The Pride of East Los

It was an extreme honor to lead a team of content creators in producing this video feature on a homegrown player who has taken so much pride in his LA roots. Efrain Álvarez is an LA Galaxy Academy product who went pro at 16 years old, and two years later has scored his first MLS goal and is turning heads on the national level. What was most beautiful to me about this piece was experiencing the comfort Efra had in his legacy. He not only knows where he came from, but respects it and his family so much that he carries that with him in his desire to be the best.

“Not a lot of kids have the opportunity and luckily, I got one and I made it happen.”

Telling his story has innately been a journey as well. We started this project more than a year ago – and with changes in staff, his El Tri call-up to the 2019 FIFA U-17 World Cup and the worldwide COVID-19 shutdown – we were finally able to produce this project in September 2020.

Every clip had a purpose, every soundbyte was carefully selected to offer greater depth to the overall edit. It was a priority to me to incorporate nat pops as well, allowing the piece to breathe and the words of Efra and his parents to have time to sink in a bit. I wanted to keep the pacing chilled, almost to reflect Efra’s diction and vibe.

Shot on Canon EOS R RF 24-105mm F4 L,
Canon EOS R5 RF 50mm F1.2L, Sennheiser ME 66/K6 Shotgun Microphone

#BlackLivesMatter Peaceful Protest – Manhattan Beach

Hundreds gathered at the Manhattan Beach Pier to participate in a peaceful protest against systematic racism on Tuesday, June 2, 2020. A small group of local high school students organized the midday rally, drawing dozens of families. Attendees listened as speakers shared their pain, cries for change, prayers and messages of hope, then marched down The Strand to the Hermosa Beach Pier.

Photos were taken to document this historic time and help spread the #BLM message.

Canon EOS R, RF 24-105mm f/4 L

Announcement of Javier “Chicharito” Hernandez to the LA Galaxy

This authentic, cinematic storytelling announcement video will long stand as one of my favorite productions, one that I am honored to have edited and co-directed.

In close collaboration with a small group of team members and a third-party production team, we created a beautiful and ethereal journey through LA’s strong Chicano culture. This authentic view of the city showed how LA Galaxy’s signing of Mexico’s most renowned soccer stars is “one of us.”

Within the first 24 hours, the video garnered worldwide attention:

  • 1.9 million views
  • 15.2 million impressions
  • 1.3 million engagements
  • 138,000 page views
  • 36,000 new followers

#BravoPavon – Cristian Pavón announcement video

It was a wonderful honor and experience to direct my first big production with the LA Galaxy, announcing Designated Player Cristian Pavón. It was a team effort with our marketing and digital department to conceptualize this orchestra and conductor announcement concept. After only three days of collaborating with the LA Chamber Orchestra, a team of freelancers and our internal team, I took point in the logistics and direction of the two-hour shoot.

Video directed and produced by me:

Below is the behind-the-scenes edit, which provided a beautiful storytelling opportunity showcasing the new player’s personality. Produced by me:

Photos by Bailey Holiver:

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