Rodeo Show signs food & tabletop director/DP Mike Palafox

Rodeo Show has signed Mexican-American director Mike Palafox for US representation. 

A sought-after tabletop director, Palafox joins the Rodeo Show roster, having previously freelance directed with the company. Just as a chef plates their masterpiece, Palafox makes every detail count in his food stylings with cinematic precision, crafting culinary stories that are universally relatable. His portfolio of food and beverage work includes commercials and content for Heineken, Subway, Hellmann's, Heinz, Coffee-Mate, Lamb Weston, Coca-Cola and Modelo. 

"To eat is a necessity, but to eat intelligently is an art, this is how Mike approaches his work,” remarks Martell Rose, Executive Producer at Rodeo Show. “He brings a bold flavor to our spice rack of directors.” 

“I love the electric boutique vibe at Rodeo Show, where the roster is curated to balance the creative vision of its directors and the needs of their brand and agency clients,” adds Palafox. “With a couple of projects behind us, now feels like the perfect time to strengthen our partnership and build on our shared passion for multicultural storytelling and, of course, food!”

Commercials have long been Palafox’s preferred medium – even in film school, where his classmates dismissed Hollywood as “too commercial.” However, with two parents working in advertising production and a childhood spent on sets, he saw commercials as a medium to bring little moments of joy to audiences. 

“Some directors view commercial work as merely a stepping stone to securing a major film deal,” says Palafox, who went to culinary school in Switzerland before attending film school in London. “As a food and tabletop director, I combine my passions for filmmaking, storytelling, and food. I am exactly where I want to be.”

Primarily focused on the food and beverage space over the past six years, Palafox’s standout work includes a Heineken Silver campaign, initially created for the Asian market and later launched globally. Beyond its refreshingly detailed cinematography, the campaign showcased his skill in working with actors and scripted moments, and his expertise in prepping shoots for social media adaptations. Also of note is a spot he directed for Corona Non-Alcoholic, a piece shot against a virtual background on stage in snowy Chicago that transported viewers to a warm, sunny beach in Mexico, and a campaign for Macallan featuring a renowned Scottish violinist, blending his passion for whisky.

No matter what genre he is working in, Palafox’s collaborative philosophy in advertising emphasises respect for the agency's vision and the time invested in the creative to meet the brand’s needs.  

“I’m not the kind of director who insists he knows best and does whatever he wants, especially knowing the back-and-forth between the client and agency and all the testing it takes to get the creative on set,” concludes Palafox. “I see myself as a doctor delivering their baby, I’m here to bring it to life and make sure it’s healthy.