Pablo Rivera

I'm a commercials director with about fifteen years of making brand films. For eleven of those I co-ran La Familia London, a production company where I directed and produced work for Nike, Adidas, Dove, Formula E, Manchester United, BBC Creative, Decathlon and Anthony Joshua's Bulk. That included launching Formula E's Gen3 car and shooting it through the streets of Riyadh at night for the Diriyah E-Prix. These days I bring that same experience into AI filmmaking through my practice, Pabz Lab. I think of it as old craft, new code. The tools are new, but the job hasn't changed: finding the idea, building the look, directing every shot with intention, and cutting it into something that feels real. I treat each AI project like a live-action shoot, with a treatment, a visual world, a shot list, and sound design done properly.