Dominic Lopez Giraud, post producer at Drax production
Posted on Feb 14, 2023
Drax Produktion
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High-end production company
DRAX Produktion is a high-end video and event production company based in Mexico, with over two decades of experience across Latin America.
We provide full production services, local crew, gear, logistics, and on-the-ground support for international producers working in TV, film, branded content, and live events.
Whether you need full project management or local support for a news report, documentary, drama series, music video, corporate shoot, or large-scale event—we’ve got your back.
We’ve collaborated with global broadcasters and media companies, delivering outstanding results with efficiency, flexibility, and local expertise.
Mexico
880 San Jeronimo,
City of Mexico,
Mexico
01900
< $25/hr
2 - 9
2000
Industry Focus
- Advertising & Marketing - 10%
- Automotive - 10%
- Art, Entertainment & Music - 10%
- Business Services - 10%
- Education - 10%
- Government - 10%
- Media - 10%
- Other Industries - 10%
- Social - 10%
- Industrial - 10%
Client Focus
90% Small Business
10% Medium Business
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Executive Interview of Drax Produktion
Sergio Julián López
Founder
How has Goodfirms helped to increase your visibility among potential clients?
Goodfirms has been an excellent resource for expanding DRAX Produktion's visibility on a global scale. The platform has increased our online presence by showcasing our portfolio and highlighting our strengths, especially in international markets.
Could you present your company and describe your role within the organization?
DRAX Produktion is a Mexican company with over 20 years of experience in creating audiovisual content and technical event organization. We have worked with prominent international production companies and foreign television channels, allowing us to participate in projects across various countries. As the founder, my role is not only to lead the company but also to continue producing audiovisual projects, which is truly my passion.
What inspired the founding of your company, and what is the story behind its creation?
My dedication to production was a blend of my passions. In the 90s, I had the opportunity to work at one of the most important audiovisual companies in Mexico, where I learned all the secrets of audiovisual production and live events. Creating DRAX Produktion in the year 2000 was a natural evolution for me, as I wanted the freedom to choose the projects that interested me most—not necessarily the most commercial ones, but the more disruptive ones that some producers avoided. I sought to realize them with a fresh and professional approach, both locally and internationally.
What are the core values and principles that drive your company culture, and how do you ensure your team aligns with these values?
At DRAX Produktion, we believe that every project is an opportunity to be creative and contribute something of ourselves. We ensure that our entire team shares a commitment to professionalism, formality, creativity, and quality, aligning with our vision.
Could you highlight some of the most significant achievements or milestones your company has reached since its inception?
One of our most significant achievements has been the expansion of our international presence. DRAX Produktion has collaborated with production companies and television channels from countries such as Germany, the UK, the US, Brazil, Iran, China, Japan, and South Korea, allowing us to participate in high-profile projects of great variety, from large concerts with Rock or K-Pop bands to documentaries produced by air, sea, and land. We are also proud to have worked with global brands like BMW, Coca-Cola, and Hewlett-Packard, consolidating our reputation as a reliable company in the audiovisual field.
Could you explain your company's business model? Do you primarily operate with an internal team or use external providers/outsourcing?
We operate in both ways. We have a highly trained internal team, but we also work with a network of external collaborators for specific projects that require specialized skills or equipment. This model provides us the flexibility to adapt to each client's needs while maintaining operational excellence.
How does your company differentiate itself from its competitors in the industry?
DRAX Produktion stands out for its personalized approach and our ability to work on projects of different scales anywhere in the world. Our focus on customer service and our flexibility to adapt to changes allow us to build lasting and trusting relationships with our clients.
How would you describe the dynamics within your team, and how do you foster collaboration and teamwork to achieve common goals?
The dynamics at DRAX Produktion are highly collaborative and based on mutual respect. We promote a work environment where every team member feels valued and heard. From the beginning, we have fostered a friendly working atmosphere among members, which allows us to solve problems quickly and positively.
What measures do you take to support the professional development and growth of your employees? Do you offer training programs or opportunities to improve skills?
We understand that the development of our employees is essential to the company's success. We encourage our team to attend conferences, workshops, and industry events to stay updated with the latest trends and technologies. Additionally, we trust in the individual creativity of our team, which motivates them to give more to their work, as they feel their initiatives contribute to the whole.
