From video production to business systems.
Generaite is led by Michael Brillantes, who spent two decades in production and digital marketing before founding the company. The pattern that became clear over time: most businesses do not have a marketing problem. They have a systems problem.
Production foundation
Started in commercial video production. Worked across national brand projects in editorial, direction, and producing, learning how complex coordination across people, deadlines, and approval cycles determines whether the work ships at the level the brand requires. Production taught me that the most expensive bottleneck is rarely the one people think it is.
Digital transformation at the inflection point
Spent over a decade as Digital Director on the agency engagement for The Original Farmers Market Los Angeles, building content systems, social media programs, digital ads, and local TV across more than 100 independent vendors operating at the same address. The work began when Facebook ads were brand new, Google Ads were still rounding into shape, and most local businesses did not believe digital marketing applied to them. It was technology-forward thinking applied to a complex coordination problem.
The same period included a brand launch project for Nintendo of America's Splatoon, multiple campaign engagements with the Golin Agency including their YouTube Space influencer program, and broader agency work across social, SEO, paid, and content. The pattern across all of it: smart businesses stalled when their operations could not hold the leads their marketing generated.
Founded Generaite
Generaite is the same instinct, applied to the next technology shift. AI search is changing how buyers find services. Modern infrastructure is changing what good operations look like. Most businesses are not ready. The opportunity is the same as it was at the Farmers Market in 2012: get there early, build the systems, help the operators ahead of the curve. That is the work I do now.