Rodeo Show has signed Mexican-American director Mike Palafox for U.S. representation. The tabletop director’s portfolio of food and beverage work includes commercials and content for Heineken, Subway, Hellmann’s, Heinz, Coffee-Mate, Lamb Weston, Coca-Cola and Modelo.
Palafox is no stranger to Rodeo Show, having previously freelance directed with the company which is familiar with his food stylings and cinematic precision yielding culinary stories that are universally relatable.
“To eat is a necessity, but to eat intelligently is an art–this is how Mike approaches his work,” remarked Martell Rose, executive producer at Rodeo Show. “He brings a bold flavor to our spice rack of directors.”
Palafox added, “I love the electric boutique vibe at Rodeo Show, where the roster is curated to balance the creative vision of its directors and the needs of their brand and agency clients. With a couple of projects behind us, now feels like the perfect time to strengthen our partnership and build on our shared passion for multicultural storytelling and, of course, food!”
Commercials have long been Palafox’s preferred medium–even in film school, where his classmates dismissed Hollywood as “too commercial.” However, with two parents working in advertising production and a childhood spent on sets, he saw commercials as a medium to bring little moments of joy to audiences.
“Some directors view commercial work as merely a stepping stone to securing a major film deal,” said Palafox, who went to culinary school in Switzerland before attending film school in London. “As a food and tabletop director, I combine my passions for filmmaking, storytelling, and food. I am exactly where I want to be.”
Primarily focused on the food and beverage space over the past six years, Palafox has turned out standout work which includes a Heineken Silver campaign, initially created for the Asian market and later launched globally. Beyond its refreshingly detailed cinematography, the campaign showcased his skill in working with actors and scripted moments, and his expertise in prepping shoots for social media adaptations. Also of note is a spot he directed for Corona Non-Alcoholic–a piece shot against a virtual background on stage in snowy Chicago that transported viewers to a warm, sunny beach in Mexico–and a campaign for Macallan featuring a renowned Scottish violinist, blending his passion for whisky.
No matter what genre he is working in, Palafox has embraced a collaborative philosophy which in advertising emphasizes respect for the agency’s vision and the time invested in the creative to meet the brand’s needs.
“I’m not the kind of director who insists he knows best and does whatever he wants, especially knowing the back-and-forth between the client and agency and all the testing it takes to get the creative on set,” said Palafox. “I see myself as a doctor delivering their baby–I’m here to bring it to life and make sure it’s healthy.”
Extending his passion for food to long-form content, Palafox developed and directed Al Chile, a chili pepper docuseries for Univision’s streaming service Vix, hosted by comedian Adrián Uribe. The series delves into Mexico’s deep-rooted relationship with spicy food, exploring its cultural, historical, and culinary significance. While primarily centered on Mexican cuisine, one episode journeys to India to highlight how Mexican chili peppers traveled across the globe, reshaping other food traditions. Al Chile will premiere in March 2025.
Born in Mexico City, Palafox was raised in Texas, has lived in seven countries, and is married to a diplomat. When not busy directing commercials, Palafox can be found capturing analog photographs of food and chefs around the world, blending his passion for storytelling with his love for culinary artistry.
