LOCO is a director duo formed by Diego Fried and Germán Vilche, combining cinematic storytelling with a strong visual sensibility. Their collaboration is built on a shared belief in emotionally driven narratives, where concept, performance, and image work seamlessly together, with a particular expertise in automotive storytelling.

Diego Fried is an award-winning director whose creative journey began with early experiments in storytelling and performance. Trained in directing at Universidad del Cine (FUC), acting with Augusto Fernández, and dramaturgy with Mauricio Kartun, he brings narrative depth, rhythm, and character to every project. His work bridges cinema and advertising, with feature films such as The Silent Party, Vino, and Sangrita premiering at major international festivals and earning awards for direction and performance.

Germán Vilche is a cinematographer based in Mexico, known for his refined visual language and strong sense of atmosphere. His approach to image-making is precise and intuitive, crafting cinematic worlds through light, texture, and movement, skills that translate powerfully into high-end automotive visuals.

Together as LOCO, they form a double expert in automotive and narrative filmmaking, bringing a rare balance of technical mastery, emotional storytelling, and visual impact. Their films combine dynamic motion, controlled aesthetics, and human presence, creating automotive stories that feel both powerful and deeply engaging.

Working across advertising and narrative formats, LOCO collaborates with leading agencies and global brands, delivering films defined by performance-driven moments, cinematic scale, and conceptual clarity.