Lucho Valdes
ADs Executive Producer
My love for this industry begins thanks to my love for music. As a child I loved listening to my favorite songs while I imagined a suitable videoclip for them, listening to “Jump” by Van Halen and imagining people running down the street and a camera chasing them, singing, jumping, running. Acting along with the song.
That love developed until one day my grandfather gave me his old Rolleiflex, instantly discovering my passion for photography. I dedicated myself to traveling around Montevideo with my camera under my arm until in 2013 I started working at a local magazine as a press/social photographer.
In my two years as a photographer, I traveled the entire country from top to bottom. Each day was about going to a new place, whether it was a government building, an exhibition, parks or fields, vineyards or lagoons, there was no corner of Uruguay I didn’t visit. After two years I left my job as a journalist to found YUBI with a friend, a directing duo dedicated to the creation of fashion films. During that time I worked with all the relevant fashion brands in the country and some from Argentina until in 2018 I received a call from Fede inviting me to work with him as a production assistant in the world of commercials. It was love at first sight.
I dedicated myself to producing commercials of all types, sizes and colors. I also worked as a VTR and camera assistant until 2021 when, again, Fede invited me to be part of the Metanoia team. Since then there have been years of tremendous personal and business growth accompanied by a motivated team that always aims for excellence and with a clear objective: enjoy the path we choose to travel
That’s why I bet on Metanoia every day, because I know that the only way to do things well is to enjoy them while we do them.