We recently connected with Iván Mena-Tinoco and have shared our conversation below.
Iván, thanks for taking the time to share your stories with us today We’d love to hear about a project that you’ve worked on that’s meant a lot to you.
Budweiser Commercial “Beer Country” for the Superbowl Campaign. “Candy Cane Lane” Film Campaign for Amazon and Habitat for Humanity
First 3D Billboard of the World for Vodafone and BlackBerry
Multiaward winning Shortfilm “Through the Breaking Glass”
“The Trickster of Seville” visuals
Iván, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
TRAILER
I will start with one of my favorite art forms, “cinema,” using the trailer narrative to sketch out some of my latest projects. As a creative director, I recently wrapped up the campaign for Amazon Studios’ latest Eddie Murphy movie, “Candy Cane Lane.” In a unique collaboration with Habitat for Humanity, we brought the movie’s spirit to life by decorating a street with 8 houses, gifting them to 8 deserving families. Recently, my work was showcased in the “440 Years of Spanish Theater” exhibition in Madrid, Spain. It’s still surreal to me that my name was displayed alongside giants like Dalí or Lorca. And, as a director, I’m in the throes of developing the feature film “Birth.” I hope this glimpse has caught your attention, as we navigate the attention economy where indeed, our focus is the currency.
A FLAVOR OF EARLY TIMES
It’s a very competitive market out there, a lesson I learned early on growing up in the Basque Country, Spain. My childhood years were invested in studying at the Music Conservatory, among books exploring from being a writer to establishing a teenage rock band, complete with recording an album and performing multiple concerts. Music profoundly influences my emotional world, serving as the cornerstone of my artistic inspiration. Essentially, I transform vibration into images and stories.
After three years studying Engineering to conform to the expectations of my social environment, I gathered the courage to make my first significant move as an adult. So, I packed my suitcase and headed to Madrid, echoing the journeys of many characters from the coming-of-age movies of the ’80s that inspired me. Like them, I was the young soon-to-be man from a small town, embarking on an adventure to the city!
FROM VFX TO DIRECTING
In my final year of a Master’s in Media and Communication, I won a grant to pursue a Master’s in Visual Effects. A year after completing my VFX studies, while sitting in the office of my newly founded company, I received an email that would change my life. In the PS of an email was casually mentioned they were seeking VFX compositors in London. Despite discouragement from close friends and associates in Spain, I used my dad’s flying points to travel to London. After visiting all the major VFX houses within four days, I secured a job. In less than three days, I packed up in Madrid and embarked on a new adventure in a different country.
Working at the postproduction facility Double Negative was my true film school. I learned to care about every frame as if it were a painting, focusing on frame composition, timing of the action, lighting, and more. I had the chance to work with incredibly talented artists on movies like the Harry Potter franchise (spoiler alert: where I designed the spell that kills Cedric) and films directed by Ridley Scott, Oliver Stone, Kenneth Branagh, or Matthew Vaughn. On weekends, I began directing music videos for London bands and shooting demo commercials. Four years in London flew by, and my true calling to tell stories grew louder each day. Dreaming about all I could achieve with the new tools I was learning in VFX, I made the tough decision to leave what seemed like a promising post-production career to focus on my reel as a director for a year. This decision was challenging, with societal pressures urging me to choose the secure path staying in VFX, but I was fortunate to have a partner who supported, encouraged, and challenged me to pursue my passions. I cannot thank her enough.
After an inspiring break in NYC, I returned to Spain to kickstart my career as a director, leveraging my reputation as the “Harry Potter VFX guy.” I directed music videos for top Spanish artists under labels like Universal, Sony, and various indie labels, then transitioned to commercials and larger projects. Specializing in the use of new technologies to enhance storytelling, I directed the world’s first 3D billboard for Vodafone and BlackBerry, designed fashion shows for Mercedes Benz Fashion Week, and won numerous international awards with music videos and campaigns across Europe, Vietnam, and the Middle East. This career has offered the beautiful opportunity to travel, immerse myself in different cultures, and explore diverse ways of thinking and working.
ALICE IN WONDERLAND
In my experience, the notion of working exclusively as an artist belongs to the past. Like many of my colleagues, I’ve found it necessary to assume various roles—entrepreneur, marketer, designer, technologist, and anything else needed—to draw attention to my work and secure the next job.
This multifaceted approach was particularly evident in the production of my film “Through the Breaking Glass.” Initially, no one was willing to produce the film, which I fully financed, due to its numerous challenges. However, I was fortunate to partner with two courageous line producers who helped me steer through the production complexities. For postproduction, I took on yet another role by designing an entire pipeline and online workflow for 50 VFX artists spread in 3 continents. The film achieved significant acclaim, earning numerous international awards and the Honorable Mention of the Jury in Palm Springs, a festival celebrated for spotlighting directors to watch in the U.S. Drawing inspiration from the universe of Alice in Wonderland, the film piqued the interest of U.S. agents and producers.
