For Paulina Zuluaga It’s All About Being Human

Paulina Zuluaga is a dynamic and resourceful executive producer with a passion for creative storytelling and a strong business background. Currently at MADRE, she supports its mission as a bilingual production powerhouse with a borderless filmmaking approach.

Born in Medellín, Colombia, and raised in Miami, Paulina’s hands-on experience spans commercials, branded content, and agency collaborations. Her career includes producing for brands like Tito’s, Jeep, and Kellogg’s.

A natural problem-solver, Paulina thrives on challenges, creating inspiring work across diverse budgets and mediums while fostering meaningful creative partnerships. Her dedication and adaptability make her a highly sought-after leader in commercial filmmaking.

LBB> What first attracted you to production - and has it been an industry you’ve always worked on or did you come to it from another area?

Paulina> I always knew I loved the film industry, but I wasn’t sure where I fit in.

Initially, I thought producers were solely responsible for funding projects, and as a high school student, I figured that wasn’t an option for me since I had no money. I started exploring acting, taking film and TV-specific classes to distinguish it from theatre.

However, I quickly realised acting wasn’t for me. While studying international business and finance, I made friends with people studying film, got involved in their student films, and participated in a few film festivals.

That experience opened my eyes to what a producer does, and I realised it was exactly what I was meant to do, it is the perfect fit for my personality.

LBB> What was your first role in the production world and how did this experience influence how you think about production and how you grew your career?

Paulina> When I first started, I didn’t know anyone in the industry. My first job actually came from a chance encounter at my gym.

I overheard someone talking to his trainer about working in advertising, so I approached him, mentioned I was interested in production, and gave him my info. That then helped me get my first PA job.

I was going to do it for free, but they offered me $100, and I said, “I’ll take it!” I didn’t know what to do; I only knew I had to be quick and smart and solve any problem. Ever since then, I’ve had a job.

Giving a good first impression, being on top of things, and being willing to give my all definitely opened doors for me. At the end of the day, it's not only important to have a good reputation, but you have to be a good person.

We work in high-stress situations with many different people, and a good producer deals with those people and makes everything flow. And if you're a pleasure to work with, people will call you back, and if you make sure you deliver, slowly but surely your career will grow. If anything, I would say that being hungry like I was in my first role is what has helped me grow my career.

Creating the opportunity and trusting in oneself. That's how I felt in my first role.

LBB> How did you learn to be a producer?

Paulina> Honestly, I think I was born one. Producing is just who I am. Sure, I had to learn the technical stuff and how the industry works, but the mindset? That’s always been there. This industry is sink or swim, and I’ve never been one to sink, so I learned how to swim.

I’ve also been lucky to have an incredible mentor, Jonathan Ker, who teaches me something new every day. Beyond that, I’ve learned by relying on the right people and working together to figure things out. That’s how you grow in this field.

LBB> A good producer should be able to produce for any medium, from film to events to digital experience. Do you agree or disagree with this statement? Why/why not?

Paulina> A hundred percent. A good producer knows how to make things happen, no matter the medium. It’s all about execution - timing, budgets, and people. Honestly, I think producers are producing all the time, even in their personal lives. We’re planning trips with friends, organising surprise parties, or coordinating family events. It’s the same skill set.

Switching mediums might mean you have to call in different experts or learn some new details, but the foundation stays the same. A good producer knows how to adapt and find the right people to get the job done.

LBB> What’s your favourite thing about production and why?

Paulina> What I love most is the purpose it gives me. I get to be useful, make something real, and see it come to life. I also love working with amazing, creative people who are passionate about what they do. And then there’s the bigger picture: we’re creating something that can transcend time, culture, and places. It’s about leaving a mark.

LBB> How has production changed since you started your career?

Paulina> I started just before covid, so… a lot has changed. I’ve done fully remote productions, and now we’re incorporating AI. None of this would’ve been imaginable just a few years ago. 

LBB> And what has stayed the same?

Paulina> The need for producers. No matter how much technology changes, we are essential to the industry, helping all our lovely creatives and clients get things done. 

LBB> What do you think is the key to being an effective producer - and is it something that’s innate or something that can be learned?

Paulina> The most efficient and successful producers know how to communicate clearly. Producers are always trying to foresee and prevent future mistakes, and one way of doing that is by communicating clearly so there is no confusion or misinterpretations. 

LBB> Which production project from across your career are you most proud of and why?

Paulina> The last project I did for WAYMO is one I’m really proud of. We shot three very different scripts in LA, working directly with the client. It was a challenge both technically and logistically, but the team’s attitude made it such a joy. The final pieces came out beautifully, and they each resonate differently depending on the viewer.

LBB> And in terms of recent work, which projects have you found to be particularly exciting or have presented particularly interesting production challenges?

Paulina> We recently shot our second Tito’s Vodka campaign, in which we practically built a bar cart (the main character).

We had to bring a custom-built bar cart from a previous production in Mexico all the way to Uruguay and then replicate it and evolve it with a new team of technicians and a new production designer. We ended up building three different carts to pull off various effects. It was definitely a challenge, but we got it done.

LBB> Producers always have the best stories. What’s the hairiest / most insane situation you’ve found yourself in and how did you work your way out of it?

Paulina> It's all about being human. That is how you get out of insane situations.

The worst one for me was during covid.

It was towards the beginning of the pandemic, and there were a lot of restrictions. My director was in Argentina, and he flew to Spain right before the shoot without telling me not realising that quarantine restrictions would prevent him from entering the US.

We only had a week before the shoot, so we had to pivot and he had to direct it entirely remotely, and we sent another director to the location to help us out. 

LBB> What are your personal ambitions or aspirations as a producer? 

Paulina> I want to make good work that is simultaneously creatively and visually beautiful and purposeful. I want people to know who I am and admire my work. 

LBB> As a producer, your brain must have a neverending "to do" list. How do you switch off? What do you do to relax?

Paulina> You have to remind yourself that not everything is urgent. It’s all about prioritising. Sometimes work comes first, but other times, you have to prioritise your personal life.

Balance is everything.

Keeping active and spending time with family and friends is the best way to relax in my opinion.

LBB> Producers are problem solvers. What personally fuels your curiosity and drive?

Paulina> I’ve always been a nerd. I love to learn new things, I love challenges, and I love problem-solving. I’m young, hungry, and just want to learn and live. 

LBB> What advice would you give to people who are interested in becoming a producer?

Paulina> Get organised, network, and train your eye. Learn how to deal well with all different types of people. Make as much work as possible. In the beginning, it’s about experience and making mistakes. But of course, always aim for quality. 

LBB> From your experience what are the ingredients for a successful production?

Paulina> A solid pre-production process is key. Everyone needs to be on the same page and aligned on the goals. Trust is huge too - clients who understand and trust the process make things so much smoother. You also need a great team and a problem-solving mindset. And hey, a good budget doesn’t hurt either, jaja.

LBB> What’s the key to a successful production-client relationship?

Paulina> Communication, patience, respect, and trust. I think it’s important to treat clients like regular human beings instead of being scared of them. Be confident in what you can deliver, but don’t overpromise. Managing expectations realistically is everything.

LBB> One specifically for EPs: Producers are naturally hands on - they have to be. How do you balance that in the more managerial role of an EP?

Paulina> I’m still hands-on, but I try not to micromanage. If I’ve hired someone, it’s because I trust them to do their job. However, I make sure I’m overseeing everything properly and supporting them in any way I can.