Ricardo de Montreuil of Altered.LA: This is a crucial time of expansion and evolution for the Hispanic market

For Ricardo Montreuil, Director at Altered.LA this is a crucial time of expansion and evolution for the Hispanic market. “It still hasn’t achieved a defined identity, what makes it a very interesting moment for creative exploration” he said in an interview with PRODU where he shared his experience as Latino filmmaker in the U.S. “One of the most important challenges to stand out in the general market is being able to convince agencies that you, as a director, not only can have and manage a universal language, but that you also understand the American idiosyncrasy” he said. “Both the Anglo and Hispanic markets face different challenges, I don’t believe that it’s easier to reach one or another.” Last year, Montreuil filmed Lowriders for Universal Pictures, with production by Brian Grazer y Jason Blum; stared by Demian Bichir, Gabriel Chavarria, Melissa Benoist and Eva Longoria. In the upcoming weeks they’ll finish the final cut and Marc Streitenfeld will have completed the film scoring. “I’m very excited about the team we have, the audience feedback after watching the movie and willing to release it and share it this year” he said. Montreuil thinks that for a director, the only way to accomplish a successful commercial is having a clear understanding of the creative goal. “The great challenge of directing a commercial is being able to communicate an idea in a very limited amount of time, and at the same time achieving an emotional connection with the audience” he said.