Alvaro de la Herrán directs, writes and produces.
Fashion films have change my way of filming. I think it is changing all the time. This kind of projects offer you an opportunity to express your actual mood faster than in a longer project. I really believe there is no boundaries between art and commercial, I only believe in communication and poetry. My career has not been very usual and easy, because I ‘m a very curious person and I’m interesting in a lot of things. I started to study computer engineering and soon I change to advertising, photography and music. Later I when to the film school, where I had not a very good experience. I started to shoot my short-films by my own, some of them had some success, like “Business” which was selected in more than 100 festivals, but with others I had not any success. I have been always trying to keep my freedom in my creations, I looking for space enough to develop my own feelings on everything I do. I love cinema but it is not easy to find the right context to film with freedom. When Steve Jobs made the ipod video, a lot of people knew that everything gonna change in the film industry, and then I founded my Ipodermix Studio to create audio-visual contents for prestige brands. I understood quickly that fashion it is a good place where I could try new projects and work with visual, classics and non-classics narratives. Now I’m very happy to shoot fashion, and it has change my perspective about everything.
Alvaro de la Herrán was born in Madrid where he is now based , after living in Barcelona and Berlin.
In 2003 he was selected by Berlinale and presented in Los Angeles American Cinematheque with the program New Spanish Cinema in 2004. In 2006, he founded Ipodermix Studio where he currently works as an freelance film director in the production and creation of audio-visual contents for prestige brands such as Volvo, Nike, Yoox, GQ, ELLE or Vogue and on his personal projects for Internet, video-art, fashion and ”new cinema”. Álvaro grew in a musical atmosphere, he learned to play saxophone with different jazz musician and for many years he celebrated his passion for the music with different bands
He is represented by Wind in Spain and Onirim in France.