As a child, cinema was a family ritual. Her mother, a devoted movie lover, turned films into shared memories. “My mom loved Ghost—she watched it over and over again. I think that’s where my most intimate bond with cinema comes from: watching her get emotional and realizing that films can bring people together,” Javiera recalls.
A publicist by profession, her career has been defined by the desire to tell stories. “I studied advertising because I believed the world could be changed through it, but along the way I discovered that thirty seconds are never enough to say what you really want to say.” That search took her to Spain, where she completed a Master’s in Film and TV Screenwriting. “There I understood that my love for storytelling has no limits: stories about brands, people, places… stories that truly reach others.”
Throughout her career, she has moved between advertising and television, working at agencies such as McCann Santiago, TBWA/Frederick, Wunderman Thompson, and Bond, as well as at TV networks like TVN and Mega Media, where she was part of the branded content and brand storytelling division, exploring new ways to tell stories and connect with audiences.
Connecting brands Together
In 2025, Javiera joined JUNTOS to lead the Digital and Branded Content division, a new area that seeks to connect cinema, brands, and audiences. “Private support is essential not only for its financial contribution, but because brands have a social role, and people expect a lot from them. Part of that commitment must translate into culture, into films, for instance,” she says.
The digital team is already developing JUNTOS’s first podcast, a platform dedicated to conversations about film, series, and the contemporary audiovisual ecosystem. At the same time, the team is creating new formats and collaborations with companies, exploring how stories can unite art, brands, and emotion.
“For me, making films is about making people travel. Travel to places they don’t know and may never visit, into stories that aren’t their own but that transform them. It’s about sparking a connection, an emotion, a memory. That’s what drives me,” she reflects.
Today, from JUNTOS, Javiera promotes a new way of seeing cinema, not only as an artistic experience, but as a living conversation between creators, audiences, and brands that believe in the power of storytelling.