ALTERED.LA Continues Cross-Border Expansion with Mexico Growth

Global production company ALTERED.LA has officially launched a Mexico hub, led by seasoned executive producer Verónica Valadez P. The move builds on years of successfully servicing international campaigns from Mexico, and marks a strategic expansion in a fast-growing market.

Intent on building a team that complements one another, executive producer and founder Marcos Cline-Márquez, and executive producer Veronica Valadez P. speak to LBB’s April Summers about how the latter’s decades of experience and deep industry relationships will ensure everything runs smoothly day-to-day, giving the producers space to focus on the craft with global reach.

LBB> Marcos, you described searching for the right EP for years. What qualities were you holding out for, and how did Veronica fit that vision?

Marcos> The Mexican market is one of the most exciting, but also toughest in the world. It’s highly competitive, fast-moving, and can burn people out. For years, I kept meeting two types of professionals: those who had been ground down by the pace, and those who jumped from company to company without building something lasting. As I’m not based in Mexico full-time, I needed someone I could truly trust to lead: optimistic, incredibly hardworking, connected, and experienced enough to take charge of a new division.
Veronica brings decades of experience, deep industry relationships, and a collaborative spirit. Our shared vision for growth, respect for crew, and commitment to craft made her the perfect partner to lead ALTERED.LA’s Mexico expansion.

LBB> And Veronica, what made ALTERED.LA the right next chapter for you?

Veronica> After more than two decades at Catatonia, I felt it was time to close that chapter and challenge myself with something new. What drew me to ALTERED.LA is its fresh and innovative spirit. It’s a company that feels global in its vision, but very grounded in creativity, and that energy excites me.

Partnering with Marcos was a natural step, because we’ve collaborated before and share the same drive to push boundaries. For me, ALTERED.LA represents not only continuity in my career, but also the chance to explore new perspectives, new markets, and keep reinventing myself.

LBB> What values or creative philosophies do you share that made this partnership click?

Veronica> Marcos and I share a very similar philosophy as producers. We both value professionalism, integrity, and a strong respect for the creative process. Having worked in the industry for many years, we’ve developed the same vision of how the business is evolving, and the kind of work we want to champion.

On a personal level, I admire Marcos’s work – his projects show both talent and commitment to excellence. That combination of shared values and genuine admiration is what made this partnership feel so natural.

LBB> Marcos, what was it about your previous experiences working with Veronica that convinced you she was the right person to lead this expansion?

Marcos> Long before ALTERED formally expanded into Mexico, we would work with Veronica’s company as our production services partner. In many ways, she was already an extension of ALTERED. She understands our expectations, our pace, and our way of treating people because we shaped those characteristics together.

What really stood out in those collaborations was her balance: she approaches the work with incredible seriousness and professionalism, yet always brings optimism, humour, and a genuine joy for what we do. Anyone in this business knows how much time we spend together under stressful circumstances and Veronica has a way of making even the toughest days feel collaborative and inspiring. Add to that her deep industry relationships, her reputation, and her decades of experience, and it was clear she wasn’t just the right choice – she was the only choice.

LBB> Veronica, you’re bringing both directors and a seasoned co-EP, Encarna Moreno, into the fold. How does that impact your ability to hit the ground running?

Veronica> Having Encarna by my side is a huge strength. She’s been my creative partner for years, and we’ve developed a way of working that is seamless and intuitive.

On top of that, directors Lorena de Fatima and Mateo Hincapié are joining us! They have grown alongside me throughout my journey, so there’s already a strong trust and shared language between us. Bringing this team into ALTERED.LA means we’re stepping in with proven chemistry, aligned vision, and the confidence to hit the ground running from day one.

LBB> How does a Mexico hub fit into ALTERED.LA’s overall growth strategy?

Marcos> For us, Mexico is both a natural and strategic next step. ALTERED was born in Los Angeles, but has always thrived by connecting US brands with the best production talent across Latin America. Mexico is a place with deep craft, diverse locations, and a creative culture that we know well.

