Comedy built on performance, not punchline. An actor-turned-director from Buenos Aires who finds the funny inside ordinary behaviour — and has already done it around a car.
Toyota work turns on people. A family, a drive, a moment that has to land as true — and the spot lives or dies on whether the performances hold and the timing is right. That is the centre of Martín's craft. He came to directing from acting, and he directs behaviour the way an actor reads a room: he lets a beat run a second longer than is comfortable, and the laugh arrives from character rather than from the line.
He reads as an international comedy director first. The bilingual fluency is what makes the second version of the idea cheap to hold, and it means one director can carry general market and Hispanic market from the same board.
Suzuki Reventa is showroom comedy — salesman, couple, the talk-yourself-into-it beat. The car plays straight while the people are funny, and the hero moves stay clean enough to cut a product frame out of.
PAPOTA, his visual album with CA7RIEL & Paco Amoroso, took two Latin Grammys and the Grand Prix at CICLOPE Latino, where he was named Director of the Year. Music, talent and comedy in one piece.
He directed Verizon's World Cup 2026 work this spring for a US creative team, who put him straight back in the mix on their next Verizon brief in August. Sport is a world he moves in easily — It's Hard To Be A Fan for Spring Latino runs entirely on football fandom, which is the same muscle a Toyota NFL board asks for.
Shot from inside the car — three performances in one frame, and the car still reads. The closest thing on the reel to a Toyota board.
| Automotive | Suzuki — Reventa |
| Music | CA7RIEL & Paco Amoroso — PAPOTA, short film and visual album, for Rebolución |
| QSR | McDonald's — Summer Essentials, with Ana Mena, for TBWA España |
| Beverage | Patricia — Waiting Room, for Ogilvy Uruguay · Sprite — Bra |
| Sport | Verizon — World Cup 2026, shot in Buenos Aires · Spring Latino — It's Hard To Be A Fan |
| Snacks | Cheetos — Compu |
| Tech | Código del Sur — CEO Dance |
Latin Grammys for PAPOTA, the visual album he directed for CA7RIEL & Paco Amoroso.
Days in Uruguay to shoot four music videos and a short film across studio, bar and hotel.
Where AdForum ranked Patricia Waiting Room among the best ads in Latam in 2024.
CICLOPE Latino gave PAPOTA the Grand Prix and named him Director of the Year. The pace is the useful part for a February air date: he builds a lot of finished film in very few days, without giving up performance.
Both, from the same board. His commercial work runs across Spain, Uruguay, Argentina and the US, and the comedy register does not change when the language does. He directs in English and Spanish, so a general market cut and a Hispanic market cut come off one shoot with one performance standard rather than two.
Yes — McDonald's Summer Essentials was built around Ana Mena, and PAPOTA was made with CA7RIEL & Paco Amoroso across an entire album. He is also an actor, which is why talent tends to relax on his sets and non-actors play as well as the cast.
Buenos Aires is home base with 1stAveMachine, and he travels. Argentina and Uruguay give a US board a bigger day for the money, and his own record — four music videos and a short film in four days — says what the pace looks like when the schedule is tight.
A character, a situation and permission to let the beat breathe. He builds the comedy in casting and in the room, so the earlier he sees the board, the more he brings to the table on tone and on who should play it.
Eight pieces on the reel, and we can have him on a call the same week. Availability, treatment appetite and references all come back fast.
| Reel | wdrv.it/04ead6b58 |
| Production | 1stAveMachine |
| Through | Momentum — Bettina Abascal |
| Contact | bettina@momentum-reps.com |