Santi Dulce is a commercial director and screenwriter working with Primo Content across South America and Europe since 2015. He spent more than 15 years as an art director at agencies in Argentina, the United States, and Brazil, collecting awards at Cannes, Clio, The One Show, and San Sebastián before directing. In 2019 he was named third Best Director at El Ojo de Iberoamérica. His entertainment-led awareness film “Salla 2032” (2021), for a Finnish Arctic town’s bid for the 2032 Summer Games, won the Cannes Lions Entertainment Grand Prix; Brahma “Pay Per Beer” earned a Cannes Media Silver Lion, and Xtra Flamin’ Hot “Poker Face” won a Clio. Dated director credits include Halls “Just Breathe Through It” (2024), an office textiquette comedy co-directed with Julieta Cabrera through Primo for DAVID/Madrid; Corona “Unfilter Mexico” (2023) for GUT via Primo Content MX, challenging the cinematic yellow-filter stereotype of Mexico; Xtra Flamin’ Hot “La Chingada”/“Poker Face” (2023); Gatorade “Rafinha and the hydrators” (Isla Republica); Natura Essencial “Encounters” (2022); Burger King; and Paramount+ “The Ascent.” He judged the shots Awards Americas in 2023 and is screenwriter and co-director on “Ringo” (Disney/Primo/Pampa Films). Work centers on comedy performance, high-concept CPG, sports beverage, and cause-driven brand storytelling.