Primo
An independent studio making pictures that carry a brand rather than decorate it.
Six people,
one room,
since 2019.
Primo began as two photographers sharing a rented floor on Király utca and a stubborn dislike of stock imagery. We kept the floor. Today we are six — art directors, a producer, a retoucher, a film editor — and we still shoot most of what we design.
Working that way means the idea and the picture are never handed between strangers. A campaign is cast, lit, shot, cut and typeset by the same people who argued about it at the start. It is slower on paper and faster in practice, and the work comes out looking like it was made by somebody rather than assembled by a committee.
Art direction
Concept, casting, styling and the look of the whole thing — from the first mood sheet to the last grade.
Photography
Campaign, editorial, product and portrait. In the studio on Király utca, or wherever the shot actually lives.
Film
Short-form for screens people actually hold. Directed, shot and cut in house; sound and score by people we trust.
Identity
Marks, type, colour and the rules that hold them together — written so a team can keep using them without us.
Image systems
Libraries, grids and shot lists that let a brand keep making its own pictures for a year after we leave.
Read the room
A week of looking: your archive, your competitors, what your audience already believes. We come back with a point of view, not a moodboard.
One idea
We present a single direction and the reasoning behind it. Three safe options is a way of avoiding the decision, so we make it.
Make it
Pre-production, shoot, edit. You are in the room — or on the stream — for all of it, and nothing is a surprise at delivery.
Hand it over
Files, rules and a walkthrough with the team who will run it. We would rather you did not need us next quarter.
Founded
2019
Studio
Budapest
People
Six
Languages
HU · EN · DE
TelekomZwackLudwig MúzeumNanushka Wizz AirRézmálBudapest Design WeekAeron BockMüpa