U.S. HISPANIC Versión en español
Marcos Cline of Altered.LA: “One Way to Counteract Production Budget Cuts Is By Having Brands Fill The Financing Gap”
Maribel Ramos-Weiner| 7 de febrero de 2025
Hernán Cerdeiro, Samy Alliance; Marcos Cline, Altered.LA; Alfonso Haces, Beliv Company; Kattia Quintanilla, The Walt Disney Company Latin America, and Roko Izarra, General Director of PRODU
One of the most frequently discussed topics during Natpe Global 2025 was the reduction in production budgets. For Marcos Cline, founder and executive producer of Altered.LA, one way to counteract this is by “seeking brands to fill that financing gap. There are different ways to do this, including product integration. Major networks and streamers already have teams for this. As a producer, you approach the Development team and pitch ideas for series or films.
One of the things my company has been successful at over the years is understanding audience value and knowing that you can find an audience beyond traditional environments. We’ve partnered with clients and advertising agencies to create highly engaging content that can emulate what we see on major networks and traditional channels, but it’s produced within the client’s owned-and-operated (O&O) network, on social media, or different platforms. This allows us to tell the stories we want, connect with audiences, and make some money in the process.”
Marcos Cline, founder and executive producer of Altered.LA
Cline’s remarks were part of the collaborative panel “Engagement Redefined: Collaboration, Co-Productions, and Immersive Experiences in the Streaming Era”, where he was joined by Hernán Cerdeiro, Chief Creative Officer Americas at Samy Alliance; Alfonso Haces, Global Marketing Director at Beliv Company; and Kattia Quintanilla, VP of Disney Advertising Sales and Partnerships at The Walt Disney Company Latin America. The panel was moderated by Roko Izarra, General Director of PRODU.
When asked for advice for someone new to the industry with a great idea but in need of a brand to strengthen their pitch to a platform, Quintanilla from Disney responded: “It all depends on the content—whether it’s long-form or short-form and how the brand is integrated. I work in the advertising division through my creative team, focusing on brand-driven content. Depending on the nature of the project, we find ways to position it on the right platform within the company. However, for long-form content, we have our in-house original production team. They create major content for the company, particularly for Latin America. I suggest reaching out to these key decision-makers and pitching ideas. We’re always open to great ideas, and everyone is looking for strong content these days.”
Cerdeiro from Samy Alliance added that when someone approaches them with a great idea, “we know who to partner with. At the end of the day, it’s about finding the best situation for all parties involved—brands, platforms, and even production companies. We excel at bringing people together and connecting with different audiences.”
Haces from Beliv Company highlighted another approach: “The traditional process is going through an agency. The agency is the gatekeeper, regardless of the brand’s strategy. However, today we live in a connected environment. With so many open platforms, I believe it’s easier for independent producers to reach brands directly.”
COMMERCIAL PRODUCTION
Another topic discussed was commercial production and its relevance. “Commercials are still a very important part of my business. However, when we sit down with brands and agencies, we take a holistic 360-degree approach to strategy—how the commercial and the messaging are structured.
The way we see it is that there are commercials, but also integrations. We create customized content that tells those stories because we are experts in storytelling—just like Disney. We can craft stories for brands that are not disruptive to the consumer. The user experience is crucial for us. Our goal is to add value to the brand by positioning it where the consumer is engaged and in a way that complements what is happening at that moment,” Quintanilla explained.
She cited El Encargado, a Disney original series with four seasons produced in Argentina, as an example. “Many brands have approached us wanting to be part of the content. There is a way to do it, but it has to make sense. There is a lot of interest when it comes to content that resonates and connects,” she concluded.
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