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Xavier Tera joins Primo
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Throughout his career, he has ventured far and wide, having lived in bustling metropolises like London and New York before finally settling in the city of Tokyo.
Xavier Tera, a visionary film director and photographer, hails from the vibrant city of Montreal, Canada.
Throughout his career, he has ventured far and wide, having lived in bustling metropolises like London and New York before finally settling in the city of Tokyo.
Xavier Tera's body of work stands as a testament to his ability to seamlessly intertwine reality and fiction, imbuing his art with a distinct narrative essence. Whether in his personal or commercial projects, he artfully blends elements of the real world with imaginative storytelling, captivating audiences with his evocative creations. The talent and vision of Tera have led to remarkable collaborations with esteemed artists such as Harry Styles, Kaytranada, and Rosalia. Moreover, Tera's unique approach has attracted the attention of renowned brands, including Nike, Adidas, Burberry, and Moncler and esteemed publications such as Vogue, GQ, and Document Journal.
Jaime Vidal, Primo Managing director said: “It’s great to know that Xavier is already part of the Primo team. His experience as a director and photographer brings a high level of quality and international vision to the projects. Because he has worked with well-known brands and in different markets it is clear he has an ability to adapt to diverse audiences and contexts. The fact that he has lived in Latin America for several years is invaluable as it gives him an understanding and familiarity with the region."
"This will certainly allow him to have a deeper and more authentic perspective when working on projects related to this territory. Xavier’s enthusiasm and excitement in combination of his talent and international experience is sure to bring a unique and valuable approach to Primo’s projects.”
Xavier Tera adds "I am very excited to join the family at Primo, I've always looked up to their work and am only looking forward to collaborating with them in Mexico and South America!"
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