Creativity Squared: JC Molina and Letting Emotions Guide The Way

JC Molina is an Mexican-American artist, production designer, and creative director in film, television, commercials, new media, and live events, JC Molina, is now adding the new title of director. A California-born, first-generation American who started his 10-year career in theatre and lighting design, before cutting his teeth on independent films. 

In the past years, he worked on some of the most notable and anticipated projects. He helmed the design of Jonas Cuaron's pilot, HOMBRE, the feature film and Sundance 2023 bio-pic on Mexican wrestling and gay rights hero Cassandro with Oscar-winning director Roger Ross Williams, both of which star Gael Garcia Bernal.

He recently wrapped production on the ground-breaking period series Lady In The Lake with writer-director Alma Har'el, which marks the first Television series from Oscar-winning actress Natalie Portman. And just finished wrapping up the Blacklist script Holland, Michigan which stars Academy Award winner Nicole Kidman.

Notably, JC Molina has Production Designed videos and short Films with artists such as Post Malone, Eminem, Aloe Blacc, Jay Z, Childish Gambino, Zayne Malik, and yes, Beyonce, whose visual album LEMONADE has been one of JC's favourite projects.

He contributed his creative vision to the 2021 Super Bowl halftime show featuring The Weekend and has worked on many high-profile campaigns of the last decades, including campaigns for Apple, Nike, Prada, Coca Cola, P&G, FIFA, Sprint, Corona, and Toyota to name a few.

JC Molina has recently taken centre stage as the director for the rebranding of DON JULIO TEQUILA’s major international launch. He wanted to reshape the way tequila brands were seen by its global audience, putting the country it came from in the spotlight. His beloved Mexico.

Person: What kind of creative person are you? 

JC> I appreciate this question because it allows me to define myself not just as an artist, but as a human being. Growing up in a Mexican American immigrant household, the focus was always on success in the U.S. rather than creativity. Our goal was to excel academically and eventually pursue a career in the medical field.

However, during my teenage years, I started spending time with artists and creative minds—particularly in theatre. It’s funny because I remember one day I asked myself, 'How do these people come up with such incredible stories?' The more time I spent with them, the more I uncovered my own potential to create, slowly peeling back the layers of my creativity.

So, when I reflect on this question, I realise that I'm the type of creative who is always evolving—constantly learning and redefining my understanding of creativity. I hold certain creative pillars dear, but I constantly question them.

It’s funny, but I think the dichotomies in my life are what fuel my creativity. I come from a family with no ties to the art or film world, yet I’ve made a career in film. Being gay and a liberal American raised in the traditional framework of machismo Mexican masculinity is another facet that drives my creativity. These contrasting expectations—between what I’m 'supposed' to be as a Mexican man and who I truly am as a Mexican American artist—have compelled me to live creatively in pursuit of authenticity.

My most significant project as a director, 'LA Nacional', exemplifies this duality. It allowed me to explore the duality of tradition and the vibrancy of new perspectives. The sport and tradition meet the colour and vitality of newness. 

Product: How do you judge the creativity of a piece of work?

JC> I try not to judge the creativity of a piece, yet I find myself doing it all the time. I think it’s natural to judge and question what we see. It's something we do a thousand times each day. When I’m watching something, I like to ask myself: Did what I just watched change my perspective or perception of the world around me? Did it challenge something within me?

I judge creativity based on how it shifts my understanding of the world or influences my view of my own work. While judgment is often seen as negative, in art and creative endeavours, it serves as a personal challenge to raise the bar. It’s less about critiquing others and more about making a statement on your own art. That judgment frees your creativity and, in turn, your work, helping you stay vital and evolving.

Process: Tell us about how you like to make creative work

JC> For me, it starts with emotion, a memory, the feeling of something. I look for that feeling in a script, but sometimes that feeling is more abstract or unclear. In those instances, I nurture the idea - not in a precious or sensitive way, but with the understanding that it will grow and evolve into what it is meant to be.

Once I find that feeling, I bring in the trusted group of collaborators I usually work with. Together, we discuss and question that feeling, the emotions it stirs in each of us. Sometimes, we agree, and sometimes, we disagree. There are times I veto their ideas, or sometimes they push back on mine. But the point is that we’re a creative family, and we trust that we all have the project’s best interest in mind.

We build on those emotions and let them guide the project. My way of expressing ideas comes from photographic references and real-life experiences. I rarely reference films; that’s just not my creative language.

Press: What external factors have shaped you and what can make or break a creative project?

JC> My Latino background is a major influence on my work, with a deep sense of identity rooted in history and culture. Everything from the vibrant colours to the music and food—feeds my creativity and passion. Mexico's scents, flavours, and rich history shape my artistic vision and inform every aspect of my creative projects.

As far as what can make or break a creative project, so much hinges on expectations, whether it’s expectations with the budget, creative constraints, or product. As an artist, you need the maturity to understand what you're doing and why? Collaboration can also be challenging; if a creative team isn’t aligned, it can stifle spontaneity and ultimately hurt the project.

As a leader, particularly when directing, it’s my responsibility to create an environment where everyone feels safe and inspired to contribute their best and most creative work.