The CWS cast
Nobody in this photo exists. Their problems do.
If you've spent any time on our site, you've probably met someone here: the reseller's buyer, the counter salesperson, the CFO, the bricklayer. We got everyone together at the office for the official photo. Scheduling was easy. None of them has a calendar.
Swipe sideways or tap the photo to enlarge.
Left to right. Standing, back: carpenter, CMO, investor, marketplace seller, field sales rep, legal and procurement, vehicle owner, counter salesperson, and head of operations. Standing, middle: customer service agent, sales director, workshop technician, building materials salesperson, CFO, reseller buyer, manufacturer executive, approver, and B2B salesperson. Seated, front: agribusiness field rep, stall retailer, bricklayer, CEO, CTO, farmer, and construction buyer.
AI-generated characters. So is the photo: nobody posed, and the office doesn’t exist.
View the photo at full sizeWhy we put together a cast
To show how the platform removes a pain, we have to show who feels it. Stock photos don't help: it's always the same executive pointing at a chart that says nothing. And real customers can't be extras in every video we make.
So we did what any production does. We held auditions.
How the cast came together
The first cast had five people, called in September 2026 for the site's first videos: a sales director, a salesperson, a car owner, a workshop technician and a reseller owner.
It soon became clear we were short-handed. Our map of B2B commerce pains lists 25 personas, from the CFO to the bricklayer, from the agribusiness field rep to legal, and each one got a face. The audition rules were short: Brazilian, aged 29 to 60, ordinary and believable faces, plain clothes with no brands, daylight, and nobody based on a real person.
Every character has four reference shots: face front, face three-quarter, half body and full body. That's how each one looks the same in every video, banner and image on the site, the way an actor keeps the same wardrobe from scene to scene.
Behind the scenes
- The technician became a woman before opening night.
- The bricklayer auditioned twice: his first face looked too much like three castmates.
- The counter salesperson and the agribusiness rep also got new faces, for the same reason.
- Nobody asked for a trailer, a raise or top billing.
- The office in the photo is a set, too. CWS Platform has worked remotely since 2024, with virtual offices in Barueri and Miami.
- None of them has a LinkedIn profile. If you see one with any of these faces, it isn't ours.
What the cast is, and what it isn't
- They are AI-generated characters. They are not CWS Platform customers or employees.
- They don't give testimonials. When one of them speaks on the site, CWS Platform wrote the line and it carries a "Persona" label. Customer testimonials have a name and a company, and live on Reviews.
- The screens they use are real. The platform interface in these scenes comes from our screen library and is never drawn by AI.
- The real people are on another page. The people who build the platform are on Founders and team.