Clients: Allianz + Enaleia
Director: Fito Pardo
Cinematographer: Fito Pardo AMC
A cinematic look into the industrial maritime operations at the Port of Bilbao. Directed and shot for Allianz and Enaleia, this commercial highlights the specialized expertise of commercial diving through a gritty, naturalistic lens that captures the raw scale of the harbor.
Filmed at the industrial port of Bilbao, Spain, this commercial captures the technical and high-stakes world of commercial diving. The project highlights the partnership between Allianz and Enaleia, focusing on the grit, precision, and heavy-duty maritime operations required in a commercial harbor.
I focused on capturing the raw, metallic textures of the port environment. Using the natural, overcast light of Bilbao, the cinematography emphasizes the massive scale of the industrial machinery contrasted with the detailed, specialized work of the divers.
Directed and Cinematography by DP Fito Pardo AMC
Invasión Zombie (Interactive Campaign)
Presented by: La Feria de Chapultepec & Mirinda
This interactive horror-comedy campaign follows a group of teenagers who sneak into the iconic "La Feria de Chapultepec" amusement park after hours. Their late-night adventure takes a dark turn when they accidentally awaken an army of zombies. The campaign was designed as a "choose-your-own-adventure" experience, where the audience makes critical decisions—like hiding in a carousel or fleeing to the high tower—to determine the characters' survival.
The project blends the tension of a classic zombie flick with the vibrant, chaotic energy of a night at the fairground. It’s a fast-paced "horror-lite" experience that feels both immersive and cinematic.
To capture the urgency of the chase, the cinematography relies heavily on dynamic handheld movement, keeping the viewer in the middle of the action. The visual language utilizes the natural neon and practical lighting of the amusement park to create high-contrast, atmospheric night scenes without losing the commercial’s punchy color palette. The technical challenge was ensuring visual consistency across multiple branching narratives while maintaining a sense of escalating stakes through lighting and composition.
Production Company: Katarsis Films Mexico
Cinematography by: DP Fito Pardo AMC
Eternal Secret Campaign (2015)
This campaign highlights the resilience of skin against daily stressors like sun, pollution, and stress. It showcases Eternal Secret’s dermo-technology line as an essential part of a modern woman's lifestyle. From quiet morning rituals to high-energy social moments, the narrative celebrates the confidence and radiant health that comes from professional-grade skincare.
To achieve a "high-end cosmetic" aesthetic, the cinematography features soft, high-key lighting designed to emphasize natural skin textures and glow. We used a combination of fluid camera movements and intimate close-ups with a shallow depth of field, creating a bright and polished look that aligns with the brand’s focus on health and beauty.
Director: Renan Bendersky
Cinematography: Fito Pardo AMC
Production Company: Metraje Films
Brand: Eternal Secret / Dr. Simi / Farmacias Similares
Farmacias Similares: "Lo Mismo Pero Más Barato" (2015)
This campaign highlights the accessibility and national reach of Mexico's most iconic pharmacy brand. The series of spots blends the playful, high-energy personality of the Dr. Simi mascot—featuring his famous dance moves and moonwalk—with more grounded, community-focused storytelling. From the bustling city to the beach and the mountains, the message remains clear: quality healthcare and affordable medicine are available to everyone, everywhere.
The cinematography utilizes a high-key, commercial lighting style for the studio-based pharmacy sets to create a bright and welcoming atmosphere. For the "Lugares" (Locations) spot, the focus shifted to capturing diverse natural lighting across various environments—from the harsh sun of the coast to the soft, cool tones of the mountains—ensuring a consistent "clean" aesthetic while respecting the unique textures of each location.
Director: Roger Gomez
Cinematographer: Fito Pardo AMC
Production Company: Metraje Films
Brand: Dr. Simi / Farmacias Similares / Fundación BEST
Himno de los Gallos Blancos de Querétaro (2015)
This project is a visually stunning tribute to the heart of Mexican football. It captures the deep-rooted history of the Gallos Blancos de Querétaro, the resilience of its players, and the unwavering passion of its supporters.
The cinematography emphasizes the electric atmosphere of the stadium and the soul of the city, using high-caliber visual techniques to bring the team’s legacy to life.
Production House: Kuter
Producer: Jonnathan Bouzali
Director: Armond Cohen
Cinematographer: Leon Chiprout AMC
2nd Unit Cinematographer: Fito Pardo AMC
Nestlé Total Digest – "Modern Wellness" CampaignÂ
A dynamic 20-second visual narrative showcasing the health benefits of ActiFibras technology. The spot focuses on clarity, health, and vitality, seamlessly connecting a modern daily routine with the functional benefits of the product.
