DANIEL FUENTES

Creative Lead & visual storyteller

Daniel Fuentes is a multidisciplinary visual storyteller from the American Southwest, crafting emotionally charged narratives across film, music, and brand storytelling.

With over a decade of experience spanning broadcast television, award-winning advertising, and cinematic productions, he moves seamlessly from concept to final edit, building visual worlds that are intentional, culturally aware, and commercially impactful.

Whether directing a branded campaign or creating a cinematic world, his focus remains the same: to create work that feels human, purposeful, and unforgettable. Guided by a simple belief—it’s never about the tools, but how you use them to capture emotion, meaning, and story.

emotion In every frame

Through cinematic storytelling and thoughtful direction, I craft visual narratives that connect emotion with purpose. From concept to final frame, my work blends cinematic storytelling with strategic vision to create visual worlds that leave a lasting impression.

Commercial campaigns

Sangria Señorial

#likenothingelse

Directed the visual language for the Sangría Señorial commercial campaign that reimagines the brand’s cultural heritage through a contemporary lens. The concept pays homage to the drink’s Spanish and Hispanic roots while reflecting the vibrant identity of Gen Z Latino communities in the United States. Through a diverse cast and a bold, colorful visual style, the campaign celebrates tradition while embracing the evolving cultural expression shaping the future of Sangría Señorial.

GILEAD: Descovy for prep

Every DESCOVY user has a story

Served as on-set Technical Director for Meet Sergio, a commercial campaign for Gilead’s Descovy for PrEP that introduced real Descovy user Sergio through a reality-series style narrative. The spot follows Sergio, his family, and his partner Rey—who is HIV positive—highlighting how PrEP enables them to maintain a healthy and normal relationship.

Working as the primary on-set lead, I directed cast coordination and production design execution while overseeing principal photography. With the broader production team and stakeholders monitoring remotely, I served as the on-site liaison, managing live direction, implementing creative and stakeholder feedback in real time, and ensuring Sergio’s story was captured with authenticity and care.

SOUTHWEST UNIVERSITY WINTER DREAMS

From Injury to Triumph

Directed on-set storytelling for Winter Dreams, a commercial campaign for Southwest University promoting careers in healthcare education. The film follows an injured figure skater reflecting on her lost ability to compete until a physical therapist enters her life, guiding her through recovery and ultimately helping her return to the ice. The campaign aired as over-the-air television advertising during the Winter Olympics 2022 broadcasts, reaching a wide national audience in the Southwest.

Through performance direction and collaboration with the cinematographer, I shaped the emotional arc of the story—capturing the transformation from injury to triumph. The campaign highlights the impact healthcare professionals can have on people’s lives, inspiring future students to pursue careers in fields such as physical therapy, nursing, and medical technology. The project earned a Gold award for Best Directing at the The Telly Awards for its storytelling and visual execution.

Identity Through Visual Campaigns

Creative Director of artistic campaigns exploring visual identity, symbolism, and cultural expression—blending contemporary art influences with bold, emotionally driven imagery to create distinctive musical visual narratives.

ERVAN, VOLAR

Creative Direction & Production Lead

Concept Development, On-Set Direction, Full Production Pipeline Management, Post-Production Lead.

Volar—Spanish for “to fly”—is not about physical flight, but about the emotional velocity of nostalgia. The visual narrative explores the frantic urge to outrun the present in search of a past moment where happiness and freedom once felt real. Through cinematic imagery and performance-driven storytelling, the project captures the tension between memory, longing, and the desire to return to a simpler time.

BILLZ, AINAO

CREATIVE DIRECTION & PRODUCTION LEAD

THE 1-800, SPACE DAYS

CREATIVE DIRECTION & PRODUCTION LEAD

Concept Creation, Set Design, On-Set Direction, Analog VFX Lead.

For The 1-800’s single Space Days, I took a hyper-literal and comedic approach to the classic breakup trope: "I just need some space." The narrative follows a lead vocalist who takes his partner’s request a bit too far. To ensure she has all the "space" she could ever need, he launches himself out of the stratosphere and into a distant galaxy. The emotional payoff? By the time she realizes she wants him back, he’s already light-years away.

The Aesthetic: Retro-Futurism

To match the song’s upbeat, pop energy, I leaned into a "lo-fi sci-fi" aesthetic. I drew inspiration from 1950s cinema and 90s music videos, opting for a charming, tactile feel rather than cold, modern CGI.

  • Analog Visual Effects: We bypassed green screens in favor of mid-century filmmaking techniques. Using a screen and projector, we created "rear-projection" effects to simulate space travel, giving the video a nostalgic, 1950s movie-set texture.

  • Set Design: I directed the creation of vibrant, "pop" environments that felt intentionally staged, emphasizing the fun and slightly absurd nature of the lyrics.

Concept Development, On-set Direction, Post-Production Lead.

For Billz’s reggaeton single Ainao, I wanted to subvert the genre's typical high-energy visuals by exploring the suffocating weight of a breakup. The concept centers on the physical sensation of being "dumped" by the person you love most—a feeling akin to drowning under the pressure of a deep ocean.

The emotional trauma is personified through the metaphor of being shot by his ex-partner, a visual "wound" he carries through the depths. Until Billz finds the internal strength to let go of the relationship, physically breaking the surface to take his first breath of recovery.

To heighten the emotional stakes, I moved away from vibrant colors and instead leaned into a Crime Noir aesthetic.

  • Silhouette Storytelling: I utilized heavy shadows and high-contrast lighting to tell the story through shapes rather than clear details, adding a layer of mystery and universal relatability.

  • Atmospheric Tension: The visual palette was designed to feel cold and claustrophobic, contrasting the warmth of the song's rhythm with the chilling reality of the lyrics.

NARRATIVE CINEMA

In the world of narrative cinema, a frame is never just a background—it is a silent narrator. My work at the forefront of the Director of production design is rooted in the belief that Mise-en-scène is the heartbeat of storytelling. Whether crafting a gritty, hyper-realistic interior or an abstract, dreamlike landscape, I use space, color theory, and texture to build worlds that resonate with audiences long after the credits roll.

a bird and a fish (2022)

Production Designer & Art Director

Bringing a director’s vision to life requires more than just an "eye" for design; it requires a mastery of inter-departmental synergy.

  • Visual Cohesion: I work in lockstep with Cinematographers to ensure that lighting and color palettes interact perfectly with physical sets and props.

  • Spatial Strategy: I manipulate physical environments to reflect the internal psychology of the characters—using narrow, cluttered spaces to evoke tension or vast, empty voids to signal isolation.

  • Execution & Leadership: From initial mood boards and 3D pre-visualizations to leading the art department on set, I oversee the full lifecycle of the visual environment.

My commitment to high-fidelity aesthetic standards has contributed to the success of numerous projects on the festival circuit. These films have been recognized both across the country and abroad for their distinct visual identities and immersive atmospheres.

Poison Crue (2023)

Production Designer & Art Director

SELF EXPRESSION AS AN ART FORM

Photos are metaphors, making the abstract concrete and mystifying the mundane. My photography is an exercise in intentionality: every shadow is placed, every color is balanced, and every subject is positioned to turn a fleeting moment into an enduring image.