Sheila Roza

Starting the day knowing that anything can happen. PHOTOS: ADVISORY SHEILA ROZA

Routine without routine, by SRCOM founder Sheila Roza.

An informal conversation where the most noticeable is the passion for what you do.

When asked about the fact of being a woman in an environment where most of the founders, directors, those who decide are men, does that get in the way?

Immediate answer: No way! Women have a match, know how to put themselves, explain and do a formidable job. At the company we currently have a team that is divided into creation and planning, which is made up of 95% men and in the case of production it is 95% women. A balance, and a job that is constantly helping and convincing. Streamline a campaign, find a way to make the best of those differences.

What about your career: has it changed a lot? Is the work that was done before very different from now?

In fact the reason is the same: to put a product or a brand. But, if before we could be content and show the brand logo at an event, now it is a must. Not only to show the product or brand, but also to quantify whether that event brought or may have repercussions on sales or contracts to justify the investment.

She remembers an incredible project she worked on at Globo, in a project called Aquarius. Classical music in open air places with a huge audience. The important thing was to show the GLOBO logo. Now that would only happen, if it were an advertisement that increased the number of subscribers or advertisers or something like that. But, that only adds to the challenge. After working for more than 20 years with a huge structure and an important name on the national scene with incredible projects, she decided to challenge herself and launch herself into a „solo“ career, in search of more personal achievements.

No way! Women have a match, know how to put themselves, explain and do a formidable job. At the company we currently have a team that is divided into creation and planning, which is made up of 95% men and in the case of production it is 95% women. A balance, and a job that is constantly helping and convincing. Streamline a campaign, find a way to make the best of those differences.

Now, in these more than 30 years, they are registered in fantastic projects such as the Globosat Connection, Coke Fan Fest Show,

Olympic Games and Paralympic Games.

And when we talk about the Olympic Games and its international dimension, the number of people who saw and vibrated with the experience, gives the measure of the talent that left so much emotion in everyone who participated or watched. In the Paralympic games, the only shadow that remained was to know that it ended up being the last job of her son who organized everything so well and fulfilled the promise of the career that he started so young. She remembers the time of her child participating in the backstage of those accomplishments. And even if he studied and graduated with a diploma that would give him the opportunity to do other things, it was useless, he wanted to work as it was written. The loss is huge, the pain too, but after so much effort by her son that was the pride and joy of what he provided, she could only return to continue the work he wanted to do.

And then, we see the mastery that continues with the new projects. I couldn‘t resist asking which project she most liked to have done. And then, after a few seconds, came a project that she did for Mesbla stores.

It was a project at Flamengo‘s embankment, including a mini Eiffel Tower, to celebrate the 200 years of the French revolution. With dance, Dalal Achcar Ballet, Symphony Orchestra conducted by conductor Isaac Karabtchevsky, Ravel‘s Bolero.

A few days before the event, she had an idea: to send a letter in every house between Flamengo and Urca asking for, at the time of the event, they turn on the lights to create a pearl necklace that would

be seen by whoever was at the concert venue. During the time of the event, she was busy. But suddenly,s he looked to the side and saw that practically all the residents turned on their lights. The effect was beautiful!

And do it without any internet, with a simple letter ... Even we are here wanting to read that letter, what a power, right? I asked what the new projects ahead were, and heard the comment, that those who work in this area do it with a lot of love and with the desire to create emotions not only for themselves but for others, as well. She has heard it is like getting adrenaline. There‘s no time for anything. It is not a job with a time to start or end. You live it and assume you like it. And there is still a lot to come.

For now, there will be New Year‘s Eve in Copacabana, they are already in the 13th year. It is always magical. Every new year is a new year, definitely. And when we ask how many people there will be, she replies without false modesty: 2,000,000 people in general. What to say after that? Sheila Roza still has a lot to thrill us and make us vibrate.