My name is Sebastian Sorin. I currently work as an advertising director and AI director with a background in cinematography. After 20 years of experience in cinematography and editing on various Argentine films, I founded my own advertising production company a few years ago by the name of Mono Loco.

How many years have you been a judge?

This is my first year!

What excited you about judging for the Telly Awards?

I’m excited to judge because I love seeing the level of creativity and production quality in today’s advertising. It’s a great opportunity to discover what’s being created at an award-winning standard.

What was your first job in the industry? What did it teach you?

My first job was for Banco de la Nación Argentina. We had 12 locations in a single day, which was a huge challenge. I adapted by preparing a detailed creative breakdown covering photography, acting, wardrobe, and more. I also coordinated the schedule so all locations were within a 10-block radius—so we didn’t even need overtime, haha.

What project are you most proud to have worked on?

Every project has its own charm, but I’m especially proud of several music videos I directed and DOP. Their mix of creative freedom and (un)controlled chaos allowed me to experiment and push ideas further than in traditional commercial work

What’s the most challenging part about your job and/or the industry?

The most challenging part of the industry is staying competitive with pricing. In Argentina we have production companies operating at a truly world-class level, which raises the bar even higher.
On a personal level as a director, one of the hardest parts is telling the agency we can’t keep adding new on-the-spot variations they come up with during the shoot.

What do you look for to determine excellence in video?

I look for strong storytelling—being able to deliver a clear, engaging narrative in 30 seconds is far more challenging than in longer formats. I also focus on the craft: visual composition, aesthetic care, and how every creative decision supports the idea.

What are your current roles and responsibilities and what do you love most about your job?

I work as a director and producer, which helps a lot in evaluating the viability of ideas vs costs. Overseeing the creative and technical execution of each commercial as an ex DOP. I love being on set—shaping the spot shot by shot, and adapting when reality doesn’t match what was imagined. That problem-solving on set is one of the most exciting parts of the job

What initiatives or projects are you working on now that excite you?

For the past few months I’ve been pausing commercial work to focus full-time on developing workflows in ComfyUI and exploring full creative control with AI, with the goal of becoming an AI-driven director. It’s an exciting shift that’s opening new possibilities for storytelling and production. Very few directors from the ‘old school’ with traditional on-set experience are making the leap into AI platforms like ComfyUI, it´s really a challenge

Do you have any specific practices you lean on to spark creativity?

When I receive a script, watching a wide range of commercials is crucial. It helps me find small adaptations, tonal shifts, or stylistic approaches that can enrich the idea. I don’t stick to the script blindly—I look for inspiration that allows me to bring something personal to it. Talking with my crew about it it´s very helpfull too.

What inspired you to pursue your career path?

I grew up on film sets—my father was a film director, and I started out as a child actor. In a way, I didn’t choose this path; I was born into it, and the set quickly became my natural environment. Maybe that’s why I love shooting days.

In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?

A major change I’m seeing is how quickly everything is shifting toward AI, especially with the current economic pressures. The industry is clearly moving in that direction, and the best way to navigate it is to embrace the new wave instead of resisting it. It was very hard at the beginning, but there are so many challenges that it becomes exciting day after day.