Primo Content Signs Michelle Cassis

Primo Content has announced the signing of director Michelle Cassis.

Michelle, a director celebrated as a pioneering Latina voice in film and advertising, has earned over 30 international awards, including the prestigious Gold Lion at Cannes Lions 2023, and accolades at One Show, Clio, and LIA Awards. Michelle possesses an innate ability to captivate audiences in a very effective yet effortless way, blending classic imagery, and profound emotions in her storytelling as a film director. With a foundation in creative fields, she brings a strategic and conceptual approach to the script’s interpretation in every project.

Michelle's notable foray into advertising with projects like 'Cornetto’s Commitment Rings' and the acclaimed 'The Hidden Flag' during the World Cup in Russia solidified her focus on impactful campaigns, continued with "The Emancipation Loan,” which significantly boosted women's financial empowerment in Peru. Addressing the hyper-sexualization of women in the gaming industry, "Shed Skin" highlighted her dedication to societal issues.

This year, Michelle directed the heartwarming IKEA campaign, "Proudly Second Best,” considered one of the top campaigns of the year by Ad Age, securing her status as the first Latin-American woman director to win a Gold Lion in Film at Cannes Lions 2023. Her influence extends across renowned brands like Danone, IKEA, Pepsi, Burger King, and AB InBev, leaving an indelible mark in the industry. Michelle's body of work underscores her creative nature, showcasing a remarkable ability to tell stories that resonate with audiences across diverse markets.

Marcia Jaes MD at Primo says, “Michelle’s joining us is like a burst of fresh energy, bringing in a unique viewpoint stemming from her youth but grounded in a deep understanding of the industry since forever. She’s got this incredible mix of youthful enthusiasm and an old soul’s wisdom that makes her an amazing addition. Her passion for storytelling, dedication, and eye for detail are top-notch, making her an awesome fit for our team.”

Michelle Cassis says, “I’m thrilled to join Primo Content – a trailblazing production powerhouse that's all about breaking barriers, delivering stellar work, and rocking a bold vision with a Latino heartbeat. I’ve always been a big fan of Primo, their eye on the aesthetic greatness and their good instinct for great ideas. And I’m also very happy to join the fantastic team and family that are behind it. Ready to start this journey and create some great work together.”