PRODU talks to Jero Villar Uribe about starting stories from business problems

The Latin American industry publication PRODU published an interview with Jero Villar Uribe, CAVE's EP of Originals, on June 12, 2026, written by Aliana González.

The conversation lays out a shift CAVE is working to bring to the region: editorial content that begins with a company's actual business problems rather than a marketing brief. Villar describes reading financial reports and internal documents to find the pain points a company is already carrying, whether that is talent retention, inclusion targets, or legal exposure, and building stories from there. Brands are not making art for art's sake, he says. They are trying to sell more or lose less.

He also argues that AI is accelerating the end of the traditional product commercial. As people turn to AI tools for comparisons and recommendations, the transactional work of advertising gets absorbed, and what remains valuable is the kind of story that carries a company's values and earns an emotional connection.

The piece points to You Belong Here, our documentary with PepsiCo, as the working example: a brief about disability self-identification that turned into the story of Dustin Maynard. The film premiered at Brand Storytelling during Sundance, won a 2024 Gold Telly in the DEI branded content category, and moved the company's self-identification numbers by 25 percent.

Read the full interview on PRODU. The article is in Spanish.