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Luisa Kracht was born in Buenos Aires in April 1985. Though she wanted to be an architect when she was growing up, she ended up studying Image and Sound Design at the University of Buenos Aires. In 2008 she met the young, talented duo of Nico & Martin, for whom she went to work as a creative assistant six months before they opened Primo. She then became their apprentice and reliable right hand for the next five years.In 2010 she began directing her first viral projects for such Argentine agencies as Ponce Buenos Aires and Del Campo Saatchi & Saatchi with excellent results, even landing a Silver Lion at Cannes for Outdoor in 2010 for the amazing high-tech gadgetry of Andes Friend Recovery.Her first television commercial, El Dia que la Bombonera Hablo, which she directed for BBDO client Nike Boca, took a Bronze Lion at the 2012 Cannes International Festival of Creativity, Bronze at the Ojo de Iberoamerica and made the shortlist of the London International Awards. The spot positioned her as one of the most promising new talents in Buenos Aires and won her a place on Primo’s roster of directors.Production company: Davant-Garde, USAContact: {María Pugliese;maria@savant-garde.com}T +1-310-393-0886{Watch video;www.produ.tv/popup.html?noti=7714}Kracht says she always uses her creativity to communicate something specific – an emotion, a feeling, an idea, something that makes people laugh, get excited, feel loving or full of wonder. “Every project is different and has a different potential, but I believe it’s important that it always communicates something, that it targets particular viewers and tries to connect with them, that it doesn’t rest on the laurels of a spectacular image or the brilliance of the original idea, but that the piece is enriched with all possible production elements in order to reach out to viewers and awaken something new in them,” the director said.She has recently worked with agencies the likes of BBDO, Del Campo Saatchi & Saatchi, Ponce Buenos Aires, Young & Rubicam, Leo Burnett and BBH Asia Pacific, filming commercials for clients like Nike, Axe, PepsiCo, Gatorade, BGH and Cerveceria and Malteria Quilmes.