Liz Pasillas and Jonalex Herrera spent December 2020 explaining what a Miami production company was now selling in Ciudad Juárez: immersive training, digital positioning and virtual tours.
The company had started in Miami in 2013 and set up in Juárez in early 2019, offering local firms digital content, positioning and immersive solutions, El Diario de Juárez reported. Pasillas described the commercial side as integrated marketing for digital positioning alongside virtual, augmented and mixed reality development. Herrera described the operational side: standardised learning models, safer simulations, and faster, more interactive training for workers.
Two dates sit behind that sentence, and they are not the same one. The founders arrived in Ciudad Juárez on December 18, 2018, after the Miami years; the company formally began operating here in the early months of 2019. The press, reasonably enough, reports the second.
The list was concrete: onboarding for maquiladoras, virtual home tours, a digital expo platform, and a documentary.
The article runs through immersive onboarding for maquiladoras, measurable training performance, virtual home tours for real estate, the D-expo platform for digital expos, and Ruta Norte as a documentary project grounded in migration and empathy. Industry, commerce and culture, at the same time.
El Diario framed all of it through the pandemic-era need to reinvent operations, which is what made the offer practical: better training, more efficient processes, and digital experiences that kept local organisations moving when the old playbook was breaking down.
The sectors it named are the ones the company still works in: manufacturing, medical devices, automotive and real estate, plus the El Paso–Juárez medical biocluster, with BRP among the companies already alongside it. Herrera's argument for the training model was specific rather than promotional — a worker practises the procedure in simulation instead of reading a manual, and the system records how long each attempt took and how many attempts there were, which is the part a plant manager can act on.
Liz Pasillas put the same article back into circulation in May 2022 under a blunter headline — immersive technology as the best option for industrial training — which is how a two-year-old interview became the company's standing argument.
Almost everything the agency does now can be traced back through this story.
The cultural work surfaces later in Ruta Norte and Juárez Aumentada. The industrial XR logic shows up in Johnson & Johnson, Trainlight and the En 15 interview. The founder layer fills in with MexicoIndustry's profile of Liz Pasillas and El Diario's profile of Jonalex Herrera.