May 2026 – Diego Santana Claudino, director from the Primo Content roster, has released his latest international project for SWISS, Switzerland’s national airline. Produced by Czar CH and co-directed by Gutto, the film follows young athletes and players from the Swiss national team during the Ice Hockey World Championship, combining sport, identity, and belonging in a narrative driven by the song “Heroes” by David Bowie, in a version performed by Peter Gabriel.
Filmed in Zurich, the campaign dives into one of Switzerland’s greatest national passions: ice hockey. The film portrays the journey of young talents and players from the Swiss national team pursuing the dream of reaching the NHL, the premier league for the sport in North America, while also exploring universal themes such as ambition, belonging, and connection to one’s roots.
In the project, Diego sought to translate emotions and experiences into the narrative in a way that could resonate across different cultures. “It was a pleasure to immerse myself in the world of ice hockey. It’s such a different sport for us Brazilians, yet narratively very rich. We tried to find the universal truth in these players’ journeys, which is the tension between ambition and belonging, between going far and returning home. It’s a theme that resonates deeply with me, especially after living outside Brazil for several years,” comments the director.
Having built his career alongside Gutto as part of the directing duo Salsa, Diego Santana Claudino is now entering a new professional phase and pursuing a solo career in film direction within Primo Content. Fernando Fanucchi, executive producer at Primo Content Brazil, believes the project reinforces this new chapter in the director’s career. “The level of craft and narrative control that Diego brings to his films, dating back to the Salsa days, is also part of Primo Content’s DNA. We are very excited to build this new chapter of his journey together,” he says.
