Campaign Development · case study
Chavi
“Becoming Leon”
- Producer · Creative Director
- Full Campaign
- Director
- Becoming Leon · Visualizers
- Music Videos
- Directed by Samuel Rodriguez
- client
- Chavi Leons
- production
- Round3 Films
- year
- 2026
- 15 Minute Documentary
- 6 Visualizers
- 3 Music Videos
- NYLFF Official Selection
Overview
Chavi Leons was rolling out his Leon EP and wanted the visuals to tell the story behind the music, not just sell it. We partnered with his manager, Eddie Santiago, to build the whole campaign around one film.
Approach & Concept
Becoming Leon is the anchor: a 15-minute portrait shot between New York and Miami, built from raw studio sessions, quiet in-between moments and conversations with the people closest to him. Everything else pulls from the same world: visualizers for Sacri, Leon, Favor, Merce, Tatu and Yoo, and music videos for Damn, Vem Cá and Fine Shyt (directed by Samuel Rodriguez).
Priorities & Challenges
Make it personal. Chavi pulls from family, culture and memory, so every piece had to feel true to him while working as a standalone release on its own channel.
Solution
One documentary and 20+ standalone assets from a single campaign: six visualizers, three music videos, a film announcement, stills, behind the scenes and the pitch that started it. I produced and creative directed the campaign, and directed the documentary and the visualizers.
Results
Becoming Leon was an official selection at the New York Latino Film Festival, and Chavi earned industry recognition from TIDAL, Vevo and Spotify.