The Directors: Mauricio Sierra

Mauricio Sierra is a Mexican-born director, photographer, and concept artist with formal training in fine art, music, painting, sculpture, and cinematography.  Armed with extensive expertise in VFX he is known for his inventive visual style and distinctive manipulation of mise en scene coupled with his ability to solve complex visual challenges.  Mauricio’s work maintains a strong and recognizable signature.  His sensibility towards form, rhythm, storytelling, and the colors born out of the tension between light and dark give his work a modern take on classic image-making.  Mauricio has collaborated with numerous renowned clients and publications.  Including HBO, Netflix, Chanel, Dior, Nike, Missoni, Louis Vuitton, Maybelline, Swarovski, Carolina Herrera, Estée Lauder, Vogue, Ford, and Diesel, to name a few.

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

Mauricio> What truly sets a script apart for me is its ability to tell a compelling story and evoke emotions. I get excited about scripts that have a unique narrative perspective or a fresh take on a familiar theme. It's not always about scale but rather the creative potential and the opportunity to deliver a powerful message or experience through visuals. 

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

Mauricio> Crafting a treatment is about translating the script into a visual and emotional journey. I start by delving deep into the script, identifying its core message and the emotions it aims to evoke. From there, I develop a visual and stylistic approach that complements the narrative. It's essential to align every element, from cinematography to music, with the script's essence to create a cohesive vision. 

LBB> If the script is for a brand that you're not familiar with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?

Mauricio> Understanding the brand and market is crucial. Even if it's unfamiliar territory, research is paramount. I dive into the brand's history, values, and target audience. I analyse the market to grasp its trends and dynamics. This research helps me align the creative vision with the brand's identity, ensuring the message resonates with the audience.  

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

Mauricio> Collaboration with the cinematographer is pivotal. Their understanding of visuals and camera work greatly influences the storytelling. A strong rapport allows for seamless communication, translating the script's nuances into striking visuals. This partnership ensures that every frame aligns with the narrative's emotional beats.  

LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?

Mauricio> I'm passionate about projects that challenge the norm and push creative boundaries. While I appreciate various genres, I'm particularly drawn to emotionally charged narratives and visually innovative storytelling. I thrive on projects that allow me to experiment with unique styles and techniques to create memorable experiences.  

LBB> What misconception about you or your work do you most often encounter and why is it wrong? 

Mauricio> One common misconception is that I may prioritise aesthetics over storytelling. In reality, my approach centers on marrying visuals and narrative seamlessly. Visual appeal is a means to enhance the story's impact, not a substitute for it. I believe that a strong story, supported by compelling visuals, creates a lasting impression.

LBB> Have you ever worked with a cost consultant and if so how have your experiences been? 

Mauricio> (If this includes agents or people who manage me) Yes, I've collaborated with cost consultants (agents) on various projects. These experiences have been valuable as they ensure responsible budget management without compromising creative integrity. Effective communication and understanding between all parties are key to finding the right balance between creative vision and budget constraints.

LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it? 

Mauricio> Once, during a shoot, we unexpectedly lost a key location and in a very difficult place out in the desert in Mexico due to unforeseen weather circumstances. To resolve it, we quickly adapted the script to a different location and creatively reworked the scenes, that meant that we had to drive miles away to Ciudad Juarez where there is a latent danger there and found an incredible Dune area that worked perfectly. This challenge pushed us to think on our feet and resulted in a unique, unexpected twist that actually enhanced the story.

Stories like this I have a few but this is one I felt a bit of that adrenaline rush due to personal safety.

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

Mauricio> Collaboration is vital, but protecting the core idea is equally crucial. I maintain open communication by explaining the creative choices and the reasoning behind them. This fosters trust. However, I also ensure that any proposed changes align with the original concept's essence, preserving the integrity of the project.

LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?  

Mauricio> I'm a strong advocate for diversity in the industry. Opening doors to a more diverse talent pool brings fresh perspectives and enriches storytelling. I'm absolutely open to mentoring and apprenticeships, as they provide opportunities for aspiring talents from diverse backgrounds to learn and grow within the industry.  

LBB> How do you feel the pandemic is going to influence the way you work into the longer term? Have you picked up new habits that you feel will stick around for a long time?

Mauricio> The pandemic accelerated the adoption of remote collaboration tools and virtual production techniques. I believe these will continue to be integral in the future. Additionally, the importance of adaptability and contingency planning has been emphasized, which will remain vital in the long term. 

LBB> Your work is now presented in so many different formats - to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)?

Mauricio> I always consider the multiple formats in which the work will be presented. While the primary focus is on the core narrative, I ensure that the visuals and storytelling elements are flexible enough to adapt to various formats, whether it's traditional broadcast, social media, or emerging platforms.

LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?

Mauricio> I embrace new technology as a tool to enhance storytelling. I keep a close eye on emerging tech trends and explore their creative potential. For instance, virtual production can create immersive environments, and AI-driven visuals can offer innovative storytelling possibilities. I'm open to incorporating these technologies when they serve the narrative.

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

Mauricio> I would say I have a few. Depends but I feel that the luxury market is how I can truly show what I like. Attention to casting is key for me and in jobs that are not fashion or lux driven is harder for me to get interesting looking faces.

Also the attention to detail and imagery is quite different for lux.

Right now I'm quite obsessed with a narrative fashion piece I'm working on NOTHING SPECIAL. I'm already seeing that in Europe Creatives feel interested in the look and feel of it as it is quite fresh.