Inside wabi’s universe

How did your journey in the production industry in Mexico begin?

Alan: When I started, the Mexican industry was dominated by well-known directors who owned their own production companies, leaving few opportunities for independent producers like me. My strategy was to bring in international directors, avoiding reliance on local directors to be able to compete in significant projects. That way, I managed to access high-level productions, something that was out of reach for young or mid-level producers at the time.

Who were your first directors?

Alan: The first ones were Luis Gerard, who is Puerto Rican, and Ian Bonhoeff, a Swiss living in England. We filmed a lot with them, and then others joined, like Andrew Lang, who has grown alongside our production company and is now a prominent documentary director in London.

Over the years, what projects have defined the character of Wabi Productions?

Alan: One of the first big projects we had was for Doritos, where we rebuilt a rodeo in Texas—complex but very rewarding. Another significant project was “Love Story” for Movistar, a commercial that addressed the danger of predators on the internet. That work won multiple international awards and was even recognized by the U.S. Security Agency, which wanted to use it in its educational programs.

What challenges have you faced to keep the production company at the forefront?

Alan: The biggest challenge has always been partnerships. It’s uncommon for founding partners to stay together for so long, but we’ve managed to do so for 14 years, which speaks to the strength and trust we have in each other. That, along with a commitment to choosing projects that challenge our creativity, has allowed us to keep growing.

What are you most proud of in the production company’s journey?

Alan: Without a doubt, perseverance. We’ve maintained our position at the top of the industry for more than a decade, and that’s no small feat. I’m also proud that we’ve always aimed to stay up-to-date, betting on young talent and giving them the opportunity to grow.

How do you choose your creative team?

Alan: Professionalism and dedication are essential. In this highly competitive field, the entire team must bring the same energy to every project, from the director to the stylist. We want the creative process to be enjoyable and collaborative, without egos making it difficult.

In an ever-changing industry, how do you see the future?

Alan: Technology is transforming audiovisual production, and we are ready to adapt. Just as with the arrival of the internet or mobile phones, we are now exploring how artificial intelligence can enhance our work. It’s an inevitable and exciting change, and we want to be part of that evolution.

Alan reveals the journey of a production company that has managed to stay at the top of the Mexican audiovisual industry, facing challenges and always betting on innovation. From its beginnings, the strategy was clear: recruit international talent to compete in large productions, which allowed them to make their way in a market dominated by local directors. Over 14 years, the company has grown, always maintaining the unity of its founding partners, which has been key to its success. Projects like the Doritos commercials and the award-winning “Love Story” for Movistar have defined its character and reputation. Alan emphasizes the importance of professionalism, passion, and adapting to new technologies as essential factors to continue leading in a constantly evolving sector.