Why the Macias brothers are construction their inventive empire in Miami

“Other cities are established, especially within the industry,” says Marcos. “New York, London – a lot has been built. But in Miami, I feel like I’m contributing and participating in helping shape something new.”

And that’s precisely what they’ve executed. Over the previous 20 years, the brothers have grown a multidisciplinary, extremely famend company that now works with manufacturers starting from General Mills and LVMH to regional favorites similar to Pollo Tropical, creating full-funnel campaigns that transfer tradition whilst staying commercially sharp.

“We help brands break away from the obvious so that we can find those unexpected revelations,” says Alex. “This isn’t about an algorithm. It’s about the power of creativity to connect and move people, brands and culture in other unique ways.”

The company is likely one of the few Miami-born, award-winning indies with critical end-to-end features. Its style is constructed round hastily frightening creativity that emphasizes cultural intensity, partnering each with world giants and impressive challengers to damage from the “expected” paintings and to find concepts that spark actual dialog and emotion.

“We’ve got the strategic backend, the creative firepower and performance chops,” says Marcos. “But, more importantly, we are built to work in today’s fast-moving world: nimble, smart, cross-disciplinary teams that have a pulse in culture and can also produce real results for brands across the funnel. That’s what makes the difference.”

Executive director Ernesto Ruiz, who rejoined Macías after a stint at JKR in New York, says Miami’s rising presence at the world degree indicators its emergence as an artistic hub formed by means of transferring US demographics. “Like established creative capitals across the globe whose creative foundations are shaped by their historical cultural melting pots, Miami’s rich diversity is now influencing creativity across the entire US.”

“It makes the city a powerful litmus test,” provides Alex. “It’s one of the most culturally influential places in the world. If you’re not paying attention, you’re missing out on some serious growth.”

National manufacturers appear to agree. Though a smaller marketplace than LA or NYC, Miami will also be as influential, steadily used as a countrywide and world marketplace for product launches and ideation as a result of what resonates in Miami incessantly tracks with the wider inhabitants and bicultural US.

“Miami is shaping world-class cultural and business moments, from Art Basel and Formula 1 to the rise of the ‘Wall Street of the South,’” says Ruiz. “It’s a market defined by cultural fusion, authenticity and sharp insight.”

Forget the filters. For Macias, actual Miami isn’t handiest bottle provider or influencer bait. It’s intimate track pop-ups, native dive bars, skating subcultures, cafecito rituals and layered neighborhood networks. It’s BaySkate, the grassroots activation it introduced years in the past that introduced 5,000 folks right into a public park for an open-air party of track, motion and native id.

“It’s sometimes not just about spectacle,” says Alex. “It’s about connecting with people on their terms and at a quality they deserve.”

Watch this house

In the approaching weeks, The Drum will sign up for the brothers on a sail thru Biscayne Bay for a filmed dialog about Miami, industry and the artwork of studying the wind. “Sailing is a great metaphor for everything we do,” says Marcos. “Sometimes you need to tack. Sometimes you’ve got to move even when the course isn’t clear. But if you keep momentum, you find the flow.”

The movie will discover why Miami issues greater than ever to fashionable entrepreneurs and why this indie company is making a bet large on it. Because for the Macias, Miami isn’t simply the place they paintings; it’s how they paintings. And they’re no longer following the traits; they’re charting them.