Diego Santana Claudino is a Brazilian commercial director based in Brussels, long known as half of the duo Salsa with Guto Azevedo and increasingly billed solo through Primo Content while still co-directing. The pair’s first-prize Young Director Awards win at Cannes for the self-financed PSA “Heaven” (No Sex Trafficking) launched the career. Work they flag as definitive includes Pfizer’s “Beautiful Dreamer,” Kempen Region’s “Memoires,” and Toyota/Special Olympics’ “The Life of Ella.” IKEA’s “Love Story” opened naturalistic slice-of-life scripts after earlier reels were labeled too dark. Credits also include Coca-Cola, Mahou, Decathlon, VLAM’s “Cart & Heart,” and a 2023 Morgan Stanley global brand film for Lippincott with Janelle Monáe narration. Recent Belgium jobs via Czar cover Sporza’s Red Devils game-night film and BRU’s “Sparkle Your Table”/“La Touche Perlée.” In May 2026 he directed SWISS’s Ice Hockey World Championship film (Czar CH/Thjnk), following young Swiss players and national-team athletes to a Peter Gabriel “Heroes” score. Craft notes stress immersive prep, music as structure, casting, and unfiltered emotion; awards listed include Clio, One Show, LIA, Eurobest, Epica, NY Festivals, El Ojo, and MTV EMAs.