Revealing the Unexplored and the Unconventional with Bilingual Production Company MADRE

MADRE is a US-based production company that channels a Latin gaze into a bilingual, borderless filmmaking powerhouse. Committed to a global perspective, its directorial talent roster includes Cannes Lion award winner Luisa Kracht, the Brazil-based duo Kid Burro, Faride Schroeder, and more talent from across Argentina, the UK, Spain, Mexico, and the US.

MADRE is also home to ESTUDIO, a Guadalajara-based animation studio formed by stop-motion directors Sofía Carrillo, Juan José Medina, and Luis Tellez, Oscar nominees and Ariel Awards winners who have collaborated with the likes of director Guillermo del Toro. Additionally, the MADRE ecosystem also includes BESTIA, a creative animation studio in Buenos-Aires that specialises in art direction and distinctive hand-crafted techniques.

The company was launched Stateside in 2023 by its three co-owners: managing director Jonathon Ker, who brings with him 25 years of production experience in the US market; EP and director Alejandro Saevich, an award-winning filmmaker himself, and co-founder of Mexico City-based production company Madrefoca; and Jorge Aguilera, also a celebrated director and co-founder of Madrefoca.

LBB’s Ben Conway caught up with the trio to discuss how the American dream of MADRE was brought to life, some of their proudest moments so far, and how they’re “scouting for the undiscovered”.

Above: (L to R) Alejandro Saevich, Jonathon Ker, Jorge Aguilera

"Jorge and I knew each other from a past life," shares Jonathon, explaining how the three first met. "He was a director at my previous company, Palomar, in the mid ’90s and early 2000s. In Mexico and Latin America, Jorge and Alejandro created a top-tier company [Madrefoca] and they were looking for a partner to open in the US." After suggesting opening a company for the US general market, the soon-to-be co-owners had an excited phone call and set their sights on a vision for a Stateside venture.

MADRE's borderless approach and 'Latin gaze' came from Jonathon's early discussions with Alejandro and Jorge, who showed him the Latin talent they were already working with outside of the US. "Honestly, I was blown away," he says. "I didn't feel these directors should be limited to any particular market. If the first thought was to only tackle the US Hispanic market, that was quickly dispelled. The talent was world class, and the potential was undeniable."

"In the last few decades, Latin America and the Spanish-speaking world have developed undiscovered talent that was ready to break out globally," adds Jorge. "This coincides with a surge of interest in and focus on Hispanic culture in the US. It’s the fastest-growing demographic, and MADRE’s bilingual capacity arrives at the right moment." 

However, the team's thoughts went beyond what they could bring to US Hispanics. By focusing on the general US market, they set out provide "a freshness that really stands out" - finding the best talent in the Hispanic-speaking world, and with Jonathon's experience, preparing them to take the leap to the US.

 

MADRE's early goals were to hit the ground running and get its directors the exposure to showcase their capabilities in the States. Fortunately, Luisa Kracht, Faride Schroeder, Kid Burro and Jorge all landed work right away, and quickly made a splash, putting MADRE very suddenly, and very strongly, on the map. "Not only did our directors get their feet wet right away, but they all got projects that suited their filmmaking approach and were appropriate for them," says Jonathon. 

Highlighting some of their favourite projects thus far, Alejandro says, "We’re very proud of Tito's, very proud of Victoria, NHTSA, and Waymo. We realised that we were right… All these films, for a US general audience, suddenly feel fresh, exciting, insightful and fun. There is a Latin style of humour, for example, that really works for these ideas and feels new for the market, and each of them brings a unique element."

He continues, "Luisa Kratch, for Tito's, crafts characters imbued with vulnerability, weaving subtle and extravagant humour. For Waymo, we embraced the notion of an already-arrived future, rendered in a human, warm and engaging way - a feat splendidly achieved by Kid Burro. Jorge's work with NHTSA employs a distinct language that mirrors the nuanced message to be communicated, while Faride, with Victoria, captures an epic uniquely conceivable by Latinos in the US."

One of MADRE's other mission statements is “excellence of craft, bathed in culture", and through working with culturally diverse talent, Jonathon explains that the work is imbued with perspectives where cultural references and points of view make a difference. "They are coming from a different set of experiences, and so that automatically shows up in the ideas they bring to the table. For example, we gave Waymo, a traditional American brand, a look and feel that was absolutely informed by the director’s Brazilian background. You see the difference in the work."

Jorge compares this to the last season of hit TV show 'True Detective', which was written and developed by Mexican director and writer, Issa López. Despite the story taking place in Alaska, he says that you can see the myth and Mexican allegories embedded into the narrative and subtext of the work. "I think that's where culture is most powerful," he says, "when it’s nuanced and comes through in unexpected ways. Texture, undertone, and implication."

According to Jonathon, MADRE's purpose is to then blend this artistry with effective advertising, deferring to advertising pioneer and BBH co-founder Sir John Hegarty for his philosophy that if advertising doesn't lead to sales, it's not doing its job. "A prime example would be Tito's, showcasing how impactful advertising can directly influence product sales," he explains. "But while we aim to sell, we also capture the essence of the client's brand through a creative lens. That's the gaze."

MADRE's other focus is on fostering an environment where its up-and-coming artistic talents can thrive - a key goal as it enters its second year in operation, and for the long-term future of the company going forward. "I'm drawn to projects that aren't just assignments but opportunities for our artists to shine, push boundaries and redefine what's possible," says Jorge. "Maybe it's just hitting it over the head, but projects that are looking for fresh new voices and different perspectives, whether they're the biggest campaigns or the smallest, those are the projects that we want to be doing." And with the wildly creative and varied roster they've curated, they're well on their way.

"We want to challenge ourselves to think beyond the conventional," says Alejandro. "To create a lasting impression, not to be another ship passing in the night. And we’ve got off to a great start."

"Scouting for the undiscovered, making MADRE a household name..." adds Jonathon. "That's the journey ahead."