Meet Cliqua, the Mexican American director duo that caught the eye of Bad Bunny and the Weeknd

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In a painting, Tony Montana, the fictional drug lord from the movie Scarface, is depicted alongside Joaquín “El Chapo” Guzmán, the real-life drug kingpin. Both men appear relaxed and unfazed, surrounded by piles of money and alcohol.

Filmmaker Raúl “RJ” Sanchez playfully points out a prominent piece of artwork in their Downtown L.A. office, exclaiming, “That’s us!” His creative partner, Pasqual Gutiérrez, adds that they found the frame for it at a nearby shop in Santee Alley.

Their studio, nestled on a corner in the Fashion District, is a reflection of their creativity, love for L.A., and quirky personality—it’s basically a really cool hangout spot. Interestingly, the building used to house a shoe store named Latino Fashion, and the original sign is still there, a remnant of its past.

Stepping inside, you’re immediately greeted by the lower half of a mannequin – complete with male anatomy. “That was our prop from the short film ‘Shut Up and Fish!’” Sanchez jokes. The space also features a heavy metal structure that looks like something from a medieval dungeon, a surprisingly affordable teal couch (they snagged it for under $100), and shelves filled with photography books and mementos that used to hold shoes. It’s a small collection showcasing their journey so far – or, as Sanchez describes it, “a living brain.”

The highly sought-after directing duo known as Cliqua has collaborated with major artists like Bad Bunny, The Weeknd, J Balvin, and Rosalía. Their work includes directing Bad Bunny’s “La Difícil,” The Weeknd’s “Save Your Tears,” J Balvin’s “Reggaeton,” and Rosalía’s “Yo x Ti, Tu x Mi.”

This year, Gutiérrez made his first feature film, “Serious People,” a funny and awkward comedy he co-directed with his friend Ben Mullinkosson. The film, which blends documentary and fiction, premiered at the Sundance Film Festival and was released in theaters in November. Now, you can watch it on various streaming services.

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In the film, both Gutiérrez and Sanchez play fictionalized versions of themselves – music video directors working in a pretentious industry. As Gutiérrez prepared to become a father with his partner, Christine Yuan (also a filmmaker), he struggled to balance his work with Sanchez and his upcoming responsibilities. In “Serious People,” the character based on Gutiérrez comes up with a unique solution: he hires someone to take his place at work.

Gutiérrez explained that certain opportunities depended on both he and Raúl being involved. Clients specifically wanted the ‘Cliqua’ team, and if one of them wasn’t available, the deals would fall through. This was incredibly frustrating for Gutiérrez, as it felt like his decision to start a family was impacting their business, and Raúl was being prevented from handling things independently.

While both Gutiérrez and Sanchez identify as Mexican American, they each express their Mexican heritage in a unique and individual way.

Gutiérrez strongly connects with his Chicano heritage. As a second-generation American who grew up familiar with lowrider culture and the neighborhoods of East L.A., he feels his Latino identity is particularly shaped by the Los Angeles area.

Unlike others, Sanchez grew up as the child of immigrants from Mexico City and Jalisco. Being a first-generation American in Gardena, California, gave him a unique perspective on life.

Sanchez describes a generational divide, explaining that his family has been in the country for a shorter time than others. He strongly identifies with Mexican culture, specifically the traditions of rural life – ‘rancho’ culture, as he puts it. He vividly remembers his grandfather butchering a pig and selling the meat from his truck in South Central Los Angeles. For Sanchez, his family’s story is more about being immigrants than about being Chicano.

“I grew up speaking more Spanglish,” says Gutiérrez. “But Spanish was Raúl’s first language.”

Their collaboration as artists is a reflection of their close friendship. Sanchez sparked Gutiérrez’s interest in the band Los Tigres del Norte and the corridos genre, and Gutiérrez, in turn, shared Lil Rob’s song “Summer Nights” and the 1993 film “Blood In Blood Out” with Sanchez – a movie Gutiérrez feels deeply shaped his cultural identity.

According to Sanchez, they’ve both met each other halfway. The two first connected through their then-girlfriends—now their wives and mothers of their kids—nearly ten years ago. They were both already working as music video directors at the time.

Sanchez explains they connected deeply because they both understood the challenges of being Latino in this industry.

Gutiérrez, who grew up with four siblings, credits his passion for filmmaking to an older brother with a surprising side. This brother was involved in a gang, but he also secretly loved movies. He worked at independent theaters and introduced Gutiérrez to a wide range of films at a young age – everything from gritty dramas like ‘Blood In Blood Out’ to quirky comedies like ‘Amélie.’

With his father’s support, Gutiérrez attended Chapman University to study film production.

Gutiérrez remembers his father telling him that when he was growing up, no one ever considered what he himself wanted to do. It simply wasn’t a possibility. So, when Gutiérrez was accepted to school, his father was determined to make it work, even if it meant taking out loans. He encouraged Gutiérrez to pursue his dreams and see where they would lead.

