Streamlining Productions From Los Angeles to Latin America
Marcos Cline, founder and executive producer of ALTERED.LA., is proud to be bicultural. Defined as “having or combining the cultural attitudes and customs of two nations, peoples, or ethnic groups” biculturalism is the perfect way to describe the company and the work they take on.
Identifying as both Mexican and American, it was important for the tenets of biculturalism to be embedded in the foundations of ALTERED.LA (the “LA” stands for both Los Angeles and Latin America) because Marcos hoped to alter preconceived notions of underrepresented markets in the US. Since launching in 2012, ALTERED.LA has the way for a more accessible and all-inclusive General Market.
Marcos and his team have successfully built an innovative bilingual, bicultural offering, establishing important strategic alliances and partnerships with production entities throughout the US and LatAm. 11 years later, the company has a strong on-the-ground presence in Los Angeles, Mexico City and Bogota, making them the best people to help clients craft authentic content.
Setting up shop in Mexico City and Bogota earlier this year, Marcos explains why there are innumerable benefits to having a physical presence in LatAm. “This expansion allows us to merge our knowledge of US protocols and standards, and our ability to achieve the look and feel of a US production, in a place that's more affordable,” he says.
“Where we shine is our knowledge of local production limitations and what local production excels at, which is important for US General Market campaigns. We know what the Mexican and Colombian film and production industries excel at, as well as where they need additional support."
Serving as a vibrant hub for Latin American culture and creativity, Mexico City’s strategic location, coupled with its thriving entertainment scene, made it an obvious choice for ALTERED.LA’s first LatAM office. “The city's dynamic atmosphere and access to a diverse range of talent enables us to effectively nurture connections within the industry and stay attuned to emerging trends,” says Marcos.
Weighing in on the benefits of shooting with ALTERED.LA on location in Mexico City, Amir Karimi, head of production at FELA, said: “It was beneficial to our project in a number of ways. We were able to access unique locations that could not be found anywhere else in North America or possibly the world. This was supplemented by world class crews that were able to execute the most demanding creatives in a quick and efficient way. Shooting in CDMX is something we always look forward to as a company due to being in one of the most vibrant cities on Earth.”
Marcos and his crew have been travelling back and forth to Mexico to film commercials, comedy specials, and more, ever since the inception of the company. It is clear that this recent expansion into LatAm means a lot to the founder and his team, whose heritage serves as a constant inspiration for the work. “Our Mexican heritage informs everything we do: from the food we eat and the music we listen to, right up to the school we chose for our son to attend here in Los Angeles,” Marcos tells LBB. “Mexico’s rich storytelling traditions and unique cultural perspectives inspire us to craft narratives that resonate deeply with those audiences and we rely heavily on that when creating the next big hit.”
Guided by Anna Roth and Paco Cossio’s first-rate management of US production services from Mexico City, ALTERED.LA has been able to streamline operations and facilitate efficient communication between the US and LatAm. This helped the company forge a path for how things would be done at a third office, in Colombia.
The recent launch of ALTERED.LA’s Bogotá office completes the company’s intercontinental footprint, and Marcos can already see the great value in their presence there too. “Bogotá complements our unique approach exceptionally well. The city has emerged as a cultural epicentre in Latin America and is increasingly recognised for its production services at the bigger studios.”
“The wealth of talent across various fields, from cinema to music and design, makes Bogotá a meeting point for professionals and creative minds from throughout the region,” says the filmmaker. “Furthermore, its strategic geographical location turns it into a convergence point for connectivity and regional collaboration.”
When it comes to production, geographical location and diversity is a major selling point of both Mexico and Colombia. In addition to cost-incentives for clients, both countries boast a range of versatile landscapes and awe-inspiring backdrops, a constantly growing film industry and a richly diverse pool of talent.
The future looks bright for ALTERED.LA, as they continue to deliver on their promise to level the playing field and bring about tangible change in the General Market. Talking from his home in Los Angeles, Marcos is energised and looking forward to what comes next. “Our pragmatic approach is one of the reasons our clients keep coming back. We are excited to be continuously exploring collaborations that enable us to deliver more engaging content. We’re committed to delivering fresh and innovative storytelling that feels truly authentic.”