The cinematography utilizes high-key natural lighting and open spaces to evoke a sense of freshness and well-being. I prioritized detailed product shots (macro) to emphasize branding and food textures, all tied together with fluid camera movements and a rhythmic edit.
Cinematographer: Fito Pardo AMC;Â
Agency/Production: Ares Mexico;Â
Brand: Nestlé.
"Verano Mágico" Campaign, La Feria de Chapultepec (2017)
This series of high-energy spots captures the essence of a "Magical Summer" at one of Mexico’s most iconic amusement parks. The campaign follows families and groups of friends as they experience the thrills of the park—from the adrenaline of the roller coasters to the refreshing splashes of water rides—emphasizing accessibility and the joy of shared moments.
To put the viewer in the middle of the action, we utilized a mix of dynamic camera techniques. This included immersive point-of-view (POV) shots on the roller coasters, sweeping aerial views to showcase the scale of the park, and fluid handheld movement to capture the spontaneous emotions of the visitors. High frame rates were used to emphasize detail in the water splashes and the genuine expressions of joy.
Director: Juan Carlos Elias
Cinematographer: Fito Pardo AMC
Production: Katarsis Films
Location: La Feria de Chapultepec, Mexico City
La Feria de Chapultepec: Zona de Nieve (Snow Zone) Campaign (2017)
This series of commercials captures the magical arrival of winter in the heart of Mexico City. The campaign highlights the park’s transformation into a seasonal "Snow Zone," where families and children experience the thrill of sledding, snowboarding, and playing in real snow. The narrative focuses on the wonder of the holidays and the joy of shared family experiences within a classic amusement park setting.
The cinematography utilizes dynamic, fluid camera movement to keep pace with the action on the snow slides and rides. To enhance the "magical" feel of the campaign, the focus was on a bright, saturated color palette and the use of high-speed capture to create cinematic slow-motion moments of snow in mid-air and genuine expressions of wonder.
Director: Juan Carlos Elias
Cinematographer: Fito Pardo AMC
Production: Katarsis Films
Location: La Feria de Chapultepec, Mexico City
La Feria de Chapultepec Campaigns (Retrospective Compilation, 2022)
This project is a curated compilation of various commercial campaigns created for the iconic La Feria de Chapultepec amusement park before its closure. It showcases a range of seasonal and thematic attractions, including the magical holiday-themed "La Feria de los Deseos" (Fair of Wishes) and the high-intensity, interactive "Invasión Zombie" campaign.
The cinematography emphasizes vibrant night-time lighting and high-contrast environments. It features a mix of macro photography for wildlife exhibits, expansive aerial views of the park's architecture, and fast-paced, kinetic camera movement to capture the adrenaline of the "Invasión Zombie" sequences.
Director: Juan Carlos Elias
Cinematographer: Fito Pardo AMC
Client: La Feria de Chapultepec
Production: Katarsis Films
EscuderÃa Telmex Formula 1 Campaign (2012)
This campaign celebrates EscuderÃa Telmex's 10th anniversary and its milestone achievement of bringing Mexican talent to Formula 1. The commercials feature F1 driver Sergio "Checo" Pérez performing a street demonstration in his home city of Guadalajara, capturing the excitement of the local crowd and the pride of a nation as their homegrown hero ascends to the pinnacle of motorsport.
The 2nd unit cinematography focused on capturing the fast-paced action and the emotional connection between Checo Pérez and his fans. This involved high-speed camera work, dynamic handheld shots within the crowd, and carefully composed wide shots to showcase the scale of the street demo against the backdrop of iconic Mexican landmarks.
Director: Manolo Caramés
Director of Photography: Chuy Chávez
2nd Unit Cinematography: Fito Pardo AMC
Featuring: Sergio "Checo" Pérez
Location: Guadalajara, Mexico
StudioF Campaign 2015
The Art of Denim: Studio F Fashion Showcase
Oriental Chic: Studio F Fashion Film
The Art of Fashion: A Cinematic Look at Studio F
Tropical & Leather: Studio F Collections
This series of four films was produced during an intensive one-day shoot to launch Studio F's diverse seasonal collections. The campaign highlights the brand's versatility, moving from "The Art of Denim" and "Oriental Chic" to the vibrant "Tropical & Leather" collections. Each piece captures the essence of modern femininity through dynamic movement and high-fashion staging.
