RSA Films has signed acclaimed Argentine director Maureen Hufnagel for U.S. commercial representation.
A sophisticated storyteller with a sharp cinematic eye, Hufnagel has helmed major campaigns for HBO Max, McDonald’s, Coca-Cola, Clarín Económico, Tecate, YPF, and streaming platform Flow, among others. A previous career as an award-winning agency creative director and experimental photographer shapes her visual style. She was named champion of London’s Absolute Lomo Competition and has exhibited her work at the Malba Museum in Buenos Aires.
Humor is central to Hufnagel’s distinctive voice. In “Launch” for HBO Max, she stages an epic urban convergence of diehard superfans to celebrate a platform debut. Her Clarín Económico spot “The Will” reimagines a traditional inheritance reading as a meticulously choreographed chain reaction of accidents that eliminates every heir but one. And in Tecate’s “Beach,” a relaxed seaside setting becomes the backdrop for an equally relaxed dismissal of a boss’s call.
“When I approach comedy, I begin by defining the precise tone the story needs,” Hufnagel said. “Comedy is about balance. It’s about using exactly the right ingredients. I’m not interested in exaggerated performances or forced jokes. Humor should emerge naturally from the rhythm, the actors and the situation. Awkward silences, irony and subtle details are often far more powerful than overt punchlines.”
“Maureen delivers visually striking work with a rare mix of technical sophistication and emotional authenticity,” said Luke Ricci, President of RSA Films US. “She brings global perspective and contemporary relevance, and she fits seamlessly within the RSA roster.”
Hufnagel added, “I’ve long admired RSA’s body of work, so I was genuinely excited to connect with Luke. RSA feels like the right environment to grow creatively. Their scale and reputation provide the support to push bold ideas and continue making work that is original, visually strong and meaningful.”
Based in Buenos Aires, Hufnagel works internationally and has earned honors from Cannes Lions, the Clios, Ciclope and the Diente Awards. In the U.S., she has collaborated with agencies including The Martin Agency, FCB Chicago, Gallegos and Saatchi & Saatchi New York. Over the past year alone, she has shot projects in Milan, Bucharest and Prague.
Beyond commercials, Hufnagel directs short films. She was selected as one of 50 filmmakers worldwide to conceive, shoot and edit a short in just 10 days under the mentorship of established directors. Her film Bipolar, developed in the Amazon under Apichatpong Weerasethakul, screened in the Cinéma du Demain section at Cannes in 2023. Foreign People, mentored by Portuguese filmmaker Pedro Costa, was selected for the 2025 Cannes Short Film Corner.
While inspiration is everywhere, Hufnagel cites film festivals as a source of creative fuel. A former Head of Art and Art Director, she remains deeply focused on composition and visual precision.
“It’s the perfect framing that truly gets me,” she said. Reel 360 News wishes Maureen the best of luck at RSA.
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