The Directors: Gonzo Llorente

His portfolio showcases versatility and consistency. As an international director, Gonzo is captivated by the exploration of human experiences and possesses strong technical skills to create compelling perspectives with a cinematic style and rich lighting. So far, he has won a Silver Lions Award at the Film Cannes Festival as well as multiple other awards at The Ibero-American Festival of Communication in San Sebastián, FIAP, Ojo de Iberoamérica, Lapiz de Platino. He has worked with important brands like Hbo, Coca Cola, Uber, Hyundai, among others. 

LBB> Tell us more about exploring human experiences.

Gonzo> Having worked on film projects in diverse regions such as Europe, the Middle East, the United States, and all major Latin American markets. I realised that, regardless of our background, we are all crossed by common traits. We have a shared desire to forge deep connections and enrich them through collaboration. I like to explore the aspects that unite us and express that in films. 

LBB> You are known as a visually stunning director; where does this come from?

Gonzo> I've always been drawn to and inspired by the power of images. This attraction grew in me and it naturally evolved into a profound fascination. I strongly believe that every frame is a meaningful form of expression. I aim to create images as captivating and beautiful as possible. I like to play with visual elements and plan the path to take to convey a compelling film. 

LBB> How do you approach creating a treatment for a spot?

Gonzo> I basically love scripts. I read them over and over again until I figure out what gets me going to make it stunning and meaningful. I usually gravitate around projects  where I can develop a cinematographic language to connect with people. There is something magical and forceful in expressing a message through images. When I am working abroad, what really adds a creative boost is tapping into the local vibes, it’s a game-changer.

Gonzo Llorente in action for Personal, 'New York' Campaign in November 2023.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

Gonzo> I think it is essential to collaborate closely with all the people involved in making a film.  Everyone in this chain is important. On the other hand, if I have to choose one person, that would be the executive producer as they are the ones who help you the most when it comes to executing your vision. I am lucky, I work with professional people, we get along well, we have a good time, we all create an environment to propose things and make things happen, this is essential.

LBB> What type of work are you most passionate about?

Gonzo> I'm a fan of good ideas, simplicity, the potential to create impactful visuals, and the pursuit of genuine connection with our human side.

LBB> Which pieces of work do you feel really show off what you do best – and why?

Gonzo> It could be the latest project I worked on in Buenos Aires for the GUT agency, Códigos para conectarnos Hoy; I have a soft spot for 'Boxer' for Uber; 'Jealousy' for Coca Cola; and also 'Your life' for Hyundai. 

LBB> What advice would you give to a director who is starting?

Gonzo> Loosen up. Feel inspired with the work of others and discover your own path. Don’t take yourself too seriously and keep evolving.

LBB> What type of piece category would you like to explore more?

Gonzo> Definitely automotive!.