Production company ArtClass has signed director Roxana Baldovin, marking her first representation for commercials and branded content.
Baldovin is known for her work in music videos, currently repped in that arena by Lark Creative. Her music clips include close collaborations with such artists as Doja Cat, Maluma, Steve Aoki, Saweetie, Wiz Khalifa, Rico Nasty, HER, Kehlani, and Lil Uzi Vert. Baldovin is in development on both a TV series as well as creating longer doc-style content in the Urban Latin scene. And she’s getting her feet wet in narrative content, having just finished her first short.
Rebecca Niles, managing director of live action at ArtClass, said she’s had Baldovin on her radar for some time, admiring her work over the years. Since connecting, the director has already wrapped two projects under the ArtClass banner: a digital campaign for Tostino’s featuring the rapper Lil’ Yachty on a yacht; and a Snapchat campaign, which Niles described as “the perfect bridge between our world in commercials and what Roxy’s been doing in music videos.”
“Roxy is a voice of the generation whom we’re thrilled to introduce to the ad world and support with world-class production at ArtClass,” said Niles. “Fashion, sustainability, culture, art, music, everything she is passionate about comes together so harmoniously in her work–and she brings creative energy and out-of-the-box thinking with it.”
“I love that ArtClass is young, fun, and has their finger on the pulse,” said Baldovin. “They know what’s now, what’s cool, and what’s trending. They’re eclectic and diverse in the kinds of work they produce – and versatile in how they execute, which is how I have always done things. It’s a place where I can bring more of my own voice to the table and take my career to the next level, directing commercials and branded content, as well as more narrative work.”
Born and raised in an immigrant community in Brooklyn, Baldovin attended the Walter Cronkite School at Arizona State, with a double major of film studies and broadcast journalism.
A world-traveling polyglot who divides her time between Los Angeles and San Juan, Puerto Rico, Baldovin speaks four languages fluently and has set foot in over 50 countries on five continents. Exploring, for her, is part of her lifeblood, “even if it’s close to home, just walking down a street I’ve never been down before.” Pre-pandemic, she spent much of her time in the Caribbean, collaborating with major Latin artists like Jon Z, El Mayor, Eladio Carrion, Quimico Ultra Mega, Darkiel and Noriel.
Creating worlds is also an important part of her art, noting how production design and styling play a key role in the visual stories she tells as a filmmaker. Her mother, whom she cites as an inspiration, was a graphic designer with a bent for psychedelic, trippy design work.
“She made sure I knew my Dali’s from my Matisse’s from a very young age,” Baldovin recalled, “and growing up in New York, we were surrounded by art. These experiences, along with being the child of immigrants, really helped shape me.”
Baldovin said she’s most excited about the opportunity ArtClass presents for her to amplify her view on culture and society. “Someone once described me as an iceberg, in that there’s so much more to me than what you see,” she said. “And I’m very open about that. I want to let my light shine on the world to make an impact and help spread a greater sense of understanding among people. I encourage all those around me to do the same.”
