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I grew up in Mexico City,

surrounded by the warm chaos of film sets and the soft hum of editing rooms. My father is a feature film director, and from an early age I had the chance to observe the process of filmmaking up close. Those experiences shaped my interest in storytelling and eventually led me to study Communications with a focus on Cinema at Universidad Iberoamericana, followed by workshops in screenwriting and narrative in Los Angeles with Syd Field and Christopher Vogler.

I’ve directed campaigns for brands including Coca-Cola, Meta, Google, Toyota, Kraft Heinz, Quaker, KFC, Corona, Patrón and others, working across Mexico, the United States and international markets.

My work sits somewhere between documentary and fiction. I’m interested in real people, natural performances and culturally specific details, while approaching every frame with the craft and intention of cinema. I often work with non-actors and real locations, and I’m drawn to natural light, intense color and those small, unplanned moments that make a story feel alive. I sometimes describe this approach as a form of magical realism: reality gives me the characters and emotional truth, while filmmaking allows me to heighten it through image, sound and rhythm.

In recent years, my work has been recognized at several international advertising festivals. In 2025, Shades of Red for Coca-Cola Mexico received one Gold and three Bronze Lions at Cannes Lions, along with recognition at El Ojo de Iberoamérica and a place in the LatinSpots ranking of El Ojo’s top directors in Ibero-America. In 2026, the campaign received Best Direction and Best Live Experience & Activation at CICLOPE Latino. My work for WhatsApp, Day of the Undying Businesses, received three Bronze awards at the Clio Awards, in Creative Strategy, Creative Business Transformation and Media, and both projects were selected across categories at The One Show.

Most recently, I directed The Formula, Coca-Cola’s campaign celebrating 100 years in Mexico, featuring Luis Miguel. It brought together many of the things I care most about in filmmaking: cultural identity, music, family, everyday rituals and the possibility of finding something cinematic in ordinary life.

My career began in independent filmmaking and documentary work. My fiction film Agua Blanca, shot on the glaciers of Iztaccíhuatl, received Best International Short Film at the Garden State Film Festival and a Golden Award for Best Short Film at the Asia Pacific Film Festival. Around the same time, I directed Ingrediente Colectivo, a branded documentary for organic gum brand Chicza that reached more than 17 million organic views without paid media. That project became an unexpected bridge into advertising.

I live in Mexico with my amazing husband, Diego Westendarp, a talented film composer, and Costi, our rescued dog and resident philosopher. The three of us are devoted fans of mellow music and could listen to classic jazz forever. Our perfect weekend usually involves a long drive out of the city, a nice view, a swim, sometimes a sail, some reading aloud under the covers, quiet time by the fire and, of course, homemade Sunday pancakes to recharge before diving into the next story.