In 2000, he directed epic campaigns for Renault and Arnet that blurred the line between cinema, art and advertising; in 2001, he directed his first US campaign for Miller. Conceived by Austin, TX-based agency LatinWorks, the spots evolved out of the US Hispanic market into ads slated for widespread release. Contrary to his first experience with the US Latin market, Szechtman says he was treated as an equal in the process of putting together the Miller campaign. "Rain," "Tarot" and "Word" depict erotic, dialog-free situations and possess a subtlety rarely seen in beer advertising.

"We tried to make erotic situations with a sense of smartness, more mind games than physical ones," says Szechtman. "We had good actors so we tried to not be so cliché and mix European imagery with Latin sounds for this American brand."

In "Rain," a couple struggle into an apartment during a storm, soaked to the skin; while unpacking, glances between the two communicate lusty volumes as the man passes the woman a beer. In "Word," a couple play Scrabble on the beach, spelling out racy words as they exchange sultry vibes. "Tarot" has a sexy soothsayer delivering an erotic reading for her fortunate customer; she clicks off the lights after he passes her a Miller.

Sergio Alcozer, creative director with LatinWorks wanted to work with Szechtman because of the director's talent for storytelling, production values, direction and his ability to convey strong ideas.

"The campaign was about portraying real-time moments, capturing all that great acting without words," says Alcozer.

When Szechtman started with Buenos Aires-based Flehner Films a decade ago, he had already worked as a journalist for the newspaper Clarin during the Falkland conflict with Britain, and as an assistant to editors, sound and production technicians while learning the tricks of the film trade.

"I realized after my first feature that there was more money in commercials and that the better technicians work in commercials," recalls Szechtman. "I thought that if I worked in the industry I would be trained, even though I hated commercials and people in advertising in those years. I told them to their faces very frankly that I was just there for the money."

That all changed when Szechtman met Eddy Flehner, director and owner of then nascent Flehner Films; as an AD, he was introduced to Avid and digital technology by the forward-thinking Flehner.

"Flehner was the one company in Argentina that had Macs in '91; it was like being in the states in '84," says Szechtman.

He was also introduced to international advertising, soon realizing commercials could be more than product-driven sales tools. Also, a new generation of young creatives were ascending to power in Argentine agencies, many concerned with bringing home international awards. After shooting 2nd unit on a number of spots, Szechtman directed a cookie spot and Flehner was pleased with the results. Szechtman then worked with creatives like Hernan Ponce for whom he shot a comedy spot for Channel 13.