Some were there from the very beginning.
Others came… and never left.
And some opened the door to new worlds — luxury, beauty, bigger productions.
But over time, you realize something important:
there are no small or big clients… only relationships.
Every project matters.
Every story adds up.
And every client truly counts.
Hay momentos en la vida que marcan un antes y un después.
Mis primeras producciones como productor fueron entre 2001 y 2003… y todavía recuerdo cada una de ellas como si fuera ayer.
🏂 Burton en Canarias
🚬 Marlboro en Sudáfrica
👟 Newman en Sevilla
🌊 Tribord en Barcelona (2003)
💉 Aventis Pasteur en Canarias
Proyectos muy diferentes, equipos increíbles y sobre todo las primeras grandes responsabilidades detrás de una producción.
Ahí empezó todo.
Más de 25 años después, sigo sintiendo esa misma energía cuando empieza un rodaje.
Porque producir no es solo organizar un shooting…
es construir algo con un equipo, resolver lo imposible y capturar momentos que luego viven durante años.
Es curioso mirar atrás y darse cuenta de cómo algunos proyectos terminan definiendo tu camino.
Y lo mejor de todo…
la historia sigue.
— Greg Ross
#productionlife #behindthescenes #producerlife #filmproduction #creativelife
Behind every strong production, there’s a story you don’t see — challenges, pressure, and unexpected turns. That’s where experience makes the difference.
I’ve been lucky enough to travel across the 5 continents, producing photo and video shoots for fashion, sport, and lifestyle brands.
From Barcelona to the Canary Islands, from Bali to Hawaii… each destination brings its own energy, its own challenges, and its own creative opportunities. I love going to South Africa :)
Production is not just about beautiful locations.
It’s about knowing how to make things happen anywhere in the world.
If you’re planning your next shoot and looking for the right place — or the right team to make it happen — let’s talk.
I might just be able to help you bring your vision to life.
Twenty years ago, we shot Polaroids before pressing the shutter.
In 2003, on my first production with Decathlon for Tribord, we were still working with film and hecta.
You didn’t see the result instantly.
There was waiting.
There was risk.
There was craft.
Then digital arrived.
And those who didn’t adapt disappeared.
Today, we’re facing another revolution.
This video created with AI for Mustang isn’t a tech experiment.
It’s a statement.
AI is not here to replace real production.
It’s here to multiply it.
One shoot can become ten campaigns.
One concept can adapt to five markets.
One product can live in infinite creative environments.
But — and this is crucial —
without creative direction, without production expertise, without human judgment… AI means nothing.
At Ross Labs, we believe in fusion:
🎬 Real production
🤖 Artificial intelligence
🧠 Human creative direction
The best of both worlds.
Just like the shift from film to digital, this isn’t about choosing sides.
It’s about understanding the moment.
Technology evolves.
Creative judgment remains.
AI doesn’t replace talent.
It amplifies it.
The future of content isn’t artificial.
It’s augmented.
#RossLabs #AIProduction #CreativeEvolution #FutureOfContent #Mustang Innovation
We are launching Ross Labs, an AI-powered creative lab designed to help brands scale, adapt, and optimise content at unprecedented speed.
By combining real-world production with intelligent automation, we transform a single idea into limitless high-impact content. Don’t miss the revolution. Let’s have a talk about your AI projects!
#irisinlove for #kiotis in #Paris.
With amazing team!
#pictures & #production by me
#filming by @rubi_llano
#video #editing by @elisa_mex
#coordination by @oskitaron
#model -> @paugago_
#roadtrip to Paris from #Barcelona for #grouperocher & #stanhome #cosmetics
#irisinlove for #kiotis in #Paris.
With amazing team!
#pictures & #production by me
#filming by @rubi_llano
#video #editing by @elisa_mex
#coordination by @oskitaron
#model -> @paugago_
#roadtrip to Paris from #Barcelona for #grouperocher & #stanhome #cosmetics
#irisinlove for #kiotis in #Paris.
With amazing team!
#pictures & #production by me
#filming by @rubi_llano
#video #editing by @elisa_mex
#coordination by @oskitaron
#model -> @paugago_
#roadtrip to Paris from #Barcelona for #grouperocher & #stanhome #cosmetics
#irisinlove for #kiotis in #Paris.
With amazing team!
#pictures & #production by me
#filming by @rubi_llano
#video #editing by @elisa_mex
#coordination by @oskitaron
#Model -> @paugago_
#roadtrip to Paris from #Barcelona for #grouperocher & #stanhome #cosmetics
#irisinlove for #kiotis in #Paris.
With amazing team!
#pictures & #production by me
#filming by @rubi_llano
#video #editing by @elisa_mex
#coordination by @oskitaron
#Model -> @paugago_
#roadtrip to Paris from #Barcelona for #grouperocher & #stanhome #cosmetics
#irisinlove for #kiotis in #Paris.
With amazing team!
#pictures & #production by me
#filming by @rubi_llano
#video #editing by @elisa_mex
#coordination by @oskitaron
#Model -> @paugago_
#roadtrip to Paris from #Barcelona for #grouperocher & #stanhome #cosmetics
