Luis Eduardo Flores of Beast Editorial: I Always Try To Edit A Commercial To Give It The Feel Of A Music Video

Beast Editorial recently named Luis Eduardo Flores as editor for the Hispanic and multicultural market. Flores, who has a vast career working with Hispanic agencies, said the advantage of a post-production company is its capacity to act as a filter of creativity from a position independent of the agency. “In this context, the role we play as editors is more straightforward, and precisely for that reason we can develop a piece without pressure or additional influence that could well derail the initial creative intent,” Flores said. He is grateful for the trust the post-production company has placed in him thanks to his professional growth. “I’ve always had Beast’s support since I started in this company. Executive Producer Ron Rendon and the other editors have been great mentors. Being promoted to editor here, with all the responsibilities it implies, is a real sign of trust rarely found elsewhere.” One of his traits is editing a commercial to give it the feel of a music video. “I started out editing music videos and admit that I have a natural inclination towards that format. And aside from a fine edit, I think that nothing enriches a piece more than music. That’s why I never get tired of telling my clients the importance of having access to quality tracks, which are seldom seen as a dominating factor.” In his opinion, growth of the musical element in the Hispanic market reveals the importance it has for Latino consumers. “As members of this industry, we play the key role of being mediators between Hispanics and companies seeking them as consumers. These firms are willing to invest money to adapt their image to this segment through localized content and cultural change, even when that was not their original intention. We must be aware of the great power (and responsibility) we have when working in this market.”