Girl Culture Films has signed Brazil-born director and visual artist Juliana Curi to its roster for representation in the U.S. and Canada spanning commercials, branded content and music videos. From the start of her career, when she developed social-awareness campaigns around climate justice and HIV for MTV Brazil, Curi has engaged audiences in urgent cultural causes with cinematic and artistic flair. Her joining Girl Culture Films advances the company’s mission to bring underrepresented stories and perspectives to advertising and entertainment.
Curi has created category-defying spots for Visa, Avon, Sony, and Dove. For Facebook Creative Shop client Mastercard, she wrote and directed an emotionally resonant short film series of portraits of small-business owners in Latin America, including a fruit seller in Brazil, an indigenous weaver in Mexico, and a traditional cook in Colombia. Curi also received the U.N. Women’s Award for a P&G commercial named the best in Latin America that defies gender stereotypes.
Curi’s work, which highlights the universal by training a compassionate eye on everyday people from all walks of life, is notable for its rapturous color and narrative use of light, and she has been praised for the naturalistic, radiant performances she inspires. Prior to joining Girl Culture Films, Curi had been represented by Honor Society in the U.S. ad market.
Girl Culture Films’ co-founder Lauren Greenfield said of Curi, “She brings purpose, meaning, and a sophisticated, dynamic visual style. Adding another layer to the social commitment of Girl Culture, Juliana has been influenced by decolonial and social cinema school and is recognized for portraying bodies and cultures that defy the hegemonic narrative and create powerful underrepresented stories. She is a phenomenally exciting young artist and director, and we are so excited to be able to collaborate with her at Girl Culture.”
Seeking to personally effect change within the audio-visual industry and lift all voices, Curi is also the founder of Mombak Social Program, a free mentoring project designed to support young Black, indigenous, LGBTQIAP+, and female filmmakers, with special priority given to socioeconomically vulnerable communities in Brazil.
“I’m a Latin American woman living in the United States, and a white woman living in Brazil. I recognize the structural system that has historically privileged me while simultaneously producing inequalities,” Curi noted. “As a director and artist, I make choices that contribute to the creation of visuals and culture where anti-racist values and equal-rights practices are the norm. Through these stories, we can collectively imagine new ways to harmoniously coexist and mutually flourish.”
Girl Culture also announced that it has signed New York-based Champion as its East Coast sales team. Champion was formed earlier this year by J. Patrick McElroy, Joanna Margilaj, and Julie Margilaj. After years of working with some of the top directors in the industry, the three ventured out on their own.
The addition of Champion expands Girl Culture’s reach at a pivotal time in broadcast, digital, and theatrical content creation.
“Champion excels at facilitating opportunities for iconoclastic creators,” said Girl Culture co-founder Frank Evers. “As demand for genuine, truly representative content becomes ever more critical, we’re excited to work with Patrick, Joanna, and Julie to connect under-served audiences with our original content and brand collaborations.”
