He studied at the Technological Institute of Higher Studies of Monterrey, obtaining a Bachelor's Degree in Marketing. Subsequently, he studied a postgraduate degree at the University of Eau Claire, Wisconsin, and a diploma at the University of Munich, Germany. After working eight years as a marketing director at The Coca Cola Company for the Mexico division, he decided to follow his dreams as a filmmaker and ventured as a director and creative of advertising commercials. He has directed more than 1,300 commercials, dozens of documentaries, short films and hundreds of music videos, several of which have won national and international recognition. He has co-produced three films: From Oblivion to I Don't remember, by Juan Rulfo (nominated for the 2000 Goya Award for Best Spanish-speaking Foreign Film); Gabriel Orozco, by Carlos Martín (winner of the 2003 Ariel for Best First Feature); and American Visa, by Juan Carlos Valdivia (nominated for the In 2006, he wrote and directed his debut film I Love Miami, distributed by Lion Gates in the United States and in Spain by Warner Bros. (nominated for the Silver Biznaga for Best Latin American Film at the Malaga Film Festival 2007). In 2008, he wrote and directed Regresa.