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

Hi Juanma, do you have any habits that you feel contribute to your effectiveness?
I think one of the habits that’s helped me the most is showing up no matter what. Whether I was directing a high-budget commercial or filming with almost no resources, I always treated the project like it mattered—because it did. That consistency, that decision to give my best even when no one’s watching, built trust with myself and with the people I work with.

Another key habit has been visualizing the feeling first. Before I shoot, I ask myself: what do I want people to feel when they watch this? That emotional anchor guides every creative and technical decision I make. It’s something I developed over time, and it’s helped me connect my work with audiences on a deeper level.

Lastly, I’d say staying connected to service. I don’t just want to create visuals—I want to create impact. Whether it’s feeding people in Bogotá or helping a brand tell a story that uplifts, keeping that intention present has shaped how I move, what I say yes to, and how I lead my company, Good Feelin’.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My art lives in the space between emotion and image. I don’t just make videos or take photos—I build visual experiences meant to move people. Whether it’s a music video that connects globally, a commercial that elevates a brand, or a photo that tells a quiet story, my goal is always the same: to create something that feels alive and honest.

What sets my work apart is the intention behind it. I don’t approach projects just as a creative director or DP—I approach them as a storyteller and a feeler. I’m obsessed with mood, energy, color, and rhythm. Every frame has to mean something. I want people to remember how it felt, not just how it looked.

Getting here wasn’t easy. I built my career from the ground up, with no agent, no big backing—just my camera, my instincts, and my will to keep going. I left Colombia at 16, landed in Florida, and eventually made my way to L.A., where I learned a lot through struggle. But every challenge sharpened my voice. I’ve been told “no” more times than I can count, but I learned how to turn “no” into fuel, into art.

Today, I run Good Feelin’, a production brand that’s about more than visuals—it’s about impact. We tell stories, yes, but we also help people, help animals, and live by the belief that creativity should serve something bigger than ego.

If there’s one thing I want the world to know, it’s that I’m here to create with meaning. I want my work to feel like something you carry with you. Something you don’t forget. Because art, when done right, has the power to heal, to awaken, and to connect us in ways words can’t.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Honestly, I’m not the type to plan everything by the minute. I think the best experiences come from letting the road guide you a bit. If my best friend came to visit (best friend meaning my girlfriend who lives in Colombia—we’re always daydreaming about where I’d take her when she comes to the U.S.), I’d probably say: pack light, bring good music, and let’s go get lost for a while.

We’d start with a road trip through the Everglades—windows down, cameras charged, no real destination. Just the drive, the silence, the sound of water and wind. That’s where the magic starts for me. Maybe we’d end up in a small town or catch the sunset somewhere unexpected, and that would be the whole point.

At some point, we’d definitely escape to the beach. I like spending the whole day there, doing nothing but swimming, laying under the sun, and smelling like sea and sunscreen. Somewhere with no rush—just vibes. Probably Dania or Hollywood Beach for that raw, local feeling.

When it comes to eating, I’m big on places that feel like hidden gems. Small family spots with incredible flavor, where the food feels personal. I’d take her to grab arepas or fresh ceviche, then maybe a lowkey bar where the drinks are strong and the music’s good but not too loud. Somewhere you can have a real conversation.

To me, the best time isn’t about checking off a list—it’s about energy, spontaneity, and sharing a moment that actually sticks. That’s how I like to live, and that’s the experience I’d want to share.

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. If there’s one thing I’ve learned, it’s that no dream is truly built alone. First and foremost, I want to dedicate this shoutout to my dad and my mom—for their unconditional support, their faith in me even when the road wasn’t clear, and for teaching me the kind of resilience that has carried me through every chapter of my journey.

I also want to extend my gratitude to the many people along the way—friends, collaborators, mentors, even strangers—who’ve believed in me, opened doors, or simply shared good energy when I needed it most. There are too many names to list, but each one left a mark on my story.

And finally, a quiet thank you to the ones who doubted me—that energy also became fuel.

Website: https://www.vimeo.com/goodfeelin

Instagram: https://www.instagram.com/juanmasierra

Other: https://www.flickr.com/goodfeelin

Image Credits
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