The Directors: Gonzo Llorente

LBB> Tell us more about exploring human experiences.

Gonzo> Having worked on film projects in diverse regions such as Europe, the Middle East, the United States, and all major Latin American markets. I realised that, regardless of our background, we are all crossed by common traits. We have a shared desire to forge deep connections and enrich them through collaboration. I like to explore the aspects that unite us and express that in films.

LBB> You are known as a visually stunning director; where does this come from?

Gonzo> I've always been drawn to and inspired by the power of images. This attraction grew in me and it naturally evolved into a profound fascination. I strongly believe that every frame is a meaningful form of expression. I aim to create images as captivating and beautiful as possible. I like to play with visual elements and plan the path to take to convey a compelling film.

LBB> How do you approach creating a treatment for a spot?

Gonzo> I basically love scripts. I read them over and over again until I figure out what gets me going to make it stunning and meaningful. I usually gravitate around projects where I can develop a cinematographic language to connect with people. There is something magical and forceful in expressing a message through images. When I am working abroad, what really adds a creative boost is tapping into the local vibes, it’s a game-changer.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

Gonzo> I think it is essential to collaborate closely with all the people involved in making a film. Everyone in this chain is important. On the other hand, if I have to choose one person, that would be the executive producer as they are the ones who help you the most when it comes to executing your vision. I am lucky, I work with professional people, we get along well, we have a good time, we all create an environment to propose things and make things happen, this is essential.

LBB> What type of work are you most passionate about?

Gonzo> I'm a fan of good ideas, simplicity, the potential to create impactful visuals, and the pursuit of genuine connection with our human side.

LBB> Which pieces of work do you feel really show off what you do best – and why?

Gonzo> It could be the latest project I worked on in Buenos Aires for the GUT agency, Códigos para conectarnos Hoy; I have a soft spot for 'Boxer' for Uber; 'Jealousy' for Coca Cola; and also 'Your life' for Hyundai.