Meet the Maker:
Alejandro Rossi Bunge
Alejandro Rossi Bunge is an executive producer and partner at Rebolucion Mexico, recognised as one of the top five production companies in the world. In 2023, Rebolucion picked up the coveted Grand Prix at CICLOPE Latino for Shout, a short-film tackling homophobia and machismo culture in Mexico. Bunge’s work is underpinned by a desire to co-create an industry that cares about its people and tells perception-shifting stories.
You produced Shout for telecoms company Telefonica. What do you think is the role of craft in changing public perceptions of injustice?
I was blown away when I first read the script. If we got it right, I thought it could be a game-changer in terms of how brands approach sensitive yet everyday topics like homophobia. I told the agency that I was tired of seeing commercials that exaggerate this subject, and build unrealistic narratives heroising the protagonist.
I wanted to take a subtle approach that reflects the everyday reality of people’s experiences. It’s hard to find advertising that speaks about this community and does it in that realistic way. The director, Vellas, agreed. We spoke to the client and said, “are you ready to not show your product for the whole five-minute commercial? We don’t want you to be the same as every other brand”. At first, they were apprehensive that people would only see Movistar at the end of the commercial. But they trusted us.
You opened Rebolucion Mexico eight years ago, and it has since been recognised as one of the top five production companies in the world. Tell me about that journey…
When we first opened, the Mexican market was much smaller than it is now. My aim was to grow the market, improve it, and nurture clients to see the untapped opportunities. One of the challenges was opening clients’ minds to shooting films and commercials in Mexico, rather than in other Latin American countries.
Slowly, we saw the market start to grow. But we didn’t achieve this alone. Rebolucion Mexico was one of many production companies that evolved the industry by introducing new techniques and perspectives. Together, we strategised ways to encourage market growth. Without this collaborative approach, neither the market nor industry would be where they are today. So, when Rebolucion Mexico wins an award, I think of it as a collective achievement.
How do you show up well in what you do?
The most important thing is making sure the team is looked after, supported, and respected. An organisation called Asociación Mexicana de Filmadoras (AMFI) promotes best practices across the film industry, and we take its guidelines seriously. Working conditions, healthcare, pensions and pay – these are vital for people to survive and thrive. If we want to grow our crew to match industry needs, we need to make sure they are cared for. I would rather lose a contract than have a team work for 22 hours straight, to the point of exhaustion.
When I first landed in Mexico, I proposed the idea of a best practice for the entire industry, to make sure that the basic needs of the crew were always met. Now, thanks to the support of other company owners, it’s about to be approved in law.
What did the production process look like for Shout?
We wanted to create a short film on 16mm, so we took care of every single detail to make sure it had the qualities of a feature, all on a very tight budget. We gathered an amazing crew – including production designer Amilcar Espadas, Will Etchebehere DOP, Rami D’aguiar Editor, Quiet City Music + Sound, and Nash VFX – and it came together smoothly. People showed lots of good will, investing their time and skills to help us make it happen. When we gathered all of the layers of the film and put them together, the result was almost seamless. Our first cut didn’t really change. The team did a fantastic job.
What would you like to see more of in your industry?
Clients choosing storytelling over traditional product-selling. Jobs like Shout mean a lot, because this is exactly what the client did, and it paid off. Now, I see minds changing. Clients want to do good things. They see what we’ve done and want to take risks, too. I also want to see other Mexican production companies win awards. It’s fascinating to see what they’re doing, and how they approach projects.
How did you get into the industry?
I was studying for a media management degree in Buenos Aires, Argentina, when my old friend Armando Bo proposed that I work with him. Armando and I had known each other since we were 12 years old, and he was opening Rebolucion in Buenos Aires. So, I started as a production runner and eventually worked beside him. Fast-forward to 2019 when I joined Patrick Senger and Enrique Nava to open Rebolucion Mexico.
Any advice for someone who wants to get into film and commercial production?
It can be a hard industry to work in at the beginning, when all of your time is spent trying to understand how everything works. You won’t see the rewards right away, but it’s about playing the long game. Keep showing up, keep being consistent, keep building relationships with the people you work with. Over time, it will pay off. And, of course, try not to be afraid of making mistakes. It’s part of the experience. I’m in this position because of all the mistakes I made. You just have to try and learn from them.
What are you looking forward to in 2024?
Continuing to do work with integrity. If we respect our work, our clients, and our agencies, we can stay strong and new projects will find us. That’s my mindset. I try to be humble, knowing that we’re just trying to make the market better. It brings new jobs with better budgets to Mexico, and that’s amazing for everyone.
