Alice Panerai joins Rattling Stuff.

2 July 2025

Brazilian-born director Alice Panerai, who made waves in 2023 with her 'Factory Hero' spot for EU Automation, has joined what she calls the "good humans" at Rattling Stuff for UK representation.

Brazilian-born director Alice Panerai has signed to Rattling Stuff for UK representation. After graduating from Goldsmiths, University of London, Panerai spent seven years at Aardman Animations, plus a decade and change at Aspect Film & Video. Keen to challenge herself, she left to become a freelance director, and it's worked out pretty darn well so far.

One of her standout commercials so far is 'Factory Hero' for EU Automation. That may sound like the villain in a sci-fi movie written and directed by Nigel Farage, but it actually provides spare machine parts to manufacturers. Panerai’s film revolves around a factory worker who orders from the brand and becomes a workplace legend as a result.

Such work leads Rattling Stuff chief Cabell Hopkins to say: "I've had my eye on Alice for a while, ever since her brilliant piece of work for EU Automation. I really loved the casting and storytelling in that spot. Since then, she has been building a really eye-catching body of work packed with character, tone, and rich visuals. We are thrilled to be representing her at this exciting stage in her directing career."

And what does the woman of the hour have to say about all this? "It's super exciting to join the roster at Rattling Stuff. They are good humans, and the plan is to make brilliant, funny, and beautiful work together. I want to work with people who are creatively engaged, and I know that's what I'll get from the team."

You can see more of Alice Panerai's work here. Then you should drop Cabell Hopkins a line via cabell@rattlingstuff.co.uk or call 020 7851 2000.