Growceanu: A Corporate Video Campaign About the Companies of Tomorrow
Parcfilm produced a new video campaign for Growceanu, the ASF-authorized platform that gives individual investors access to carefully selected private companies. Created by Ema Prisca, the campaign includes a manifesto film starring Șerban Pavlu, along with a series of films dedicated to the businesses available on the platform.
Ema was our direct partner throughout the production and the person behind the creative concept. The end client is Growceanu, a brand that aims to bring more local capital to Romanian entrepreneurs before their businesses reach the stock exchange or attract the attention of major international funds. More information about the platform and the opportunities featured is available on the Growceanu website and the Growceanu Instagram account.
For Parcfilm, the project was a natural fit between our experience in corporate video production and an idea that needed to be communicated clearly, credibly, and without complicated financial jargon.
From “We Work for Money” to “Our Money Works for Us”
The manifesto film starts with a simple observation:
“We learned to work for money. Maybe it’s time we learned to make our money work for us, too.”
From there, the message opens up to a bigger idea. It’s not just about returns or building a portfolio, but about the opportunity to invest in ideas we believe in, in companies built here, and in entrepreneurs who can grow from Romania to the rest of the world.
Growceanu defines itself as a “selection engine.” The team analyzes numerous companies and selects only a small number of them following a rigorous evaluation and due diligence process. This means that access to private companies comes with structure, information, and clear selection criteria.
The film doesn’t try to explain the mechanics of investing in less than 40 seconds. Instead, it does something more important for a brand campaign: it articulates why a platform like this exists.
“The future isn’t something we wait to happen to us. It’s something we can invest in.”
Șerban Pavlu and a Financial Message Without the Financial Tone
Choosing Șerban Pavlu brings a sense of familiarity, trust, and naturalness to the film. The message is delivered directly to camera, like a conversation rather than a financial presentation.
Șerban moves through the frame as the idea unfolds, gradually drawing the viewer into the story. There are no charts, jargon, or spectacular promises. Instead, we have a credible person, an easy-to-follow idea, and a final question delivered with a knowing tone: “You know what I mean?”
The manifesto was directed by Iustin Surpanelu and filmed among the office buildings at Sema Park in Bucharest. We chose golden hour for its warm light and the contrast between the contemporary architecture and the surrounding greenery.
From the Manifesto to a Real Business: Urban Spaces
The campaign also includes presentation films dedicated to local businesses selected by Growceanu. One of them is Urban Spaces BTR, the built-to-rent component of the Urban Spaces Aviației project.
The Urban Spaces film also starts with a contrast: “Some buildings are built to fill spaces. Others are built to become landmarks.”
The visuals take us from anonymous apartment blocks and the hectic pace of the city to contemporary architecture, green spaces, interiors, and project details. The message is that the difference lies not only in the architecture, but also in the standards of those who create it. Directed by Vlad Aniței, the film ends with an invitation that captures the project’s positioning: “Invest in exceptional standards.”
If the manifesto builds the broader meaning of the campaign, the Urban Spaces film provides a concrete example. The first speaks about the opportunity to take part in the future of the local economy. The second shows what one of the businesses receiving that capital can look like.
A Very Parcfilm Project
Growceanu is exactly the kind of project that suits us. Over more than 20 years of production, we have created numerous corporate videos and presentation films, from brand stories and interviews with management teams to testimonials, B2B campaigns, anniversary films, and internal communications content.
Experience has taught us that a “corporate film” doesn’t have to mean a sequence of offices, people shaking hands, and a voice-over saying that the company puts its clients first.
A good corporate film needs to find the idea that makes a company relevant and the visual language that makes that idea memorable. Sometimes that means an actor and a powerful message. Other times, it means architecture, details, light, and rhythm. And in a campaign like Growceanu, you need both.
Parcfilm has its own equipment, technical crew, production team, and in-house post-production. This structure allows us to adapt the team and workflow to each project while maintaining consistency across films produced in different styles and locations.
Credits
Client: Growceanu – Ema Prisca & Andrew Brind
Production Company: Parcfilm
Manifesto Film Actor: Șerban Pavlu
Manifesto Film Director: Iustin Surpanelu
Urban Spaces Film Director: Vlad Aniței
Production Manager: Ali Amir
Production Assistant: Bogdan Ionescu