Switch launches a new production house in Houston.

Many voices have pointed out that Houston does not necessarily represent a viable option for commercial production, but others argue that with the proper network and strategy, Houston could soon become one of the hottest production centers in the country.

“Switch, Inc.” They believe Texas can become a true alternative to L.A., NY, or Miami, and particularly so in the Hispanic market, due to its production cost-quality ratio among other reasons.

“Switch, Inc” has just one goal in mind: to switch the perception of production services, with an emphasis on the Hispanic market.

Switch founders have worked in many different markets, such as Mexico, the US, Latin America, Europe and the English-speaking Caribbean, servicing several governments and recognized ad agencies, as well as many corporations directly. For them, language or culture is not an obstacle when directing and producing. They recognize their experience highly qualifies them for servicing markets with high density of Latinos where, in the view of one of Switch’s founders, Director Hugo Carrillo, “so many have been abused due to the small number of production houses that truly understand Latino culture, and make us Hispanics look like secondclass customers.”

For Ricardo Barcelo, a partner in this venture, who is in charge of business development, the scope goes well beyond local productions. He ensures that Switch will offer great deals to national ad agencies outside the Lone Star State by underbidding competitors in bigger markets without sacrificing quality. Testament of this is a recent production Hugo directed for a local furniture store. With a very low production budget, this TV spot was able to surpass expectations and win gold at the Addy’s for its cinematography and special effects, categories usually reserved for more expensive productions.

Francisco Vargas, Executive Producer and partner in this venture, has a proven record of extraordinary budget-managing skills. For him, “not all is said and done in the commercial production business.” For him, even the most accomplished production houses sometimes fail to adequately support the agency producer. “I’ve been on both sides of the business,” he says, “that’s why I understand so well the specific needs of the ad agencies; what is small for the production house can be a big deal for the agency.”

This trio’s ample experience allows them to assist creative teams from ad agencies during the production stage, as well as guide those mid-sized companies that develop their own marketing and creative strategies to ensure their advertising delivers what they want to communicate.