Small Talk with Director Francisco Paparella

Welcome back to CINQ's 'Small Talk', an interview series spotlighting directors, DOPs, and other talented crew. In the latest interview, Francisco Paparella discusses upcoming projects, his focus on social issues, and why filmmaking has always been his dream job.

Q> Congratulations on your success with journalists at Cannes! Did you enjoy last year’s festival?

Francisco> Thank you! Adding another Lion to the shelf is always an incredible honor, especially when the work highlights such a meaningful cause. This year felt like a pivotal moment for the festival - a year of major shifts. The spotlight was firmly on the rise of AI and how it can complement, rather than replace, the timeless power of storytelling. At the end of the day, audiences are drawn to compelling narratives, no matter the format or duration. It’s all about finding that connection.

Q> This series tackles a pretty controversial topic in Mexico. Were you hesitant to approach it? 

Francisco> Not really. The client, Propuesta Cívica, is a civil association that defends freedom of expression and journalists’ rights. We trusted them and the agency to guide us through such sensitive themes. Plus, we weren’t targeting anyone specifically. The goal was to stay true to the real stories of affected families and let reality speak for itself.  

At the same time, we kept the violence off-screen, focusing instead on immersing the audience in the tension and insecurity that journalists in Mexico face daily.

Q> Many of your projects focus on social issues. Is this your way of contributing - by drawing attention to them? 

Francisco> Advertising can be a powerful tool for positive impact, and whenever I get the chance, I’ll take it. It’s the same with my work for Save the Children or as a producer on the documentary Los Plebes, which explores the leisure time of young hitmen in northern Sinaloa. Shedding light on these realities, demystifying them, and addressing them head-on feels essential to break their repetitive cycles.  

Q> If you could shoot anywhere in the world, where would it be?

Francisco> I’m from Patagonia, Argentina, and both my films (DITCHES and THREE BROTHERS) are set there. I’ve had the chance to shoot in incredible locations like New York, China, and Cuba, but nothing compares to filming in the rivers and mountains where I grew up.  

Q> What was your dream job as a kid?

Francisco> I think I was about 15 when I joined a film workshop in high school. The teacher showed us Leaving las Vegas and Reservoir Dogs and from that moment on, I knew I wanted to be a director. I feel incredibly lucky to do what I love. That’s why every day, I push myself to grow, improve, and be better at my craft.

Q> Do you think every director needs to be unconditionally creative?

Francisco> I’m not sure I buy into the idea of innate creativity or talent as must-haves. Some of the greatest directors have never written a script… What matters is having a clear and unique vision- something bold and unmistakably yours. Directors need a relentless hunger to learn, to explore new perspectives, and to hone their skills through constant effort and curiosity.

Q> What’s the most creative audio visual idea you’ve seen lately?

Francisco> Hands down, Taylor Swift from A$AP ROCKY, directed by Vania Heymann and Gal Muggia for Iconoclast. That’s creativity defined! Visually and conceptually, it’s like stepping into a fever dream - where the impossible becomes tangible.

In advertising, humour and absurdity are my sweet spots - they’re perfect for connecting with audiences. Here are three brilliant examples:  

Happy Groundhog Lay’s

Incredible wordplay, a genius campaign launch (aired 75 times a day!), and a nostalgic nod to an iconic film.  

Michael CeraVe

Absolute absurdity. I can just picture the creatives in a room going, “What if we just call Michael Cera?” Genius.

The Underdogs: Swiped Mac | Apple at Work

This Cannes winner nailed it - great script, memorable characters, seamless product integration, and masterful storytelling. Eight minutes? Who cares - you’re hooked the whole way.

Q> Are you a fan of anything Czech?

Francisco> Isn’t Kafka everyone’s first answer? When I visited Prague, the first thing I did was see his house. Also, Miloš Forman - absolute genius. Without Short Cuts, we’d never have Magnolia. And, of course, absinthe - it’s iconic.

Q> What’s your go-to social media platform?

Francisco> Mostly Instagram. Sometimes X.  

Q> What projects are you working on right now?

Francisco> I’m in pre-production for a Pepsi shoot in Uruguay, kicking off a full rebrand campaign for Cinemex in Mexico, and wrapping up post-production on a campaign celebrating the Panama Canal’s 25th anniversary.

On the film side, I’m fundraising for my third feature, Cicatrix. 

As a producer, we’re wrapping up post on a film adaptation of Borges’ The Gospel According To Mark, and prepping the release of a documentary set in the Peruvian Amazon about two trans chefs navigating their retransition.

So, yeah- busy times!