A Vision in Ice and Sound
Swiss International Air Lines, known simply as SWISS, has unveiled a new international campaign that follows the rise of young athletes competing in the Ice Hockey World Championship. The film, shot on location in Zurich, captures the intensity of competition while exploring deeper ideas of ambition, belonging and cultural roots.
Co‑directed by Gutto and produced by Czar CH, the project was brought to life by director Diego Santana Claudino, who is marking a pivotal shift in his career at Primo Content. The narrative is underscored by a haunting cover of David Bowie’s “Heroes,” performed by Peter Gabriel, adding a layer of emotional resonance to the visual story.
Executive producer Fernando Fanucchi of Primo Content Brazil sees the campaign as more than a promotional effort; he believes it cements Claudino’s emergence as a solo creative force within the agency. The film’s focus on youthful determination aligns with SWISS’s broader message of connecting people across borders through shared aspirations.
Beyond the screen, the campaign reflects a growing synergy between sport, music and national identity, positioning Switzerland as a hub of creative talent that transcends traditional advertising. As the athletes chase glory on the ice, the story reminds viewers that every pursuit is rooted in a personal and collective journey toward greatness.