RevistaNet interviewed Liz Pasillas in February 2023 as its Venus de Febrero, and described her in four words that rarely appear together: businesswoman, innovator, cultural producer, sports promoter.
"That happens when you love what you do," she answered when the magazine asked about the permanent smile. The interview covered the agency, the cultural work backed by BRP, and the boxing programme she runs with her brother Víctor Pasillas through Union Promotions, which puts Juárez children and young fighters in front of a crowd.
By then the cultural projects had a public record of their own: Ruta Norte in virtual reality, and Juárez Aumentada in augmented reality, which was digitising the city's monuments and historic centres.
The interview ran on NET Noticias on February 16, 2023, written by Verónica Palafox, under the title "Una creativa sin fronteras". It is the fullest account of the route: the eldest of five, an acting ambition traded for a financial administration degree, then New York and Miami with Jonalex Herrera, producing film and digital content for platforms including HBO and Prime Video, and a return to Juárez in 2019.
The article set out what the company does in three lines — digital marketing strategy, immersive content in virtual and augmented reality, and film production — and put numbers to the work: Ruta Norte funded through the state culture secretariat's Eká programme, Juárez Aumentada capturing the city's monuments and historic sites in 3D, and fourteen applications built for one maquiladora's training centre. It also covered the part that has nothing to do with technology: the gym she runs in the Sara Lugo neighbourhood, the scholarships it gives young athletes, and the boxers she has helped to international contracts.
One correction to the article's own account: the move itself was December 18, 2018. What happened in 2019 was the company formally opening in Juárez, a few months later.