Today we’d like to introduce you to Diego Serrano.
Hi Diego, we’d love for you to start by introducing yourself.
I’m a Peruvian-American filmmaker, born in San Diego and raised in Peru. I was still in college when I reached out to Fernando Iyo, one of the most respected creatives in Latin American advertising, hoping to secure an internship, even though I didn’t yet have a portfolio. Instead of turning me away, he referred me to Jorge Carmona, an established director in the Peruvian film industry.
That introduction changed everything. I began working on set as a production assistant and later as a 2nd Assistant Director, learning the craft from the ground up. That’s where my journey in film truly began.
I co-founded Cholo Film, building projects from the ground up with care and intention. My short documentary Supay went on to win multiple international awards, screen at over 15 festivals, and stream on Amazon Prime Video, a full-circle moment.
Over the years, I’ve produced numerous branded campaigns and directed work for brands and institutions such as SMU, the UFC, and La La Land Café, always bringing a cinematic lens to commercial projects. I’m currently collaborating on multiple branded campaigns with the marketing agency Masterpiece Sites.
At the same time, I’m developing a new documentary and a dance short film, continuing to explore culture, movement, and identity through film.
I’m committed to continuous growth, always chasing the same feeling that made me fall in love with filmmaking in the first place.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
My path hasn’t been linear. When I first moved to Dallas, I took on warehouse shifts and delivery jobs to stay afloat while building my career in film.
Even in professional roles, it hasn’t always been easy. There were periods when I went months without being paid by a client, a difficult but eye-opening lesson in the realities of the creative industry. It taught me the importance of boundaries, contracts, and protecting the value of my work.
Those experiences taught me to navigate challenges, stay persistent, and keep moving forward no matter what. Every struggle along the way has shaped how I approach my work today: with resilience, focus, and a drive to create projects that truly matter. Also learning when to say no, and what measures to take to protect myself and my work
Appreciate you sharing that. What else should we know about what you do?
I’m a filmmaker, director, and editor specialized in cinematic, documentary-style storytelling. I create branded content, commercials, and short documentaries, also shot plenty of music videos.
Music and cinematography are central to my work, I believe the lens we choose is as important as the story we tell. Storytelling always comes first; gear and technology serve it, never the other way around. I see AI as a tool that can support the process, but storytelling will always be rooted in human perspective and emotion.
My experience goes from zero-budget productions to large-scale shoots, yet my goal is always the same: to make every project feel seamless, cinematic, and alive. I’m proud of my work because it reflects continuous growth and a commitment to my craft and myself.
What sets me apart is perspective and approach: I collaborate closely with my team, problem-solve on the fly, and treat every project, commercial or independent, as a chance to create something memorable and lasting.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
I think the effect of AI is being overblown. Films — and especially documentaries — will not be replaced. AI is a powerful tool that can make the process faster and more efficient, but the core of filmmaking will remain the same: storytelling driven by humans, emotion, and perspective. We will still shoot with cameras, craft narratives, and create experiences that resonate. What’s often underestimated is that audiences value art made by humans. The human touch, intention, and perspective can’t be replicated by algorithms and prompts.
Contact Info:
- Website: https://diegoserranoiturri.com/
- Instagram: https://www.instagram.com/notdiego_____/
Image Credits
Joaquin Salas
Guy Rogers
Ellen Yang
