Where are you originally from, and where do you currently reside?
I am from Torreón Coahuila, México, and currently I reside in Monterrey Nuevo León, México.
What do you enjoy doing in your free time? Any favourite sports or hobbies?
Grilling nice and juicy steaks and all kinds of food for my family and friends. I like to watch the NFL.
How did you get into the AV industry, and what was your journey to your current role?
I have always loved technology. I started looking at projection as a way of transforming spaces, and right away I knew it was for me. Of course you start thinking on other tech that goes alongside it, like spatial audio, content, software, media servers, lighting, automation, and so on.
I started playing around with projection mapping about 25 years ago – it was hard but fun, and a lot of mistakes were made, but those mistakes paid off. We got better not for having more errors but fewer, and when you see the looks on the faces of your crowd – emotions, laughs, tears, memories created – you’re really making something meaningful for somebody through technology. That feeling is indescribable, so going from being an advertising agency executive to having my own company was amazing. I went from being marketing manager for Tyson Foods to someone specialised in using technology to improve our clients’ experiences.
After that, I moved to Monterrey with a large corporate events company, where I consolidated the video-mapping and technology area as a senior producer and specialist. Big brands, big events – I lasted there 16 years. I was always learning, always collaborating, always trying to make the best use of whatever technology we had at hand.
Today I am part of AVIXA’s Education Advisory Group LATAM, an active member of the WXO World Experience Organization, AV committee leader for Cluster de Medios Creativos de Nuevo León, part of the Creators Circle for Disguise, and a member of The Mapping Society – more than 150 artists from around the world dedicated to video mapping and digital arts. I now work as manager for new markets and technology at Serpro Producciones, and I really enjoy it.
What are your thoughts on the future of the industry? How is your company addressing potential challenges?
The future of the industry is going to be hard but fun – tons of new ways of doing things, faster learning, the use of AI, better and more efficient products, humanisation, integration, the meaning economy. It will all be a mix of new concepts with old ones, new talent emerging alongside old hands. At Serpro we believe in having the best technologies in order to provide the best creative solutions. Tech itself is just that – but with intention, heart, craft and a properly oiled machine, you become unstoppable. We use L-Acoustics L-ISA, Zactrack, Disguise, Robe, MA Lighting, Panasonic and more, so we are always pushing our boundaries and looking for new ways of doing more.
Any exciting news you’d like to share – upcoming projects, tech developments, or plans for 2025 and beyond?
Big collaborations worldwide, the Global Technical Force – tech staff who can make things happen anywhere in the world, major rental projection work for Latin America, a training facility for some of the brands we work with, and our studio stage opening in late 2026 in Monterrey.
What excites you most about working in AV every day?
The people I meet, the people I get to collaborate with, and being able to share experiences using technology. I love being able to create memorable experiences for our audiences.
What’s the most valuable leadership lesson you’ve learned during your career in AV?
Experiment, experiment, experiment – like a child. Curiosity over everything, like a child. Openness to everything coming, again, like a child. Empathy to everyone and every situation. And finally, be optimistic – radically.
What advice would you give to someone looking to build a successful career in pro AV?
Listen, act and learn – not necessarily in that order, but keep moving. Get to meet the industry leaders, make your own community or find one – we take care of our own.
In this field, as in many others, you learn by doing. Master your craft and you will open doors you may not even have known were there.
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