RSA Films has added director Maureen Hufnagel to its roster for commercials in the U.S. She has directed high-profile commercial campaigns for HBO Max, McDonald’s, Coca-Cola, Clarin’s Económico, Tecate, energy company YPF and streaming service Flow, among many others. Her filmmaking style draws from experience as an award-winning agency creative director and experimental photographer who was once named champion of the Absolute Lomo photo gallery competition in London and had a solo exhibit at Buenos Aires’ renowned Malba Museum.
Hufnagel, an Argentine filmmaker who was previously repped in the U.S. market by production house Landia, infuses humor into her unique visual language. For instance, her “Launch” film for HBO Max depicts a sweeping and epic urban landscape where super fans (think Comic-Con) of popular shows converge together for the launch on the streaming channel. Her spot for Clarin’s economics journal Económico, “The Will,” puts a hilarious–and very original–spin on the reading of a will. It depicts a domino effect of perfectly choreographed accidents taking out all benefactors save one. And “Beach” for Tecate uses the laid back vibe of a day at the beach to set up an equally laid back brush off of a call from the boss.
Hufnagel explained, “When I approach comedy, I start by defining the precise tone of humor the story needs. Comedy is about balance: using exactly the right ingredients, no more and no less. I’m not interested in exaggerated performances or forced jokes. Comedy emerges naturally when actors, rhythm and context create the right environment. Awkward silences, irony and subtle details are often far more powerful than overt punchlines, allowing humor to arise from the situation rather than being pushed.”
“Maureen creates visually arresting commercials with the rare combination of technical sophistication and expertise, and grounded emotional landscapes with her characters,” said Luke Ricci, president of RSA Films US. “She brings a contemporary relevance and a global sensibility, and fits seamlessly into the RSA Films roster.”
“I’ve always admired RSA’s work,” Hufnagel said, “so I was genuinely excited for a conversation with Luke. RSA feels like the perfect place to thrive creatively. Their scale, approach and reputation offer the support needed to explore bold ideas, push creative boundaries and continue to develop work that is original, visually strong and meaningful.”
Hufnagel, who is based in Buenos Aires, enjoys filming around the world and creating work that resonates globally; she’s received honors from Cannes Lions, Clios, Ciclope and Diente Awards. She’s worked extensively in the U.S. market with agencies such as The Martin Agency, FCB Chicago, Gallegos and Saatchi & Saatchi New York, among others. And beyond LATAM, over the past year she’s filmed in Milan, Bucharest and Prague.
In addition to commercials, Hufnagel directs short films. She had an opportunity to be one of 50 directors worldwide chosen to concept, shoot and edit a short over just 10 days under the guidance of established filmmakers. The resulting shorts include Bipolar, developed under Thai directing sensation Apichatpong Weerasethakul in the Amazon and selected into the Cinéma du Demain at Cannes (2023), and Foreign People, mentored by acclaimed Portuguese filmmaker Pedro Costa, and part of the 2025 Cannes Short Film Corner selection.
While there is no shortage of inspiration, Hufnagel points to film festivals as fertile ground. Storytelling, photography and framing are also things she’s constantly exploring. The former agency head of art and art director, admitted, “It’s the perfect framing that truly gets me.”
