New York-based creative production studio 1stAveMachine has signed Madrid-based directors Lucas Ortiz Estefanell (right) and Federico Guardabrazo (left), for representation across their global roster. Both men’s emphasis will be on incorporating AI and other technologies into their creative work.
“We’re thrilled to officially welcome Lucas Ortiz and Guardabrazo to the 1stAveMachine roster,” said Sam Penfield, executive producer and partner at 1stAveMachine.“They’ve been trusted collaborators of ours for years, and we couldn’t be more excited to have them officially on board as AI directors. We’ve already created groundbreaking work together, and we are eager to see what we will accomplish together next.”
Lucas Ortiz Estefanell aka Lucas Ortiz is a filmmaker and multidisciplinary creator whose work spans cinema, design and art direction. Lucas’ portfolio bridges fiction and commercial work, having collaborated with such global brands as Coca-Cola, META, SAP, IBM, and the Mayo Clinic. In fiction, Ortiz’ feature film Recipes to Survive This Universe (2023) delves into existential themes using a striking visual style. His 2024 releases include La Fenêtre, a reflective documentary, and Synthetic Bodies, a fictional exploration of identity and technology, both currently in distribution.
Ortiz’ work is defined by a relentless curiosity and a drive to create stories that spark conversation and resonate deeply with audiences. His projects effortlessly combine live-action storytelling with bold visual compositions and cutting-edge technology, including AI and interactive installations such as Kinetic Lights and Metarave 23. Whether directing actors, crafting intricate visual worlds or pushing the boundaries of narrative through emerging mediums, Lucas’ approach is always immersive and thought-provoking.
"Joining 1stAveMachine’s roster after collaborating on numerous projects together is incredibly exciting,” said Ortiz in a statement. “Their constant pursuit of excellence, willingness to embrace powerful storytelling, and courage to tackle projects that seem impossible at first glance make me proud and eager to be officially on board.”
Federico Guardabrazo aka Guardabrazo is also a multidisciplinary creative who has a background in architecture and fine arts and a passion for blending art and technology. A self-taught programmer, his digital art practice has led him to collaborate with such designers as Koln Studio and Hamil Industries, musicians Alvaro Sardina and Swanasa, and brands such as Esteé Lauder to help bring their visions to life through technology—ranging from small graphic campaigns to large-scale public digital artworks such as Coke Sans Sugar, Honda Dream Generator, Questions to the Future, Warhammer Fest and Prompted by Dreams.
As an educator, Guardabrazo has taught creative coding for years, empowering non-technical creatives to explore new forms of expression. His approach reflects his belief in the importance of accessible knowledge and his commitment to fostering innovation in others.
Throughout his career, Guardabrazo has worked on and directed projects involving AR, VR, projection mapping, interactive installations, live A/V shows, data visualization, and AI-driven art, like his work for the Matadero Cultural Hub in Madrid for their International Literature Festival. These diverse experiences have shaped his ability to direct projects with a seamless blend of creative vision and technical expertise, consistently pushing the boundaries of what’s possible.
"I’m excited to join 1stAveMachine because it’s a place where collaboration, experimentation, and craft are truly valued—where ideas can evolve into something unexpected and powerful," said Guardabrazo, also in a statement. “Great work emerges when you treat every contributor like a creative engine. As a director, I curate the flow—bridging design, technology, storytelling, and intuition into a cohesive, human-centered experience.”
