Born in Buenos Aires, Fede García Rico has forged a distinctive path by combining his passion for visual storytelling with a unique creative approach. He studied Film at the Centro de Investigación y Cinematografía (CIC), a foundation that shapes his artistic vision and ability to craft stories with depth and style.

While still a student, Fede began working as an editor for agencies, production companies, and post-production houses, both local and international, gaining an insider’s understanding of the industry.

Over time, he discovered his true calling in directing, taking the leap with Mama Hungara. His commercials reflect a distinct sensitivity and a style that balances organic storytelling with cinematic flair, always prioritising emotional connection and visual impact.

Now at a pivotal moment in his career, Fede is developing his first feature film while preparing to shoot his debut short, marking the beginning of an exciting new chapter in his artistic evolution.

Fede García Rico has established himself as a standout figure in the advertising world, known for elevating visual storytelling and craftsmanship in a landscape he describes as “alienating and repetitive.” His acclaimed projects include Rockstar (PepsiCo), celebrated for its production excellence; Gatorade, a concept-driven campaign recognised at international awards such as El Ojo Iberoamericano, Cannes Lions, Effie Awards, and Clio; and Exeed, his first major automotive project filmed in Mexico with Mama Hungara.

Sought after by brands and agencies for his distinctive approach and flawless execution, Fede challenges advertising homogeneity with fresh imagery and unique perspectives. “When clients come to me, I want them to encounter images and atmospheres that feel truly different,” he says.

This reputation has not only earned him high-profile campaigns but also the trust of creatives who value his artistic vision and the creative freedom he brings to every project. Transitioning from problem-solver to sought-after visionary, Fede is at a pivotal point in his career.

Beyond advertising, Fede is making strides in cinema. He is in pre-production for a short film set to shoot in March 2025 and is actively developing a feature film with a completed script and ongoing applications to film labs, reaffirming his dedication to storytelling and artistic exploration.

Q> How would you describe the sensitivity you bring to the commercials you direct? What do you aim to convey to the audience?

Fede> I always start by focusing on the script. When developing a treatment, I avoid looking at references in the initial stages. Instead, I prefer to write first and then work with the team to find any necessary references later. This approach allows me to detach from the direct influence of “refs” and concentrate on what I can bring to the project as an individual.

I believe the final result is always tied to that personal sensitivity, the human touch I leave behind in the work. This method helps me step away from the mechanical nature often dictated by the fast pace of the industry. My aim is always to communicate and tell a story, which is where the real connection lies between what we create and those who experience it.

Q> Nature sounds and soundscapes often take centre stage in your work. How do you design these elements to become integral to the narrative? 

Fede> In contemporary culture, image undeniably takes the lead role. Today, it’s possible to create visuals with astonishing quality and flawless colour grading, which, in some ways, can standardise and homogenise the visual output. However, sound retains a unique sense of mystery, a power to evoke emotions that we may not fully understand but deeply feel.

I believe sound’s impact is far greater than that of the image, precisely because of its nature. While images impress us with what they show, sound works on a more intuitive, visceral level. For this reason, when I create, I prefer to build visuals that find their true potential through sound, images that engage in dialogue with sound and enrich one another in the process.

Q> Your commercials stand out for their cinematic textures and atmospheric depth. How Important are these visual elements in your creative process?

Fede> For me, visual elements aren’t merely about aesthetics; they’re a way to infuse the project with meaning. As a director, what truly drives me is creating human images that draw the viewer in and encourage them to linger in that warm, emotional space.

I strive to develop a distinct style, a cohesive thread that makes my work recognisable. It’s a constant pursuit of balance between aesthetics and storytelling, ensuring that the visuals are not just beautiful but also purposeful and integral to the narrative.

Q> What role do small details play in your commercials, and how do you use them to enrich storytelling? Could you share an example where a specific detail transformed a scene or even the entire narrative?

Fede> As directors, there are moments when we’re given creative freedom, rewriting scripts, proposing new visuals or exploring alternative narratives. However, more often, we work within tighter constraints. Agencies usually come with scripts refined over months, tested, and approved. In those cases, our role is less about reinventing and more about elevating the existing work.

For example, in the Gatorade project, the sports and concept were already defined. I suggested shooting it as a single take, focusing on the protagonists' reactions as they listened to audio messages from their friends. Staying in that moment, capturing pure, unfiltered reactions, became the axis of the narrative. This seemingly simple decision aligned perfectly with the commercial’s insight, proving how small details can deliver coherence and amplify storytelling.

Q> How do you see Artificial Intelligence coexisting with the handcrafted, human approach that defines your productions?

Fede> We’re in an era where audiences crave authenticity, something even the most advanced AI struggles to replicate. While technology has delivered interesting results in advertising, my focus remains on craft, storytelling, and human nuance, elements that machines, for now, can’t truly replace. It’s the imperfections, the unpolished details, that create genuine connections, and that’s something AI doesn’t yet grasp.

Take Coca-Cola’s recent global Christmas ad, t felt mechanical, cold, and utterly devoid of magic, ironically named The Holiday Magic is Coming. I oppose major brands producing work this way. Beyond technical arguments, I believe governments should legislate to protect human creativity, not just for jobs but to safeguard what gives life meaning.

For me, the process is everything. The collaborative, creative journey is what brings purpose. Working with clients, agencies, and teams in a deeply human framework. That synergy is irreplaceable.

AI will undoubtedly continue to evolve, producing ever-more impressive results. But if it comes at the cost of connection and purpose, it’s a shift I won’t embrace. Instead, we need to double down on creating films, series, and projects that highlight our humanity, stories that resonate on a deeper level. Thankfully, at Mama Hungara, this human-centric approach remains at the heart of our vision, and that’s where I want to continue growing and contributing.

Q> Where do you see your career heading in the future? Are there any new techniques or approaches you’d like to explore?

Fede> I want to continue directing commercials, focusing on enjoying each project without overwhelming myself. My goal is to improve my craft, make fewer mistakes, and approach each piece with intention. Advertising isn’t just a stepping stone for me, it’s work I genuinely enjoy. Being on set, the place where I feel most at home, is something I deeply value. These days, I experience it with almost no stress, which feels like a true privilege.

At the same time, I’m fully dedicated to developing my feature film, a project I’m incredibly excited about. In just two months, I’ll begin shooting a short film, which has reignited my passion for playing, experimenting, and growing as a director.