Los Angeles – Mexico's Sergio Guerrero has succeeded throughout his extensive career behind the camera, both for television and the movies, to capture images that show the pride of being Hispanic.
Though his chief vocation is directing, Guerrero also writes and produces.
At age 51, he has made more than 500 commercials, created and produced television series and was also co-writer of the film "Un Dia Sin Mexicanos (A Day Without Mexicans), together with Sergio Arau and Yareli Arizmendi.
"My projects always have a bicultural, bilingual, binational element. Highlighting the values of Latinos in the United States, in one way or another, has been a mission for me," Guerrero said in an interview with Efe.
"I came to this country to study cinema and after I graduated from the University of Southern California in 1984, I discovered that film was a great way to express who we are," he said.
A recent graduate, he was waiting to be seen in a conference room at MIM Records in Los Angeles, when suddenly two producers came in talking about how hard it would be for them to make a Spanish-language version of the 1985 all-star charity single "We Are the World."
"We don't speak Spanish, they said. And I told them 'I speak Spanish.' 'And what do you do?' they asked me. And I said 'I'm a director.'"
He showed what he could do and got his first good job, directing the music video of the Spanish rendition, "Cantare, Cantaras," with the participation of 50 Hispanic artists.
With his company IndiEye Productions, Guerrero developed the visual style the defines his work and that for almost 20 years has had him directing commercials for the Latino market in the United States and for audiences in his native Mexico.
Brands like Bud Light, Nissan, Citibank, MasterCard, Verizon, Got Milk?, Kraft, Banamex and Pegaso have entrusted the entrepreneur with many of their big-budget audiovisual campaigns.
Notable are his two award-winning ads for Corona beer that used the Great Wall of China and Moscow's Red Square as backdrops.
"We practically went around the world with that campaign bringing 'Mexican-ness' to every corner on earth through a product. In my view their are no borders, no discrimination - we show what is beautiful about every culture and the enrichment it brings nourishing ourselves on each one. We all have something to contribute, something to learn, something to feel," Guerrero said.
He won an Emmy for producing and directing a series of news reports on the U.S. Labor Department's Job Corps program, which helps young people get a high school diploma and find and keep a good job.
"I feel very lucky doing the work I do because of the chance it gives me to show off Hispanic life and its values," he said.
"We Latinos are family, work, education, talent, values, principles, and that's what I let people know," he said.