Meet Luis Hermida | President & CEO

We had the good fortune of connecting with Luis Hermida and we’ve shared our conversation below.

Hi Luis, we’d love to hear more about how you thought about starting your own business?
We started our video production company when my daughter, Hailey Hermida, began her acting career at the age of seven in Los Angeles, California. After COVID-19 hit, we found ourselves with a lot of free time on our hands. Since we’ve always loved having fun and joking around, we began filming our daily lives and posting the videos on TikTok and Instagram. After just a few videos, one went viral, which encouraged us to keep posting. People really enjoyed our content, and that support fueled our motivation to continue.

Fast forward three years, and not only are we still posting content, but we’ve also had the privilege of working with major brands such as Coca-Cola, Disney, 3M, Procter & Gamble, and AT&T, creating paid advertisements. In the beginning, we had no idea what we were doing, but over time, we’ve found our footing and are constantly learning and evolving.

In addition to our social media presence, we are also working with music producers to launch Hailey’s first EP. She has been writing her own music since 2022 and has already performed at iconic Los Angeles venues such as The Whisky a Go Go, The Troubadour, and The Mint.

This is a family-run business with four members: Hailey, Kina, Denisse, and myself, Luis Hermida. We all wear multiple hats, from editing videos and writing ad concepts to managing music promotion, accounting, and everything in between.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I feel incredibly proud of the journey my family and I have taken. When we first came to this country, I didn’t know anyone, didn’t speak the language, and had no specialized skills or higher education. But I made it a personal mission not only to learn English but also to immerse myself in the culture of my new home. To an outsider, it might look like our success happened by chance, but in reality, it has been the result of years of hard work, dedication, and persistence.

The road to where we are now was far from easy. There were countless moments of frustration, especially when we lacked a clear roadmap or guidance on what to do next. There have been many times when we felt like giving up, but we always found the strength to keep pushing forward. One of the things that keeps us motivated is a saying in our family: “We’ve done a lot more for a lot less.” It makes us laugh and reminds us of our roots. As immigrants, we’ve done some of the hardest jobs—from washing dishes to working as movers, busboys, and hotel maids. That resilience, shaped by our experiences, is at the core of our success.

What truly sets us apart is our unwavering belief in the power of family. Family and love are the engines that keep us going. Building a business as a family hasn’t been easy, but it has been worth every challenge. We’ve found that having fun together, whether creating content or working on projects, has translated into genuine success.

I also want to share a personal story that symbolizes how far we’ve come. When we first arrived in this country, our very first mattress came from a dumpster, as did all of our furniture. We started with nothing, but those humble beginnings have shaped our work ethic and our appreciation for everything we’ve built today.

At the heart of our brand is the message that perseverance, love, and family can overcome any obstacle. We want the world to know that no matter where you start, anything is possible if you stay committed to the journey.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Day 1: Exploring the Beaches and Santa Monica

Morning: Start the trip with a visit to Santa Monica Pier. Walk along the pier, enjoy some arcade games, and take a ride on the iconic Ferris wheel.
Lunch: Grab a bite at The Albright on the pier for fresh seafood or head over to Blue Plate Taco for some delicious tacos with ocean views.
Afternoon: Stroll or bike down to Venice Beach, taking in the local art, street performers, and the famous Muscle Beach.
Evening: Head to Abbot Kinney Boulevard for shopping and dinner. Try Gjelina for a trendy, farm-to-table dining experience.
Day 2: Hollywood & The Entertainment Scene

Morning: Start the day with a hike up to the Hollywood Sign via the Griffith Park trail for amazing city views.
Lunch: Stop by In-N-Out Burger for a classic LA experience, or if you’re near Sunset Blvd, try Pink’s Hot Dogs, an iconic spot.
Afternoon: Explore Hollywood Boulevard, visit the TCL Chinese Theatre, and check out the Hollywood Walk of Fame.
Evening: Catch a live show at the legendary Hollywood Bowl, or if you prefer comedy, hit The Comedy Store for some great laughs.
Day 3: Downtown LA Vibes

Morning: Visit The Broad Museum to see contemporary art, and then take a short walk to the Walt Disney Concert Hall to admire its stunning architecture.
Lunch: Stop by Grand Central Market for an array of local food vendors—Eggslut is a must-try.
Afternoon: Head to The Last Bookstore, a quirky and iconic spot downtown, and then explore the nearby Arts District for street art and boutique shopping.
Evening: Grab dinner at Bavel, a Middle Eastern restaurant known for its incredible flavors. Then, end the night at Perch for rooftop drinks with panoramic views of the city.
Day 4: Day Trip to Malibu

Morning: Take a scenic drive along the Pacific Coast Highway and stop at Malibu Pier. Enjoy a relaxing brunch at Malibu Farm with oceanfront views.
Afternoon: Spend the day soaking up the sun at Zuma Beach or explore El Matador State Beach, famous for its sea caves and rock formations.
Evening: On your way back, enjoy a sunset dinner at Geoffrey’s Malibu, known for its romantic setting and coastal cuisine.
Day 5: Culture and Gardens in Pasadena

Morning: Visit The Huntington Library, Art Museum, and Botanical Gardens in Pasadena. Explore the stunning Japanese garden, desert garden, and art galleries.
Lunch: Enjoy a casual but tasty meal at La Grande Orange Café in Old Town Pasadena.
Afternoon: Stroll around Old Town Pasadena’s boutiques and grab a coffee at Intelligentsia Coffee.
Evening: For dinner, try Union Pasadena, a cozy spot offering rustic Italian dishes. If you’re up for a show, catch a performance at the Pasadena Playhouse.
Day 6: Theme Park Fun

All Day: Spend a full day at Universal Studios Hollywood for a mix of thrilling rides and behind-the-scenes movie magic. Don’t miss The Wizarding World of Harry Potter.
Dinner: End the day with dinner at Saddle Ranch Chop House on Sunset Blvd, famous for its mechanical bull and lively atmosphere.
Day 7: Art & Chill in West Hollywood

Morning: Visit the Los Angeles County Museum of Art (LACMA) and see the famous Urban Light installation.
Lunch: Try Gracias Madre for a plant-based Mexican meal or Joan’s on Third for a laid-back but delicious deli-style lunch.
Afternoon: Walk around Melrose Avenue, checking out the boutiques and street art, including the famous Paul Smith pink wall.
Evening: Wrap up the trip with dinner at Catch LA, a rooftop restaurant that blends great food with incredible city views.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Absolutely! First and foremost, I want to recognize my family—Hailey, Kina, and Denisse—who have been the backbone of everything we’ve built together. We function as a team, and their dedication and support have been crucial to our success.

I also want to give a special shoutout to Gary Vee, who has been a huge source of inspiration for me with his entrepreneurial mindset and relentless drive. Bob Iger’s leadership and insights have also deeply influenced the way I approach business and creativity.

I can’t mention my story without giving the biggest credit to my mom. She raised my brother and me after we lost our dad when I was just 11 years old. Even though she passed away after her battle with pancreatic cancer in 2021, her decision to move us to the U.S. changed the trajectory of my life forever, and I owe so much to her strength and sacrifice.

Books like “How to Get From Where You Are to Where You Want to Be” have also played a significant role in shaping my outlook on personal growth and success.

Finally, a massive shoutout to our followers—our friends across all social media platforms. Without their constant support, none of this would have been possible, and for that, I am truly grateful.

Instagram: @thehermidas

Facebook: The Hermidas

Youtube: @Hermidas

Other: TikTok @thehermidas