Argentine Creative Production Pushes Boundaries in the Cultural Landscape

Ciclo Aura 2025 at Teatro Colón

In 2025, Mama Hungara celebrates its tenth anniversary at a critical moment for the cultural ecosystem, doing so with outstanding results. With more than 50 shoots completed during the year, and sustained growth across the sector, the company has taken on a new challenge: Mama Hungara Live, a vertical dedicated to large-scale cultural projects and live entertainment, curated to the highest standards.

Mama Hungara is one of the most influential production companies in the creative audio visual space. Founded by Juan Saravia, Lisandro Ramos and Felipe Yaryura, and joined this year by associate director Hernán Corera, the company has established itself as one of Latin America’s most vibrant creative hubs. Its model, integrating cinema, advertising, the music industry, artistic curation and new cultural narratives, made a decisive leap this year into large-scale live entertainment, positioning Mama Hungara as a key player expanding the traditional boundaries of production.

Mama Hungara Live: the move that changed the rules

That same spirit gave rise to Mama Hungara Live, the live culture and entertainment vertical led by Mariano Nante and Lisandro Ramos. In just one year, MH Live delivered two milestones that have already resonated beyond the audiovisual industry:

• ​Ciclo Aura, an unprecedented operatic event at the Teatro Colón.
  
• ​FUTCON, the world’s first festival uniting football and creativity.
  

Both have become symbols of a new way of producing culture, from the Global South to the world.

Part of the broad and diverse programme at the first edition of FUTCON, the world’s first festival dedicated to football and creativity.

Ciclo Aura: opera as an emotional experience

The launch of Ciclo Aura marked a turning point in Argentina’s music scene. Featuring some of the most prominent voices in contemporary opera, the series presented sold-out performances in the main auditorium of the Teatro Colón, generating a powerful impact within the classical music world. Jonathan Tetelman, Aigul Akhmetshina, Elīna Garanča and Nadine Sierra headlined the programme, establishing a simple yet powerful premise:

“You don’t need erudition to be moved by a great voice,” said Mariano Nante, executive producer of Mama Hungara Live.

The soprano of the moment, Nadine Sierra, alongside Bryan Wagorn at the Grand Finale of Ciclo Aura 2025 at the Teatro Colón.

All four dates played to full houses, received standing ovations and unanimous critical acclaim. Aura reintroduced younger audiences to the experience of live vocal performance and positioned Buenos Aires as a new operatic beacon on the continent. Looking ahead to 2026, the mission is clear: international expansion and the consolidation of an annual platform for artistic excellence.

FUTCON: Argentina creates a new global epicentre for football and creativity

On 22nd and 23rd November, more than 3,500 people gathered at Ciudad Cultural Konex to witness the birth of an entirely new cultural territory. Created by MH Live, FUTCON became the world’s first festival dedicated to the intersection of football, design, art, music, photography, fashion and technology.

The Spring/Summer 2025 runway show by Agoshida (the brand founded by Agostina Hidalgo, also a designer for Adidas) at FUTCON, held at Konex.

What emerged was a clear statement: football is no longer just a sport, it is identity, aesthetics, language and a global community. A vast creative ecosystem had always existed around football, but it had never had a stage of its own.

With the 2026 World Cup on the horizon, its relevance is undeniable: Argentina is shaping one of the new global cultural hotspots for football.

“What the world is looking for today, Argentina already has. FUTCON was created to make that cultural power visible,” said Lisandro Ramos, co-founder of Mama Hungara.

Mama Hungara Mexico: growth, local talent and global projection

2025 also marked the consolidation of Mama Hungara Mexico, led by Tomás Gómez del Fresno, Managing Director, in a strategic market for innovation-driven projects. In its second year, the Mexican office combined three decisive pillars: the expansion of local talent, high-quality projects and the construction of a distinct identity.

The office also joined the MH Live universe with Nadine Sierra’s performance at the Palacio de Bellas Artes, and plans are already underway for a future edition of FUTCON in Mexico City.

A new way of understanding production

Over the past decade, Mama Hungara has created emblematic work that reflects its signature: excellence in craft, aesthetic diversity and a contemporary narrative voice. In 2025, campaigns such as Betano, Undeleted for Dove, Brahma Verano, Frávega, the music video for Dante Spinetta, and a Netflix production inspired by the Stranger Things universe delivered work recognised with Gold, Silver and Bronze awards at international festivals.

Extra-terrestrial researcher Jaime Maussan on set during the filming of the Stranger Things campaign for Netflix.

These projects differ in scale, genre and purpose, yet are united by the same principle: sensitivity, quality and a perspective that continues to redefine Latin American audio visual storytelling.

Ten years on, Mama Hungara has proven that audio visual production can be a powerful creative and entrepreneurial engine, one capable of opening up new territories: cultural curation, platforms for exchange, live entertainment experiences, genuine talent development, community building and a strong commitment to human sensitivity in an era increasingly shaped by artificial intelligence.

As it enters its second decade, Mama Hungara does so with a clearly defined identity: creating culture, raising standards, connecting disciplines and building bridges between Argentina, Mexico and the world.