My objective was to maintain a high-fashion aesthetic across a demanding one-day production schedule. I utilized high-contrast studio lighting and dynamic on-set direction to create the movement necessary for the campaign’s signature split-screen visual style. The cinematography focuses on sharp textures and fluid posing to elevate the presence of each garment.
My objective was to maintain a high-fashion aesthetic across a demanding one-day production schedule. I utilized high-contrast studio lighting and dynamic on-set direction to create the movement necessary for the campaign’s signature split-screen visual style. The cinematography focuses on sharp textures and fluid posing to elevate the presence of each garment.
Director & Cinematographer: Fito Pardo AMC
Client: Studio F (Cali, Colombia)
Production Company: KuterÂ
Sixto Zetina Mayoral Campaign (2012)
Political Party: PAN
This commercial for Sixto Zetina's mayoral campaign (PAN Party) moves away from traditional political "talking heads" to showcase a rhythmic, human-centric mosaic of the city's heartbeat. From the famous strawberry fields to the local garment factories and schools, the cinematography focuses on the diverse faces of the community as they "raise their hands" for a better future.
Working under the direction of Claudio Sodi and produced by Juan Carlos Elias, our goal was to capture the authentic spirit of Guanajuato through evocative lighting and intimate close-ups. This shoot was a rewarding field trip that allowed the team to document the pride and industry of Irapuato's citizens.
Cinematography: Fito Pardo AMC
Director: Claudio Sodi
Producer: Juan Carlos Elias
Production: Katarsis Films
Red Bull Energy Shot Commercial (2014)
The narrative follows a high-performance professional transitioning from a demanding urban environment to the liberating landscapes of the Mexican highlands. By using Red Bull Energy Shots, the protagonist maintains his edge and focus, moving seamlessly from a sleek office setting to a rugged outdoor adventure.
The cinematography utilizes a contrast in lighting and movement to distinguish the two worlds. Sharp, cool-toned interior lighting defines the professional segments, while the outdoor sequences leverage the vast, natural light of the Hidalgo valley. Dynamic close-ups and car-to-car tracking shots emphasize the product's association with speed and revitalization.
Director: Rodrigo Mendoza Walker
Cinematographer: Fito Pardo AMC
Location: Hidalgo, State of Mexico
The First Ever Canon C500 Footage (2012)
History was made with this project. In 2012, I had the distinct honor of capturing the first-ever footage globally using the Canon EOS C500. Commissioned by Canon Mexico, this was more than a commercial; it was a high-stakes "no-holds-barred" stress test designed to push the limits of the industry's newest 4K RAW sensor.
Director and Cinematographer: Fito Pardo AMC
Executive Producer: Juan Carlos ElÃas (Katarsis Films)
Client: Canon Mexicana (Yasuhiro Suzuki, Michael Choki, Eduardo Aguilar, Ricardo González)
ALE (AerolÃneas Ejecutivas)Â
Industrial Film / Brand Film
Go behind the scenes of this high-intensity industrial production for AerolÃneas Ejecutivas (ALE), the leader in Mexican executive aviation. Directed by Jonnathan Bouzalli and produced by Kuter, this film showcases the logistical complexity and visual elegance of a fleet in motion.
The Cinematographer’s Dual Challenge For this project, my role extended beyond traditional cinematography. Serving as both DP and Aircraft Logistical Coordinator, I was responsible for the technical discipline required to stage heavy jets within the Toluca hangars and coordinate high-speed helicopter maneuvers. Every frame was a balance of creative vision and extreme technical precision.
Staging the Fleet:Â Expertly choreographed placement of jets and helicopters at Toluca International Airport for maximum cinematic scale.
Aerial Mastery:Â Dynamic air-to-air footage capturing the elegance of the fleet over the sprawling Mexico City skyline.
Industrial Luxury:Â A visual narrative that bridges the gap between mechanical excellence and five-star executive service.
Client: ALE (AerolÃneas Ejecutivas)
Production Company: Kuter
Director: Jonnathan Bouzalli
Cinematography: Fito Pardo AMC
Mexican Federal Police Recruitment Campaign (2011/2012)
An official recruitment spot designed to showcase the prestige and professionalism of the Mexican Federal Forces. The narrative highlights the integration of high-level intelligence, scientific research, and elite tactical units working together to build a safer nation.
As the 2nd Unit Cinematographer, my objective was to capture "tactical realism." I focused on the high-tech environments of the Intelligence and Scientific divisions, utilizing cinematic lighting and precise camera movement to emphasize the scale, technical precision, and prestige of the Federal Forces.
Director: Manolo Carames
Director of Photography: Chuy Chavez
2nd Unit Cinematographer: Fito Pardo AMC