Produced in English & Spanish, I wrote, co-produced & directed this Emmy nominated PSA for the City of Los Angeles. Understanding how the video & visual effects would blend before shooting a single frame meant all the difference in the world in telling this story. I conceived of every aspect of the creative & worked with a storyboard artist and effects team to accurately pre-visualize the entire production.
Produced in English & Spanish, I wrote, edited, co-produced & directed this Emmy award-winning PSA for the City of Los Angeles. Shot in 35mm, using motion-controlled camera equipment, stunts, visual effects and finished on a Flame, this was a challenge from start to finish. The end result? The client could not have been happier and I discovered I wanted to write, direct and tell stories for the rest of my life. It was the most fun I've ever had on set.
Produced in English & Spanish, I wrote & directed this PSA for the City of Los Angeles. Almost entirely live action, 99% of this production was shot in a large green-screen studio. Although the visual effects company didn't deliver upon the vision for this project, in the end, the story comes through in a powerful way.
I wrote, edited, produced and directed this campaign with one of the most modest budgets I've ever worked with. Produced entirely in Spanish, this campaign turned among the most successful DR campaigns for Charter Communications. The client was thrilled with the result. And, to boot, I came in under budget & on schedule. Regardless of the budget, I am committed to delivering greatness in every single project.
I produced and directed this animated Spanish language commercial for Boost Mobile. And although this was a low budget project, I exceeded their expectations. So much so, they returned the following quarter and requested I produce and direct another commercial for them.
Produced in English & Spanish, I wrote, edited, co-produced & directed this Emmy award-winning PSA campaign for the City of Los Angeles. The challenge here was in telling a completely different perspective of the same scene. Shot in 35mm, using motion-controlled camera equipment, stunts, visual effects and finished on a Flame, the end result was far more powerful than the client had anticipated. From concept to execution, this spot delivered upon everything I was asked to do. If anything, I would say it looks too real. But... not like it's a bad thing.
I co-produced and directed this super fun spot for Verizon and Telemundo. Being inspired by the message in my work makes such a difference for me in my life. The context for this baby was driven by Hispanic Heritage month. The theme? Communicate how your Hispanic heritage influences your music. I actually got emotional at one point on the set because I was so moved by these artists. However, that was quickly extinguished by the logistical nightmare of having to figure out how to hoist a crane up a flight of stairs to the rooftop of a building. Good times!
Roughly 18 years ago, I directed the very first Spanish language Blue Cross commercial campaign ever produced. For me, the children in this spot give this commercial life. There was a point when I was directing the little girl as she was playing with the bubbles, then I stopped, & just watched her for a moment. I realized, there is no way to direct a child on how to play. Not really. They just need to do what comes natural to them. The DP turned to me at that moment & said, "this is absolute magic." I couldn't have agreed more.
I directed this spec for Cedars Sinai while working for the NBC O&O in Los Angeles. Because I knew every single person in this commercial was a non-actor and, many of them were just plain shy - as the director - I simply went with who they were naturally inclined to be & let that be the source of the authenticity you see on the screen. The use of the prime lenses coupled with the exposure level allowed for the creation of a space that let these "regular people" simply stand out & be who they are. This was the intention.
I directed this Blue Cross commercial intentionally using non-actors. I wanted to get people as they were; doing what it is they do on a daily basis and in their own working environments. The client absolutely loved the spot. There is a genuine quality about this commercial that is transmitted. In the end, as a storyteller, that's all I really want to achieve.
I wrote, produced & directed this low-budget commercial for ICDC college. Their goal was to increase incoming calls and interest from the Hispanic female target audience. This was a complete divergence from their traditional campaigns. And, it worked. So well in fact they came back & asked me to do the same with the male demo. It's difficult to take on a story like this and have it feel authentic in 30 seconds. Personally, I think this would played much, much better in 60 seconds. Still, in the end, I was happy with what we delivered.
I wrote & directed this Spanish language commercial for El Pollo Loco. This little girl "killed it" in the casting session but became incredibly shy on set. I had to stop the production, take her outside & play on the swings with her for a bit to gain her trust. I then told her we would pretend she was the boss & everyone would play along the entire time she was on the set. So, we did just that. She had a blast & we nailed a solid commercial.
I directed this Spanish language commercial for Universal Studios Hollywood. My idea was to put this "damsel" (played by Penelope Menchaca) in Michael Jackson "Thriller" type of scenario. You know? Having the real world and the fantasy world overlap. Even though it was a low budget production, I think we pulled it off very nicely.