NBA Puerto Rico — Joakim Noah Project
Client: NBA / Production Partner | Role: Field Producer | Location: Puerto Rico, Multiple Island Locations | Budget: ~$100K
Field producing a culturally rooted basketball storytelling project across Puerto Rico required more than production skills — it required cultural fluency, local relationships, and the ability to navigate real-world logistics on a dynamic island-wide shoot that touched communities, courts, and people with authentic intention.
What Was Required
- Multi-location scouting across Puerto Rico
- Local crew and logistics coordination
- Real-time problem solving in complex environments
- Supporting viral content production for NBA distribution
- Authentic Puerto Rican basketball narrative
The production contributed to content that reached NBA-scale audiences while remaining deeply rooted in the island's authentic basketball culture.
Media is currently in Post Production.
Nathy Peluso — "Café Malportada" Listening Experience
Client: Artist / Label | Role: Experiential Production Lead | Location: New York City
Intimate. Intentional. Transformative. The Café Malportada listening experience demanded a complete venue transformation for one of Latin music's most singular artistic voices. This was not a listening party — it was a spatial production built to make an audience feel inside the world of the record.
Coordinated all production elements: venue transformation, artist and team collaboration, fan experience design, hospitality operations, security and logistics planning, and the atmospheric and spatial storytelling that gave the experience its texture. The activation generated viral engagement and press attention, establishing a benchmark for how intimate music events can be produced with editorial precision.
Key Production Areas
- Venue transformation and atmosphere design
- Artist collaboration and production alignment
- Fan experience and hospitality flow
- Security, logistics, and event operations
- Viral-ready spatial and atmospheric storytelling
About
The Work Is the Story
Nearly a decade of production — from Puerto Rican music culture to NBA activations to Complex franchise leadership — has produced something that can't be manufactured: a genuine understanding of how culture moves, how live experiences land, and what it takes to build something that lasts beyond the moment it happens.
Alejandro operates at the intersection of creative and operational thinking. He's the person in the room who can hold a client conversation in the morning, redirect a vendor situation at noon, and call the shot that makes the production work at midnight. Bilingual in English and Spanish. Fluent in New York and Puerto Rico. Comfortable in boardrooms and on production floors equally.
His background spans documentary and experiential storytelling, branded content, live activations, and creator economy productions — with experience working across agencies, artists, brands, talent, and multi-disciplinary production teams. The approach is collaborative by design and solutions-oriented by necessity.
New York & Puerto Rico
Bicoastal production perspective rooted in two of the most culturally generative markets in the world.
Bilingual — English / Spanish
Operates fluently across English and Spanish-language productions, teams, and client environments.
Documentary & Experiential
Trained eye for narrative across both long-form storytelling and live spatial design.