Going “down the rabbit hole”, I found myself relocating to the United States. The film showcased every artistic skill I possessed, drawing significant attention in Asia, Northern Europe, and the United States. Signing with one of the top agencies and a manager marked the beginning of my next adventure across the ocean.
My debut commercial in the U.S. was Budweiser’s “Beer Country” for the Super Bowl Campaign. Since 2018, I’ve navigated between commercials and developing narrative scripts and IP’s. The relentless pace of the marketing industry often leaves little room for directors to work on personal projects or even maintain a personal life. Also coming from another continent and culture presents unique challenges in penetrating a new market but at the same time can differentiate you.
Los Angeles has opened the door to countless opportunities that were previously unimaginable to me. This city, if one can even call it that, is a melting pot of diverse amazingly talented individuals. It feels more like a rite of passage. You arrive with the intention of chasing your dreams, only to discover you’re actually testing yourself against every facet of life. LA represents a pivotal moment; it’s the ultimate experience of the Western World, akin to Rome during the Roman Empire. It is the epitome of the West in the Western World; beyond LA to the west, by Western standards of viewing world history, you’re already in the East.
ART NO MATTER THE CAVAS
I alchemize projects into art that touches the audiences’ emotional realms. Dedicating the necessary energy and time to understand the distinct needs and goals of brands, I then immerse myself in inspiration to forge compelling narratives. This process seamlessly incorporates the canvas into the creative journey.
Echoing the ethos of my company, “Art no matter the canvas,” this philosophy underlines my unique approach compared to other artists. My canvas varies widely: from high-end fashion shows and Super Bowl campaigns to film festivals, cinema screens, broadcast TV, and beyond. I craft immersive experiences for the world’s largest screens, conceive the first 3D billboard, and bring visual art to Europe’s most esteemed theatres. Through this diverse work, I emphasize that the medium enhances and is inseparable from the message.
TRUST
While the awards, recognitions, and the prestige of projects I’ve been involved in, like the Harry Potter movies or directing a commercial for Budweiser’s Super Bowl campaign, could take the spotlight, they aren’t what I choose to highlight first. Instead, it’s the personal projects that fill me with the most pride. Whether it’s the award-winning short film “Through the Breaking Glass” or the “Candy Cane Lane” campaign for Amazon Studios, these endeavors stand out for me. The essence of a personal project lies in the collaborative relationship forged with the entire team—creatives, clients, production, and more. It’s in these collaborations that true magic emerges, elevating the project beyond its initial scope through the collective creative energy of a united team.
I don’t mean to suggest that it’s all smooth sailing; challenges inevitably arise. Yet, it’s these very challenges that strengthen the project and the team, provided there’s a strong underlying bond. Such projects pave the way for trust—a value I hold dear and find most fulfilling. This trust, cultivated with clients, creatives, and crew, enables marketing to evolve beyond its original goals into a deeply human, creative endeavor. The projects that resonate most with me are those where TRUST is a fundamental component. Building trust is what I cherish most and where I direct a significant amount of my energy. This is why my relationships with clients, agencies, and crew have grown and deepened over the years. Describing this experience as magical barely does it justice, yet it’s a kind of magic that truly enriches one’s life.
I truly love what I do—the challenges, the adventure, and the people I encounter along this journey.
Is there a particular goal or mission driving your creative journey?
Art has always been there for me, like a good friend. It’s given me wisdom, comfort, and motivation. When I feel lost, art helps me find my way again. It teaches me to open up, to feel deeply, and to share those feelings. It’s not always easy, but it’s worth it. I want to give back by sharing stories that encourage self-reflection, increase awareness, and inspire hope for more fulfilling and free lives.
What’s the most rewarding aspect of being a creative in your experience?
Being an artist is all about staying open to the world and to yourself. It means being ready for new ideas, people, and feelings, and letting your art speak for you. It’s an ongoing process of staying true to yourself, peeling away what holds you back. It’s a constant search for your own authenticity. You’re part of a bigger picture, connecting to the long line of artists before you, and it’s your job to see the world in your own way and share that view. Putting yourself out there is part of the adventure and the challenge. For me, it´s living life to the fullest. It’s quite the ride.
Contact Info:
- Website: www.ivanmenatinoco.com
- Instagram: https://www.instagram.com/ivanmenatinoco/
- Linkedin: https://www.linkedin.com/in/ivanmenatinoco/
- Twitter: @IvanMenaTinoco
- Youtube: @imtinoco
- Other: https://wearemta.io/