acima dizendo que voc\u00ea tem v\u00e1rias facetas, e humorista \u00e9 uma delas. Ent\u00e3o, pra quem ainda n\u00e3o te conhece, por favor, se apresente em uma piada:<\/strong><\/p>\n\n\n\n

R: O brasileiro tem uma m\u00e9dia de 1,8 filho por casal. Muito prazer, eu sou o v\u00edrgula oito.<\/p>\n\n\n\n

P: Al\u00e9m de programas de TV, piadas e conte\u00fado para marcas, voc\u00ea tamb\u00e9m est\u00e1 escrevendo um livro, confere? Qual \u00e9 a ideia por traz dele?<\/strong><\/p>\n\n\n\n

R: Sim, ao longo da vida fui anotando todas as hist\u00f3rias engra\u00e7adas que vivi por causa de minha defici\u00eancia f\u00edsica. Quando me dei conta, tinha hist\u00f3ria pra caramba. Resolvi reunir todas num livro (que ser\u00e1 lan\u00e7ado em breve) e num mon\u00f3logo, que j\u00e1 apresentei em forma de stand up em teatros e de palestra em empresas.<\/p>\n\n\n\n

P: Em sua <\/strong>entrevista ao J\u00f4 Soares<\/strong><\/a>, ele te apresenta dizendo que voc\u00ea \u201cri dos outros e ri de si mesmo\u201d. Essa capacidade de encontrar humor em tudo ao seu redor ajudou a moldar o profissional Z\u00e9 Luiz Martins? Como?<\/strong><\/p>\n\n\n\n

R: Sem d\u00favida. O humor \u00e9 muito mais que entretenimento, \u00e9 um mindset muito poderoso. Isso porque, com humor, n\u00f3s podemos desmistificar os problemas. Todas as coisas que pareciam sem solu\u00e7\u00e3o passam a ser vistas de uma maneira mais leve, inteligente e criativa. Cabe a voc\u00ea rir de suas dificuldades e tentar super\u00e1-las ou se vitimizar, se proclamar um injusti\u00e7ado e se transformar em um eterno reivindicador.<\/p>\n\n\n\n

P: Voc\u00ea fez carreira como redator, mas tamb\u00e9m j\u00e1 faz stand up comedy h\u00e1 muitos anos e escreve para televis\u00e3o, teatro e palestras. Como \u00e9 o seu processo de elabora\u00e7\u00e3o dos textos? Tem alguma semelhan\u00e7a com o processo criativo para campanhas publicit\u00e1rias?<\/strong><\/p>\n\n\n\n

R: Acho que s\u00e3o modalidades diferentes da mesma atividade. \u00c9 como futebol, futsal e futebol de areia. \u00c9 tudo futebol, mas cada cen\u00e1rio pede habilidades espec\u00edficas. A piada e a publicidade t\u00eam uma estrutura bem semelhante: sua ideia deve se resolver em si mesma, de maneira instant\u00e2nea e extremamente impactante. \u00c9 a l\u00f3gica do setup vs punch, sabe?<\/p>\n\n\n\n

J\u00e1 formatos de entretenimento envolvem um arco narrativo, camadas de personagens e outros fatores que precisam de um tempo maior de resolu\u00e7\u00e3o e um f\u00f4lego maior do roteirista. A\u00ed \u00e9 mais parecido com criar um conceito para uma marca que dure anos e tenha diversas pe\u00e7as.<\/p>\n\n\n\n

P: Voc\u00ea coleciona campanhas memor\u00e1veis no seu portfolio e trabalhou com dois dos maiores nomes da publicidade brasileira: Marcello Serpa e Nizan Guanaes. \u00c9 uma carreira e tanto! O que te fez abrir m\u00e3o dela para empreender e abrir seu(s) pr\u00f3prio(s) neg\u00f3cio(s)?<\/strong><\/p>\n\n\n\n

R: Se voc\u00ea tem alguma predisposi\u00e7\u00e3o para empreender, conviver com grandes empreendedores vai alimentar esse desejo. Ent\u00e3o boa parte de meu esp\u00edrito empreendedor \u00e9 inspirado no Marcello e no Nizan. Al\u00e9m disso, costumo dizer que h\u00e1 dois tipos de criativos: o puro-sangue, que vai no detalhe do detalhe, para ter a pe\u00e7a perfeita. E o criativo estrat\u00e9gico, que gosta de colocar as engrenagens para rodar e ver a m\u00e1quina funcionando. \u00c9 como jogar Fifa e Simcity: s\u00e3o duas atividades totalmente diferentes, mas igualmente importantes.<\/p>\n\n\n\n

P: Considerando o seu momento profissional e o momento que vive a ind\u00fastria da comunica\u00e7\u00e3o, como voc\u00ea enxerga a chegada da BPool?<\/strong><\/p>\n\n\n\n

R: \u00c9 uma plataforma incr\u00edvel, que tem tudo para fortalecer o mercado de comunica\u00e7\u00e3o de marcas. Com cada vez mais players empreendendo de um lado e anunciantes sedentos por novidades do outro, \u00e9 fundamental existir uma empresa s\u00e9ria e inovadora fazendo a ponte entre eles.<\/p>\n\n\n\n

P: Agora, cara, a gente n\u00e3o poderia terminar este papo sem uma piada, n\u00e9? Conta uma pra gente?<\/strong><\/p>\n\n\n\n

R: Um deficiente f\u00edsico, um humorista e um roteirista de TV entram num bar\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"

Empreendedor, roteirista de TV, produtor audiovisual, palestrante, professor e humorista s\u00e3o algumas das caixinhas que a gente poderia usar para tentar definir Jos\u00e9 Luiz Martins. Mas se o Z\u00e9 \u2014 como muitos o conhecem no mercado publicit\u00e1rio \u2014 n\u00e3o se deixou definir por sua defici\u00eancia f\u00edsica, n\u00e3o seriam meia d\u00fazia de r\u00f3tulos que iriam fazer […]<\/p>\n","protected":false},"author":1,"featured_media":44,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[3],"tags":[6,5,7,11,14,13],"class_list":["post-43","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-stories","tag-boutique-pool","tag-bpool","tag-bpoolpartners","tag-featured-story","tag-pe-da-letra","tag-ze-luiz-martins"],"yoast_head":"\nFeatured Story #3 | Z\u00e9 Luiz Martins - BIsTheNewA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-3-ze-luiz-martins\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Featured Story #3 | Z\u00e9 Luiz Martins - BIsTheNewA\" \/>\n<meta property=\"og:description\" content=\"Empreendedor, roteirista de TV, produtor audiovisual, palestrante, professor e humorista s\u00e3o algumas das caixinhas que a gente poderia usar para tentar definir Jos\u00e9 Luiz Martins. 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