Sergio’s Biog Bullet Points

  • Started working in radio in 1976, fresh out of school.
  • Majored in Communications and Broadcasting.
  • Radio led to TV. Both in front of camera/behind the mic. Found directing and producing a better creative fit.
  • Moved to South Africa at the end of 1981, on a 3-year contract with the SABC (South African Broadcasting Corporation). Stayed on for 12 years or so.
  • Directed many music programmes and then rock concerts and big live gigs on TV. Cracked the nod and worked with biggies (Al Jarreau, Queen, Duran Duran, Elton John, Randy Crawford, Whitney Houston, Manu Dibango, Salif Keita, Sting, Tina Turner, Paul Simon and tens more, plus all the South Africans: Johnny Clegg, Hugh Masekela, Miriam Makeba, Abdullah Ibrahim, Ladysmith Black Mambazo… all of them, really. At least all the famous, big ones). Got awards.
  • Got involved in the prolific but appalling music video scene of the late 80’s. Used the contacts to start shooting videos on 16mm. Used videos to learn the medium. Used the medium to learn the craft. Upgraded to 35mm. Got more awards.
  • Started dabbling in commercials around 1992. Left TV and focused only on commercials at the beginning of 1994.
  • Featured in Saatchi & Saatchi’s New Directors’ Showcase** 1996 alongside Ivan Zacharias, Chris Palmer, Gore Verbinski and Traktor (the previous year alumni included Spike Jonze, Michel Gondry, Mark Romanek and Graham Fink).
  • Kept on winning awards (Cannes, Clio, New York, London and Chicago Festivals, etc. Nice for the ego.).
  • Left Velocity Films in August 2008 to operate under the banner of GRANDE Films, represented internationally by different production companies for commercials.
  • Shot in every continent, in around 30 countries, in more than 40 cities. Completed 9 passports so far.
  • Wrote an original screenplay and intends to direct debut feature, Doppelgängers, one of these days. Soon.


** Saatchi & Saatchi’s NDE is a yearly 30-name list of the Best New Directors worldwide. It premieres at Cannes.

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