Mauricio Garcia
Director & Producer crafting cinematic brand stories.
500+ campaigns · TV & digital · blending storytelling, design, and performance.
Structube – AI-Generated Lifestyle Commercial
Creative Direction / AI Cinematography / AI Production / Postproduction
A fully AI-generated commercial crafted to blend cinematic storytelling with photorealistic visuals, creating premium brand content without the constraints of traditional production.
Designed to capture authentic lifestyle moments through natural character performances, dynamic virtual camera movement, and carefully crafted lighting, resulting in emotionally engaging visuals that feel both aspirational and believable.
Result: Delivered high-end commercial content with accelerated production timelines, greater creative flexibility, and a visually compelling campaign that strengthened audience engagement and elevated the brand's modern identity.
Structube – Deluxe Mattress Campaign
Director / DOP / Creative Lead / Postproduction
A TV campaign created to position the Deluxe Mattress as a premium sleep experience inspired by luxury hotel comfort.
Focused on aspirational storytelling rather than traditional product selling, using elegant interiors, soft lighting, and refined performances to convey relaxation, comfort, and elevated quality.
Result: Strengthened premium product perception and increased audience engagement through lifestyle-driven storytelling.
Structube – Lifestyle Commercial
Creative Lead / Camera / Postproduction
A campaign developed to showcase contemporary home living through intimate, everyday moments.
Focused on emotional storytelling rather than traditional product promotion, using warm lighting, natural performances, and refined compositions to create an authentic sense of comfort and aspiration.
Result: Increased audience engagement and strengthened brand connection through relatable, lifestyle-driven content.
Structube – Klik Sofa Campaign
Director / DOP / Creative Lead / Postproduction
A multi-platform campaign created to position the Klik Sofa as a stylish, practical solution for modern living.
Focused on lifestyle storytelling rather than traditional product demos, using dynamic visuals, clean compositions, and relatable everyday moments to highlight easy assembly, adaptable comfort, and a wide variety of colours.
Result: Increased engagement across TV, social, and web platforms while strengthening product appeal among urban consumers.
Structube – Kinsey Sofa Campaign
DOP / Postproduction
A digital campaign created to showcase the Kinsey Sofa as a statement piece of modern luxury and everyday comfort.
Focused on material storytelling rather than direct product promotion, using close-up details, elegant compositions, and warm lighting to highlight the richness of the leather, craftsmanship, and premium quality.
Result: Increased engagement across social and web platforms while reinforcing the product’s upscale appeal.
Structube – Loft Mattress Campaign
Director / DOP / Postproduction
A launch campaign created to introduce the Loft Mattress as Structube’s first mattress-in-a-box, designed for modern convenience and accessible comfort.
Focused on smart lifestyle storytelling rather than standard product promotion, using clean visuals, relatable moving moments, and inviting bedroom scenes to highlight easy transport, effortless setup, and quality sleep at approachable prices.
Result: Increased awareness across TV, social, and web platforms while positioning the Loft collection as a practical and affordable sleep solution.
Structube – Partage ton Spot
Director / Creative Lead
A branded content series created to celebrate inspiring living spaces across Canada through the voices of local influencers and tastemakers.
Focused on authentic documentary storytelling rather than traditional advertising, using real homes, personal narratives, and natural visuals to highlight Structube’s quality, style, and affordability in everyday life.
Result: Increased brand engagement across digital platforms and strengthened consumer trust through relatable, community-driven content.
Structube – AI Generated E-commerce Product Video
Creative Direction / AI Cinematography / AI Production / Postproduction
A fully AI-generated e-commerce product video created to showcase a premium leather sofa with studio-quality precision and photorealistic detail.
Focused on highlighting the sofa's craftsmanship, genuine leather texture, comfort, and functional features through seamless 360° product rotations, cinematic close-ups, and clean, minimalist compositions. Every shot was designed to provide customers with a clear understanding of the product while maintaining a premium, luxury aesthetic.
Result: Produced high-converting product content with significantly reduced production costs and turnaround time, delivering a polished shopping experience that increased customer confidence and elevated the brand's premium positioning.
About
I’m a Montreal-based director and producer with 15+ years of experience creating commercial and branded content.
My work sits at the intersection of storytelling, design, and performance—helping brands translate ideas into visually compelling narratives.
I’ve directed over 500 campaigns, including 30+ TV spots, working across furniture, retail, and lifestyle brands.
Where storytelling meets design and performance
Email: Davert73@hotmail.com