Sanchez took a slightly different route to becoming a filmmaker. He initially earned a degree in ancient history from UC Berkeley, planning to attend law school. However, he decided to pursue his passion for film in Los Angeles instead. This interest stemmed from his childhood love of video games and film classes he took during college.

But how does one break into making music videos?

You know, when I first started making videos, it was mostly just for fun with my friends. And living in L.A., you’re surrounded by other creative people – musicians, rappers, people in bands – and it just naturally happens that you end up working with them on projects. That’s how a lot of us get our start, really.

“My sister was dating a rapper, so I was shooting his videos,” adds Sanchez.

Still, they both aspired to make feature films.

From the very start of Cliqua, we’ve always discussed music videos using terms borrowed from filmmaking,” explains Sanchez. “Our approach is rooted in cinematic language – we think and talk about our work like it’s a movie.”

Gutiérrez and Sanchez quickly connected and were excited to collaborate. Their first project together was the music video for J Balvin’s “Reggaeton,” which they had to start with very little planning. The success of that experience led them to form Cliqua, initially with the addition of musician Milkman (MLKMN).

I recently learned where the movie’s title comes from, and it’s really interesting! It’s actually taken from a photography book called “Varrio” by Gusmano Cesaretti. He was an Italian photographer who spent the 1970s documenting life and culture in East L.A., and his work even featured the Klique Car Club – which is a big part of the film!

I remember when J Balvin’s early videos first hit the scene – they really launched his career. He quickly found a sweet spot as reggaeton exploded worldwide, and a new wave of artists breathed fresh life into the genre. Even after successfully branching out and collaborating with huge names like the Weeknd, it was clear he felt constrained creatively. He always seemed aware of the boundaries, even with all the success.

According to Sanchez, music videos offer a unique creative freedom because directors aren’t solely responsible for the final product. They’re bringing someone else’s ideas to life, even if the artist gives them a lot of creative leeway. It’s a collaborative process where directors contribute, but it’s not entirely their own work.

Making music videos is challenging,” Gutiérrez explains. “Unlike films, everything happens really quickly. You might only have a couple of days to develop an idea and write a proposal. Then, even after you schedule a shoot, the artist’s availability can cause those dates to change.

In 2023, Gutiérrez and Sanchez created their debut short film, “Shut Up and Fish,” which follows four young Latino men – playfully nicknamed “Edgars” for their bowl haircuts – on a fishing trip. They made the film to challenge typical stories about people from their community.

Gutiérrez explains they aimed for a visual style similar to an Ingmar Bergman movie, something rarely seen with young characters. Miguel Huerta, one of the actors in their short film, later played a character based on Gutiérrez himself – a more unpredictable version – in ‘Serious People’.

Gutiérrez and Mullinkosson drew inspiration from art-house films for “Serious People,” referencing the short, fragmented scenes found in the work of Swedish director Roy Andersson and the unsettling, observed atmosphere of Jonathan Glazer’s “The Zone of Interest.” Gutiérrez often discusses these influences in interviews and Q&As, hoping to pique viewers’ interest and encourage them to look deeper into the film.

Gutiérrez explains that sharing that culture has always been a priority, whether intentionally or not.

Gutiérrez got the idea for his satirical film, “Serious People,” from a vivid, anxiety-fueled dream. In the dream, he was trying to manage work and life by hiring someone on Craigslist who looked just like him. He immediately shared the dream with Yuan, who encouraged him to develop it into a movie.

Gutiérrez hired Mullinkosson because of his experience with documentaries, and he also worried that directing the project with Sanchez would make it overly self-aware and complicated.

According to Mullinkosson, who spoke from Chengdu, China, directors in this industry constantly worry about losing work if they turn down a project, because the competition is so fierce. But ultimately, he reminds us, they’re just making movies and it’s important not to take things too seriously.

Sanchez was initially reluctant to be filmed, but his dedication to Gutiérrez convinced him to go ahead. He ended up enjoying the experience, saying, “It was surprisingly fun to watch myself on screen.” He described it as a revealing experience, explaining that seeing himself so large made him more aware of how others perceive him – almost like watching himself from outside his body.

As a movie lover, what really struck me about this film is how incredibly vulnerable the subjects were. Pasqual, Raúl, and Christine weren’t just playing characters – they were sharing their real lives with the camera, and it felt deeply personal. Mullinkosson put it perfectly: when people are that brave and open, something truly beautiful happens on screen.

Gutiérrez and Sanchez, recently becoming a father himself, are working on a new movie called “Golden Boy.” They’ve described it as a coming-of-age story, similar to “Stand by Me,” following four friends named Edgar. One of them believes boxing legend Oscar De La Hoya is his father, and the group embarks on a road trip across California to find him.

Gutiérrez explains that while the project began with music, the intention was always to create longer, more in-depth pieces. Now, with the release of ‘Serious People,’ that goal has been achieved.

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2025-12-31 22:33