Irene Núñez, Cora Rodriguez and Victoria Piantini, MD/Primo Executive Producers
Primo is a production company founded in 2008 by Nico Perez Veiga and Martin Kalina, leading directors and owners of the company. The production company has done remarkable work, earning a place among the most recognized production companies in Latin America and Spain. It has a global network that includes offices in Buenos Aires, Madrid, Barcelona, Santiago de Chile, Mexico City, São Paulo and now in Bogota and New York.
Beyond its work in advertising, Primo has diversified its activities into the business of content creation, music videos, service and also participating in the production of films and series for platforms.
In the film advertising sector, their pieces have been widely recognized in numerous festivals such as Cannes, D&AD, One Show, Cíclope, El SOL, c de c, El Ojo de Iberoamérica, El Círculo de Creatividad Argentina or Clio among others, awarding Primo the prize for “Best Production Company” on several occasions in this field. In addition, they offer their services to some of the most prestigious companies in the world, such as Apple, Google, Nike, Levi’s, Armani or Renault.
Today we talk with the MD/Executive Producers Irene Núñez, Victoria Piantini and Cora Rodriguez.
How has the company’s travel and evolution been since it was founded in 2008?
Primo was conceived as a production company in search of excellence in production without losing the closeness between the people who make it up. It is no coincidence that the name reflects a family relationship because that is the philosophy that permeates the network and has been the guide throughout this time. 15 years after its foundation, the family has grown and internationalized, opening offices in 2 continents, but the spirit remains intact.
How has your experience of working in Latin America and Spain contributed to Primo’s success?
In Latin America there has always been a lot of talent and great creativity, starting from a base like that makes half the way. This added to the vision of our directors and their development over the years has consolidated Primo as one of the most important Latin American networks in the world.
As a production company you have expanded your work to the creation of content. What motivated you to diversify your focus towards the production of films and series for streaming platforms? What do you highlight about your film advertising?
The advent of platforms and high-quality streaming has revolutionized the global fiction landscape, never before has so much content been produced and of such high quality. Entering into content production seems an inevitable step for a production company like Primo that is always looking for new territories to continue growing and producing content with the highest standards.
How do you feel about being recognized as “Best Production Company” in several festivals for your work?
Awards are always something to feel very grateful for, not only because they are a recognition of the industry we work in, but above all because we believe they are the result of the effort and love we put into each project.
We have seen that you have produced the Christmas spot for Ikea, can you tell us some details about the project?
It was a really rewarding and fun project to produce. We had to find the perfect Sally for which we did casting in London and Spain, make a production design that maximized the shooting time and all this in the middle of the vacations. The truth is that it has been a very entertaining summer 🙂
Would you like to highlight others in which you have participated recently?
Almost in parallel to IKEA, Telefonica’s project “Besos” came to our table and it was one of those that is love at first sight. Another great challenge for production and a responsibility to tell 100 years of history of Spain and Telefonica. We are really happy with the result.
How is the process of establishing collaborations with major advertisers and what is Primo’s philosophy in creating content for these brands?
Primo has been developing a relationship with major advertisers for years based on trust, high production standards and the versatility offered by an international network of 7 offices.
Finally, we would like to know, how do you see your future?
We believe that this is an extremely attractive time to live it from a company like Primo and it seems to us that this new management team opens a new stage in which very interesting things are going to happen. Our industry has undergone great changes in recent years and we believe that this is just the beginning: the arrival of platforms, new ways of consuming audiovisual content, brands that demand more and more content and greater flexibility… Primo, with its strength and the international network it offers, which continues to expand not only in terms of offices but also in terms of international talent, is in a great position to be part of this change and contribute positively to it.
Interview by Carla Lara
