São Paulo, June 10, 2026 – Don’t Touch My Soda has announced the addition of Magui Arrieta to its roster of directors. With more than two decades of experience in the audiovisual industry, Arrieta has built a career distinguished by the combination of narrative sensitivity, visual excellence, and a deeply human approach to directing.
Trained in Fine Arts and photography, Magui has developed her own cinematic language, rooted in authentic performances, emotionally driven storytelling, and meticulous attention to detail. Her work spans advertising, entertainment, and independent projects, always guided by a strong commitment to craft and the power of storytelling.
Throughout her career, she has directed campaigns for brands including Gatorade, Ford, Mercado Libre, Coca-Cola, Corona, and María’s Gamesa, while also leading internationally recognized projects. Her film Imperfect Motherhood was featured by the Director’s Library and received multiple awards and selections at industry festivals and competitions.
In 2021, Magui expanded her work into the entertainment sector by joining the creative team behind Disney+’s Ringo: Gloria y Morte, where she served as the project’s showrunner.
Arrieta joins Don’t Touch My Soda to strengthen the company’s authorial vision and creative diversity.
“Magui has a rare ability to combine visual sophistication with emotional authenticity. Her work is elegant, sensitive, and deeply human. She moves naturally between advertising and entertainment, always placing storytelling and people at the center of every project. We are thrilled to have her with us and excited to create incredible work together,” says Michelle Lutfy, Head of Executive Production at Don’t Touch My Soda.
Speaking about joining the company, Magui highlighted her immediate connection with its philosophy. “I have always looked for partners who value authentic storytelling and creative freedom. At Don’t Touch My Soda, I found a team that is restless, passionate about great ideas, and committed to excellence. I am very happy to be part of this moment and to begin this new chapter.”
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