Growing up in Mexico City, Alejandro Salinas was captivated by the artistry of music videos. Crafting images and story to music, and the creativity that went along with it, was something he knew he wanted to be a part of. Eventually, this transitioned from a dream to a reality, and now he is professionally known around the world as Zeon, an extraordinary director and editor who isn’t just passionate about what he does, but this passion translates to talent, making him one of the best.
Zeon’s career has been filled with accomplishments making music videos and films. This past year, he also saw success in the fashion world, which he calls one of the highlights of his career so far. Zeon directed and edited first Mexican fashion documentary, titled Mextilo.
“I travelled to Paris, met all these important fashion designers and saw how far a simple idea can take you,” said Zeon. “It was an amazing experience. I collaborated with a very hard working and talented team, who are now great friends who I keep working with. We’re like a family now and I’m glad this project allowed all of us to come together.”
The documentary did so well that it’s now being turned into a book, something Zeon is very proud of. He originally wanted to work on the film because the producer, Gustavo Prado, was someone he had always admired and wanted to work with. However, after being exposed to the project, it being the first of its kind made it even more attractive to get involved with.
“I worked very closely with Gustavo. I had a great time, because he’s not just a co-worker, but a good friend and someone I learned a lot from. The editors are now friends of mine with whom I’ve worked on in different music videos. They are all very talented and fun,” said Zeon. “But getting to know all these designers, the fashion history behind my culture, and this whole visual world I got to explore by making the documentary made working on Mextilo amazing.”
The film had a long process of editing and re-editing, shooting interviews and making the film better with each cut, but having a clear structure and organization allowed Zeon to push through. This perseverance led to outstanding results. In addition to the book deal, Mextilo was the first Mexican fashion documentary premiered at ASVOFF film festival in Paris.
“I feel very honored to have been personally invited by Diane Pernet to the festival. Working so hard on a project locally and seeing how it was much bigger when seen from a worldwide perspective was very rewarding,” said Zeon.
Although it was the first Mexican fashion documentary to appear at the festival, Mextilo was not Zeon’s first taste of success in the world of fashion film. He previously worked on the fashion film and music video Dieode.
“It’s motivating to have such recognition because it proves I’m not the only one who sees potential in what I do, and even though some people in my country don’t seem to appreciate it, the rest of the world does, even more than I expected,” said Zeon. “It was great being involved in all the creative aspects of the film and getting to develop my creative vision with many talented people that further expanded everything in the best way.”
Dieode went on to be an official selection at various festivals, which is satisfying to Zeon as he was in charge of creating the entire concept of the film from scratch, and he worked hands-on with every single creative department.
“Zeon strives for perfection–he’s one hundred percent focused on the work in all the videos or films he’s involved in, always with a lot of responsibility, communication and passion. He’s very detail oriented,” said Kether González, the producer of Dieode. “He is very friendly and kind with the people he works with. He is definitely one of the most dedicated and responsible people that I know in this business.”
The film premiered in early 2014 at the Cineteca Nacional in Mexico City, with full attendance in the theatre. Zeon was very humbled to see this video finally done, and that people enjoyed it so much.
“People were silent until the very end of the video, and when up until the final credits showed up on screen, everyone clapped euphorically,” he said.
Despite having worked on music videos in the past, Dieode was Zeon’s first time fusing fashion with music videos. He wanted to create his own version of that hybrid.
“It was a very strong and simple idea I thought could work. It would allow me to push my limitations by working with other creative disciplines alongside me,” he said.
With his true passion being in making music videos, Zeon has worked alongside Lady Gaga on the video for her Academy Award nominated song ‘Til it Happens to You, as well as La Lupita, Icon for Hire, and the Raíz collaboration of Lila Downs, Niña Pastori, and Soledad. No matter who he is working with, he knows directing and editing is what he was meant to do.
“I wanted to get into this field because I would be watching music videos that were already released and thinking: “No, this needs to cut faster! It’s the chorus of the song and the most emotional part! How come we’re in a static shot?!” I felt that only by doing it myself would I be able to get my vision across,” said Zeon.
“There’s so many feelings that can be accentuated and drawn just from the right editing, and I’m obsessed with making that happen,” he concluded.