The Argentinean director, Lucía Iturbe, studied Philosophy, Cinema and English Literature at the University of Western Ontario. After returning to Buenos Aires she enrolled at the Universidad del Cine. Her first steps were as cameraman in Chile and later she went deep into photography working with great Argentine photographers. In 2000 she founded her production house with Jorge di Benedetto and created major campaigns for brands such as Coca Cola, Exxon, Ford, HSBC, VW, Sony and Heineken, some of them awarded in Clio and Cannes, among others festivals.
She loves to share her passion with creatives and teams. She is based in Mexico and is part of the Rosa Content family, working between the US, Mexico and Argentina.
Q: When did you decide to be a director full time?
LI: When I started studying film ... At that time, filming was very difficult, almost a utopia. I think my generation has some of that in their blood, we are warriors.
Q: What drives you when you arrive to a set?
LI: Teamwork, without doubts .. The magic of cinema comes from teamwork, seeing how projects transformed and grow from collective work. I love learning about better ideas than mine.
Q: With which brands have you worked with recently?
LI: I shot a commercial for Avon, one for Inmuebles 24, and made two very nice graphic campaigns in Mexico for Modelo and Pepsi Black.
Q: Are you currently working on a fiction or documentary project?
LI: Yes, it is a documentary project. It is about networks, what are they voicing, and about ordinary people who are no longer so ordinary.
Q: What advice would you give to a woman director who is beginning her career?
LI: To trust herself.
Q: Where is Lucia Iturbe heading?
LI: I think we are small parts of a machinery and heading to a to an unknown destination.
Rosa Content, US
Contact: Jorge Larrain Watch video