How clarity kept Edrans' team on the same page.
As Edrans opened new offices in US and Barcelona, founders needed the company's mission and standards to travel intact across every new team. Hermann® became the system that carried that message forward, video after video.
Show video transcript — Edrans founders on the Hermann® partnership
Translated from the original Spanish-language interview.
It was 2011, and we were starting a project with a high degree of innovation and impact on organizations. We had the idea of exploring the world of storytelling, because we wanted to communicate what we did, how we did it, and who we did it with.
Our focus was on building a technical company, and Hermann® was able to translate what we had in our minds and turn it into a powerful message. After seeing the final result, we understood this was an infinitely more powerful way to communicate — and from that moment we began a partnership of roughly 11 to 12 years with Hermann®.
They're able to meet you exactly where you are, which is often an uncomfortable place. They ask a lot of questions you don't have answers to. Hermann® became another muscle of our organization — one that extracted that story and helped us keep building this platform to spread it.
We stopped seeing the initiative as a cost once we started seeing the results. Talent typically researches the company beforehand — what it does, what technologies it uses, what projects it's carried out — and that became a magnet for talent. People arrived already with an image, already with an understanding and enthusiasm, but above all it made the cultural fit so much easier.
It helped enormously to give shape to a culture, and combined with a leadership team that supported that process, what we really achieved was forging an Edrans culture that is still alive today.
I'd recommend anyone have an experience with audiovisual storytelling. It drastically shortens the time it takes for people to understand who we are, what we do, and what value we bring to the table. For us, it was a genuine before-and-after. Even for my next projects, I'm completely clear on this now — it's not a nice-to-have, it's a necessity.
It's not a luxury item. It's a necessity. We stopped seeing it as a cost when we started seeing the results.
Martín Bianco
Co-founder, Edrans
About Edrans
Edrans was an Argentine technology consultancy founded by Javier D'Ovidio and Martín Bianco. As an AWS Partner, the company held top-tier competencies for years, staying inside the small pool of AWS partners recognized globally as the most capable. From its original base in Argentina, Edrans opened operations in London, Portland, Barcelona and Uruguay, and served clients across five continents. By the time of its acquisition by Netrix Global, the company had grown to 120 employees.
How it started: two founders on camera
The relationship goes back to 2011, when Perra Films — the production company that later became Hermann® — produced the first founder videos for Edrans: one with co-founder Javier D'Ovidio, the other with co-founder Martín Bianco. At the time, this kind of founder-led storytelling was unusual for a company still early in its growth, and it generated real impact across Edrans' business network.
It was an early, and accurate, instinct: the founders saw storytelling as a competitive advantage before most companies their size were thinking about it at all. That instinct is what set the collaboration in motion.
From videos to a system
The collaboration deepened when Perra Films opened operations in Barcelona, the same period Edrans was expanding into Europe. Working closely with Alejandro Butula García and Florencia Ituarte — first at Perra Films, later at Hermann® — Edrans' founders gave the team room to build something bigger than one-off videos: a company narrative that compounded over time. Unlike sporadic projects for other clients, the work with Edrans started accumulating, and the company's perception grew steadily as each new piece built brand, attracted talent, aligned suppliers and moved the business forward.
Seeing that effect first-hand — not in theory, but in results — is what convinced Florencia and Alejandro that working as an ongoing partner was far more effective than producing occasional videos that landed once and disappeared. All of the audiovisual know-how built with Edrans became the foundation of the system Hermann® offers today.
Several of Edrans' competitors reached out over the years wanting the same result. Most weren't able to commit to the process long enough to let the messages compound one on top of the other. What Hermann now delivers as message compounding by default grew directly out of that gap: leaders with the maturity to invest in an ongoing system, versus everyone else treating it as a one-time communications project rather than a leadership tool.
An annual tradition: the Brand Film
Edrans built a tradition of producing one Brand Film every year — a recurring piece that gave the company a distinct character and set it apart from every competitor in its category.
More from the Edrans archive
Beyond the annual Brand Film, the archive built with Edrans includes pieces that show different sides of the same compounding narrative.
A piece featuring Edrans' own people, showing the culture from the inside — including how the company treats mistakes.
A case study built with Edrans' client Zava, showing what Edrans helped them achieve and how.
A commercial produced for Edrans' technology migrations service, part of a series aimed at Edrans' own commercial pipeline.
Edrans grew from an Argentine consultancy into a global AWS partner with offices on three continents — and the same video system carried its mission and standards through every stage of that growth, right up to its acquisition by Netrix Global. Book a briefing to see how the same system would apply to your organization.