ceo / co-founder
Sergio is an accomplished business consultant, brand strategist, filmmaker, creative director, philanthropist, youth culture expert and issues-driven visual artist.
He possesses more than 14 years of breakthrough, award-winning work and thinking at the intersections of modernism, brand development, cultural/societal movements, social good, pop culture, sports and consumer engagement.
In his past roles as a brand strategist, creative director and senior executive at several global creative agencies Sergio counseled global brand clients on how to build cultures that fuel creativity and innovation. Additionally, he developed channel-agnostic programs for companies’ brands rooted in deep strategy.
The execution of his ideas and thinking integrated compelling, authentic content and stories through mediums such as film, TV, digital, word-of-mouth, experiential, paid/earned and shared media for an extensive roster of global companies such as adidas, Samsung, Target, DreamWorks Animation, Fox Entertainment, Campbell Soup Company, Dos Equis, BMW and Audi.
Sergio also serves as a partner and creative director for Orpheus Film Group, a New York City-based company focused on film, television and theatre production. Several of the award-winning and successful films that the company has worked on from a production and/or casting production standpoint include: Amreeka (Winner International Film Critics Award at Cannes Film Festival); Maria Full of Grace (Winner Audience Award Sundance Film Festival, Oscar nomination); Padre Nuestro (Winner Grand Jury Sundance Film Festival) and Real Women Have Curves (Winner Audience Award and Special Jury Prize Sundance Film Festival).
Sergio has transformed his personal life story and experiences into a passion to create a lasting impact with the emerging generation to drive progress and cultural movements for social good. He co-founded iconic32 Sports Lab, a non-profit performance enrichment platform that exists to progress society via youth development specific to sports. It was created to help inner-city youth enhance their athletic, academic, innovative and civic potential, in order to maximize success on and off the sports field. Sergio’s goal is to create a positive change in the emerging generation of underprivileged, inner-city, youth to create breakthrough thinking. To date iconic32 Sports Lab has reached several thousand youth and counting.
He also serves as a Special Advisor to the Jim Couch Foundation, a not-for-profit basketball empowerment organization that started in 1956 in the Inwood section of Manhattan. Jim Couch was Kareem Abdul-Jabbar’s first coach and taught him the sky-hook before he entered Power Memorial HS in 1962. The organization provides free basketball opportunities through open gyms and tournament play in New York City.