Habitant launches in Uruguay
Habitant accelerates its pan-Latin growth with Uruguay launch and new local leadership updates.
)
Independent service production company Habitant continues its recent Pan-Latin growth with the launch of Habitant in Uruguay, a new venture in collaboration with long-standing local film production company Salado Unltd.
The move builds on a defining year for Habitant. Following the opening of its Bogotá, Colombia office in summer 2025 - which delivered 16 projects in its first six months, and a Cannes Grand Prix win for Go Daddy’s Act Like You Know campaign produced by ProdCo and serviced by Habitant in Mexico. The company is now extending its presence further south, connecting teams in Mexico, Colombia and Uruguay, to provide greater flexibility, local knowledge and production access across the region.
In Uruguay, Habitant has opened its office in Montevideo and brought in Chief Financial Officer Andrés Ameglio who has in-depth local production expertise. Together with an experienced admin team, he will handle one of the best tax incentives in the region (the PUA), a cash rebate that returns up to 20% of all Uruguayan expenses on international advertising projects after wrap.
Montevideo-based Federico Calabia also joins Habitant as Managing Director & Executive Producer. Experienced and widely recognised across the Brazilian and wider LATAM markets, his work spans global brands like Nike, Puma, AT&T, Unilever, Santander and Mercedes-Benz. A newly-appointed regional Motion team, made up of Head of Bidding, Elizabeth Tapia, and Executive Producers Matias Godoy and Gleny Valente, will work across all three territories, while existing Managing Partners Santiago Lebrija and Arturo Arroyo will oversee efforts across offices.
“After a strong year in Colombia, Uruguay felt like the right next step,” says Lebrija. “We always bring in people who truly understand their market and from the moment we met Federico, we were aligned. We’re here to offer our clients different options about where and how they produce.”
With an established profile in commercials and high-end production, Uruguay offers experienced crews, strong infrastructure and compact geography, with a range of locations accessible within a 200-kilometre radius. From European-style architecture to coastline and countryside, with cities convincingly doubling for the US and Europe, Uruguay has housed major international projects for Netflix, Amazon and HBO.
“Uruguay is a very efficient place to produce,” says Calabia. “Habitant already has a strong reputation for servicing premium productions and they know what’s required of them as collaborative partners. I’m excited to join the team.”
Still independently run and founder-led, Habitant now offers clients a connected presence in Latin America, designed to adapt to different production needs.