Could you share a success story or case study that exemplifies the impact your company has had on a client's business?
Our work primarily focuses on meeting the audiovisual needs of foreign clients. Once we complete their projects, it is challenging to immediately measure the impact we generate on their company. However, when months or even years later they reach out to us again due to the positive experiences they had working with us, we realize we are doing things right.
How does your company stay updated with trends and technological advances in the audiovisual industry?
The audiovisual field is a constantly evolving industry. We usually pay attention to publications and news from electronic media, but I must mention that many of our updates come from the people who collaborate with us. They are passionate about the sector and always stay informed about the latest equipment and trends.
What is your approach to sustainability and corporate social responsibility in your company's operations?
We strive to minimize our environmental impact by using energy-efficient equipment and adopting eco-friendly production practices whenever possible, such as reducing paper use and optimizing transportation during filming. Additionally, we support projects that promote important social causes, such as the work we do with the Mexican Scleroderma Association. We are committed to being a responsible company and positively contributing to the communities where we operate.
How does your company approach risk management in the projects you undertake?
Risk management is an essential part of our planning at DRAX Produktion. From pre-production, we identify potential challenges and develop contingency plans to minimize any disruption to the workflow. This includes securing backup equipment and obtaining appropriate insurance. Our experience with international projects has taught us to anticipate potential logistical or cultural obstacles, enabling us to manage them efficiently and ensure that projects are completed on time and as planned.
Could you talk about your approach to ensuring customer satisfaction and how you handle feedback to improve your services?
For us, customer satisfaction is fundamental. We ensure open and transparent communication throughout all project phases. We listen carefully to our clients' feedback and share our extensive knowledge of the industry in Mexico to meet their expectations.
What advice would you give to others looking to start a business in the audiovisual industry?
My main advice is to always maintain your passion for creativity; there is no space for people looking for fixed working hours or daily routines. The audiovisual industry in Mexico is very competitive, so it is essential to keep in mind that we never know enough about the field; we should never stop learning and always be flexible to adapt to changes, whether they are technological, political, or labor-related. A golden rule is that the team must be aware of the importance of the client, as that is key.
What payment structure does your company typically follow when billing clients?
At DRAX Produktion, we adapt our payment structure to the needs and nature of the project. In most cases, we work on a project basis, splitting the payment into two parts, sometimes three, depending on the project's nature and the investments required.
Do you accept projects that meet your basic budget requirements? If so, what is the minimum required budget? If not, what is the minimum budget you have worked with in the past?
Yes, we accept low-budget projects. However, we prefer not to work with extremely low budgets, as the margin for maneuvering is limited and can be risky if difficulties arise. The minimum we have worked with on small projects is around $3,000 USD. These projects tend to be simpler or local productions. However, most of our projects tend to be of greater scope and budget.
Could you provide an overview of the price range (minimum and maximum) of the projects your company worked on in 2023?
In 2023, the price range of the projects we worked on varied significantly depending on the scope and complexity of each production. Smaller local projects were around $4,000 USD, while larger productions, especially those involving multiple integrated audiovisual services, reached approximately $40,000 USD. This wide range reflects DRAX Produktion's flexibility in adapting to the needs of different types of clients.
What technological capabilities does your company have, and are there investments in infrastructure or technological tools to improve your services?
At DRAX Produktion, we have the most sought-after equipment in the market, such as cameras, stabilizers, and editing stations. If a client requires any equipment we do not have, we have a network of partners that supports us to ensure they get everything they need for their production. Our current focus is, of course, implementing artificial intelligence in all aspects of production where possible, which will allow us to further improve the quality and efficiency of our services.
Where do you see your company in the next 10 years? What are your long-term goals and aspirations for growth and development?
In the next 10 years, our vision is to consolidate DRAX Produktion as a global reference in audiovisual production, especially in the Latin American market. We aspire to expand our operations into new markets, including more countries in Europe and Asia, and develop strategic partnerships with international clients. Additionally, we seek to stay at the forefront of technology by integrating innovative tools such as augmented reality and virtual production. Our goal is to continue offering creative solutions that exceed our clients' expectations while remaining true to our values of quality and commitment.
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