This expansion is about more than geography; it’s about scale and balance. Having a strong presence in Mexico City allows us to compete for local advertising projects while also servicing US and global campaigns with the efficiency, talent, and cultural fluency that Mexico uniquely offers. It’s another step in building a network of hubs that makes us agile, resilient, and truly global-yet-local… or as we call it, ‘glocal’.

LBB> Tell us more about this ‘glocal’ approach – how will that philosophy come to life in Mexico specifically?

Marcos> ‘Glocal’ isn’t just a buzzword for us; it’s how we’ve always operated. Whether it’s the nonprofit campaigns we’ve produced stateside, or our partnership in Colombia with Vibra en Alta, J Balvin’s foundation, we’ve consistently shown that being local means being ingrained in the communities where we work.

In Mexico, that philosophy isn’t new – it’s an expansion of what’s already been happening under Marisol Sahagún’s leadership on the services side. With Veronica and Encarna joining to lead the advertising front, we’re broadening the scope of what being ‘glocal’ means in Mexico. They’ll lead with deep local knowledge and relationships, while tapping into our broader network – from Los Angeles to Colombia – to scale ideas and resources across borders.

So, it’s not about ‘glocal’ coming to life in Mexico for the first time. It’s about deepening roots in a market we already know and love, and creating a stronger anchor for our global ecosystem.

LBB> How do you anticipate ALTERED.LA’s Mexico launch strengthening your creative collaboration across borders (LatAm, US, global)?

Marcos> One of ALTERED’s greatest strengths has always been our ability to move fluidly between markets. What’s happening now in Mexico is not us starting from scratch, Marisol has already been leading our services division there with tremendous success. This expansion builds on that foundation by adding Veronica and Encarna on the local advertising side, giving us a broader and more versatile footprint.

Now, with Los Angeles, Marisol in services, José in Colombia, and Veronica and Encarna in local market advertising in Mexico, we have a cross-border leadership team that’s perfectly positioned to spark collaboration. Clients gain access to multiple markets, each with its own strengths, but all united under the same ethos. We are unlocking new creative partnerships across borders, which is exactly where we see the future of advertising heading.

LBB> Veronica, from your perspective, how has the production landscape in Mexico evolved in recent years?

Veronica> In recent years, production in Mexico has evolved at the same speed as the world itself – fast and constantly changing. Timelines have become much shorter: pre-production windows are tighter, post-production schedules move faster, and budgets are more immediate and lean than they used to be.

At the same time, new tools and technologies have given us ways to adapt to this pace and still deliver high-quality work. For me, the big shift is that success depends not just on creativity, but also on agility and collaboration. That challenge has made the industry more dynamic, and it keeps pushing us to reinvent the way we work.

LBB> How do you plan to balance local market needs with ALTERED.LA’s global outlook?

Veronica> Balancing local market needs with ALTERED.LA’s global outlook is at the heart of what we’re building. Mexico has its own culture, creativity, and ways of working that must be respected and celebrated. That being said, being part of an international network gives us access to resources, knowledge, and innovation from different markets.

My goal is to merge the two: offering Mexican clients productions that feel authentic and tailored to their reality, while also raising the bar with global practices and fresh perspectives. That combination is what allows us to deliver a service that is both deeply local and truly international.

LBB> You’ve already been invited into briefs in the first two days, how does that momentum feel? And how do you plan on building on that momentum?

Veronica> It feels incredible to have that kind of response in just the first two days. For us, it’s not only exciting, but also very reassuring and shows the industry is welcoming this new chapter with open arms.

We’re thrilled to already be working on two briefs, and of course, we hope they become full projects we can bring to life. More than anything, this early momentum gives us energy and motivation to keep building strong relationships and prove the value of what ALTERED.LA can offer in the Mexican market. It feels like the perfect start.