I started studying photography and graphic design at the CEV in Madrid, but after a year I saw that I was more attracted to cinema, so I studied film direction at the CEV, at the NYFA in New York, and film editing again in Madrid, at the NIC.
I started working as an editor on all kinds of videos, including commercials . I considered that these commercials contained a narrative power and an original and courageous way to communicate ideas and that drew my attention powerfully.
I started as a filmmaker making some fashion films for ELLE magazine, and soon I directed my first commercial, for Adidas.
From there on, I have directed commercials for brands such as Heineken, Louis Vuitton , Red Bull, Havaianas , Starlite , KD Toys, Intex , BBK or El Corte Inglés .
One could say I have a flexible and heterodox style, I like the idea of being born and die with every project, I’m a big fan of Sidney Lumet and his idea of the “invisible style”, though I would not called it invisible but rather chameleonic and adaptative; I reckong there must have be a style of one’s own, but one built on purpose for each and every project, free from vices and prejudices.
I like to think that working with me is easy and pleasant, although it may not seem like a very rising value in these times, but I consider it essential, more and more every day, and I am convinced that a good work environment provides the best results.
When there is desire and enthusiasm, talent surfaces.