Shaking Up the South American Scene

Meet WeSouth, a group of young but experienced and pragmatic producers, who don’t think of themselves as a company but as a network of producers.

Made up of partners Marcos Hernández, Nati Martin and Flor Ciampi – who between them have completed over 100 commercials, 50 photoshoots, 20 features films and 10 reality shows – it’s a team with a winning formula, proven by WeSouth’s successful expansion into Chile and Uruguay, following their debut in Argentina.

Here, EP Marcos Hernández, producer Nati Martin and head of new business Flor Ciampi introduce themselves and reveal what it takes to succeed in the sub-continent.

Hernández Smashes Stereotypes

Aside from being one of the most loved and respected producers in Argentina, Hernández is also known for constantly smiling come what may, demonstrating resilience and his admirable work ethic.

“I think what makes us different is the fresh and feminine vision that our female founders – partner Cecilia Felgueras and producer Nati Martin – bring to a market dominated by men in South America and beyond,” he says. “Unfortunately stereotyping doesn’t just happen in production; it’s an ongoing cultural issue here so it’s important to try and change people’s perspectives.”

Hernández is an active member of the Argentinean Production Companies Association (CACP), which creates a constant dialogue with local unions to ensure WeSouth´s projects remain transparent and follow formal procedures when hiring talent and crew.

‘It Girl’ Martin: Overheads Should Stay in the Past

While working as a freelance producer in Chile, Nati Martin not only developed her taste for Pisco, but also learnt what to avoid in adland, which is why the company boasts a compact but robust team.

“With today´s technologies bringing us closer, we needed to find a way to strip back unnecessary complications and keep our core small, adjustable and competitive,” she says of WeSouth’s founding principles. “We have the capacity to take on big productions, but can also keep it small if necessary. And we never reject a project.”

Martin’s resume is outstanding. Known as the ‘It Girl’ among local producers, she brings a wealth of experience to projects, following her time working across commercials, TV shows, photoshoots, documentaries, and below the line and experimental content. Plus she has a rare understanding of how to use the Movie Magic Budget software…

Ciampi Tackles New Trends and Tech with Tenacity

When someone called Flor Ciampi “the most tenacious PA they’d ever met,” Ciampi took it as a compliment. After a long career as a producer, she’s finding a new career path for her skills and helping to source fresh business for companies.

“We want to reverse the misconception that surrounds production service companies in the region,” she says. “I have often heard colleagues saying there’s no point of working with small South American production houses. But we want them to know that we are committed to making something of all projects submitted to us.”

Ciampi is up-to-date with the latest trends and technologies used within the industry, which is why WeSouth relies on her to communicate its message as well as reflect changes within the industry.

Why Opt for WeSouth?

WeSouth re-defines the production model in South America by offering creative solutions regardless of budget or format. Its in-house producers can adapt easily to cater to leaner productions, suited to match tight budgets and limited resources. “When we receive a project, we ask our clients how they want us to handle it,” concludes Hernández. “We can take on top end productions, but we also offer realistic alternatives for smaller budgets. Yet we can guarantee the same high standard in all of our work.”