I started directing commercials when I was very young, back in 1983. In my long career I’ve founded two production companies (Hangar18 & Propaganda) and worked exclusively with many others in Spain (Group Films, Ovideo, Quad) and internationally. My extensive archive consists of hundreds of commercials, music videos, documentaries that I’ve directed and I’ve also prepared two feature films, Capitan Trueno (2006) and Independencia (2008), the trailer of the former being available to view on my website.
Ever since1998 I’ve concentrated my strengths primarily on the international market, above all working a lot in France closely with Quad Production, but also in markets such as Russia, USA, China, Dubai, Lebanon, Turkey, Italy, Germany, Mexico, Morocco, South Africa, Czech Republic, Ukraine, Romania, Japan, the list goes on. I’ve shot with many production companies in these markets, Park Production Moscow, Dago Moscow, Playroom NY, Great Guns LA, The Shanghai Job, New Life and Gwantsi, Videorama Casablanca, MovieMagic Italy, Filmworks Dubai, The Asylum South Africa, to name but a few..
This experience has allowed me to enjoy a wonderful cross over of cultures from which I have enriched myself both as a profesional as well as a human being.
As my range work demonstrates, I am interested in all genres and I believe that a good professional needs to have the ability to be enthusiastic about everything and always look for new ideas to undertake, being in with the latest trends and always diversifying, not only in the world of advertising, but also in the world of technology, architecture, art (video and installation) and above all of course, the world of cinema.
I am very thorough in the preparation and presentation of my directors treatments as I believe it essential that films are discussed in meetings where the client and agency have a crystal clear detailed vision of their film in order that the shoots then become more of an event to enjoy and always look for improvements on what has been agreed.
I believe the the shoot is the most creative and intense moment of a production and a moment when we are allowed to investigate and improve on certain elements starting from an agreed common and very solid base.
What most interests me now about my work is the possibility to create real emotions, human stories with real characters and be able to achieve narrative simplicity for any idea. I believe that my latest works reflect this.