La Salsa is a creative studio built for the digital age.
We craft bold, unforgettable campaigns powered by
AI generated video and cutting edge storytelling, helping brands stand out and connect with audiences at scale.
Our team comes from advertising, film, and digital media, ready to deliver any style, form, or genre that brings your vision to life. From scroll stopping visuals that leave jaws dropping to shareable, hilarious moments that make people laugh, La Salsa does it all.
Benjamín Muñoz is a filmmaker, director, editor, and AI native story engineer with 19+ years in prime time TV and documentary. He spent 17 years shaping hit adventure series for Mediaset, building the post production machines behind some of Spain’s most recognized formats.
Now he designs end to end generative workflows for broadcast, brands, and original IP. He is co-founder of La Salsa, where cinematic writing meets AI pipelines on projects like Paloma, and collaborates with Genre AI and Gossip Goblin on studio scale AI storytelling systems.
He builds the grammar of how films get made when the camera is code.
Joss Monzón is a filmmaker, creative director and producer focused on building AI driven pipelines for film, television, and advertising. He has worked on major international film productions alongside world class crews and storytellers, helping translate cinematic vision into scalable production systems.
He has led story driven work for global brands such as McDonald’s, Jaguar, and TIFF, and developed large scale digital releases that combine strong narrative design with high volume delivery.
Today he applies that film language to AI powered campaigns, developing hybrid workflows that merge traditional craft with generative tools to produce original IP faster and with lower risk.
Iván “Wacha” Gutiérrez is a storyteller, advertising creative, inventor, and technologist with more than 20 years of experience.
Throughout his career, he has worked with brands across multiple categories, including AeroMéxico, Bachoco, Adidas, Coca‑Cola, Nescafé, GNP Seguros, Cinépolis, and BIVA, among others.
His work has been recognized with more than 110 awards in Mexico and abroad, including Cannes Lions, The One Show, El Sol de Bilbao, FIAP, El Ojo de Iberoamérica, WINA Festival, FEPI, Caracol de Plata, Effie Awards, IAB México, Círculo Creativo de México, the Premio Nacional de Diseño for Innovation, Awwwards, among others.
Alex leads brand strategy and growth at Genre.ai, shaping campaigns that live at the intersection of culture and technology. With deep expertise in digital marketing and trend analysis, Alex turns data-driven insights into viral moments.
Jordan drives creative direction at Genre.ai, blending storytelling with emerging digital formats. With a background in design and media innovation, Jordan ensures every campaign feels culturally relevant and visually impactful.
Priya leads AI-driven product and innovation initiatives at Genre.ai. With expertise in machine learning and creative automation, she develops tools and strategies that keep the agency ahead of industry trends.
