The audio-visual industry is evolving rapidly, bringing new challenges and opportunities for those shaping its future. Staying ahead requires both strategic thinking and creative adaptability. Few understand this better than Soti Charnas and Luca Macome from Mama Hungara.

With a keen eye on industry changes and a hands-on approach to production, Soti and Luca navigate the complexities of storytelling, business and innovation, ensuring that the production company stays ahead of the curve.

Among their main commercial projects are recent campaigns for clients such as Mercado Libre, Mercadopago, Brahma, Rockstar, Personal, BetWarrior, Netflix, Sony Music, MAX for Warner Bros. Discovery, Supervielle, and Molinos. These projects were developed in collaboration with renowned agencies like GUT, DraftLine, Springtime, Febrero, Di Paola, Anita&Vega, and VML.

Cris Gee> From your standpoint, how has LATAM’s advertising landscape evolved from a few dominant hubs to a dynamic, cross-border network and how does Mama Hungara leverage this shift to stay ahead?

Gone are the days when glossy 90-second TV commercials dominated from major hubs like Buenos Aires and Mexico City. The 2010s brought a digital revolution, social media, YouTube and mobile-first content took centre stage, with Brazil and Mexico leading the charge in ad spend.

Over the past five years, two key changes have reshaped the region. First, smaller markets have emerged as challenging production players: Uruguay has become a stronghold, Colombia and Chile are on the rise, and Peru and Paraguay are rapidly gaining traction, offering both talent and competitive value.

Second, the production process has become increasingly regionalised and strategic. A single campaign might see a Mexican client working with an Argentine agency, a Brazilian production company and a shoot taking place in Santiago de Chile, all to maximise expertise and efficiency.

At Mama Hungara, we’ve embraced this shift. Our headquarter in Buenos Aires sharpened our expertise in craft and humour; in 2024, we expanded to Mexico, tapping into its booming digital market and North American reach. Now, our focus extends to Chile’s and Colombia’s growing influence, and Los Angeles for global expansion.

Luca Macome (far left) on set in Colombia with director Gonzo Llorente, co-founder and executive producer Lisandro Ramos, and part of the crew filming for MAX

Cris Gee> How do you approach building strong partnerships in such a competitive industry?

Luca> In advertising, adaptability isn’t optional, it’s survival. From 35mm to AI, this industry never stands still. But while tools evolve, trust remains the real currency. True partnerships aren’t built in a single pitch, they’re forged through shared battles, tight deadlines, budget cuts, last-minute pivots. My approach? Show up, listen, execute again and again. Reliability cuts through the noise, turning collaborators into allies. It’s not about contracts; it’s about proving time after time that we get it done.

Soti> Strong partnerships are built on trust, problem-solving and the drive to excel. In this industry, relationships evolve from colleagues to trusted allies, through shared challenges and a commitment to delivering. Competing with top-tier companies pushes us to constantly raise the bar, but what sets Mama Hungara apart is our relentless pursuit of excellence. We don’t work on autopilot, we adapt, innovate and push beyond expectations. That’s why brands and agencies keep choosing us because they know we’re all in, every time.

Soti Charnas (right) with director Fede García Rico on the set of Brahma’s “Sed de Verano” (Summer Thirst) campaign

Cris Gee> What drew you to Mama Hungara, and how has your journey as executive producers evolved over the past five years?

Joining Mama Hungara wasn’t just about stepping into a production company, it was about entering an environment built for growth, collaboration and lasting connections. More than colleagues, we found a family where people come first, followed by a relentless drive to push boundaries and a bold approach to production.

Our five-year journey was a true masterclass in reaching new levels of production. Each stage, from negotiating deals and leading teams to pitching to clients and winning projects, strengthened our confidence and solidified our expertise.

Mama Hungara’s evolution mirrors ours. What began as a small, agile team handling modest productions has transformed into a powerhouse competing at the highest level. Year after year, the company has earned the trust of major agencies and brands, proving that ambition, strategy and execution can rival even the most established players. With a keen eye on growth, together we continue to break new ground, expanding across LATAM, setting sights on Colombia, Chile and Los Angeles and branching into film, cultural events and beyond.

Cris Gee> If you could give one piece of advice to up-and-coming producers, what would it be?

Thriving under pressure is the key to success in production. Challenges will come, your job is to find solutions, not panic. This job isn't a 9-to-5 shift, challenges hit fast and you have to stay sharp.

Our advice? Start small, master the chaos and build resilience. Ask questions, stay hands-on and never stop learning. Find routines that keep you grounded, breathe, adapt and embrace the storm. Every project brings new obstacles, but there’s always a way forward. Keep a clear head, take control, and make it happen.