Cruz and Solis, most recently with Albiñana Films, aim to tackle production services jobs and directorial representation for the Spanish commercial market with what Cruz terms a fresh and modern approach. This approach includes adhering to international production standards and upping the technological ante.

"People have been coming to Spain to shoot for a long time and most of the services companies use the old ways of producing. We want to make it more serious," says Cruz.

"Or maybe not serious. One of our strong beliefs is we want people to have fun not get worried; we handle production," says Solis. "People in London say Spain has a bad reputation. Maybe because of bad experiences they think things don't get done here, that they have to hurry things up. But Spain is not third world, production here can be the same as in England, the US, Germany or wherever."

Similarly, The Lift emphasizes "paperless" business and the use of the Internet to transmit important location, casting and production information quickly.

Cruz says The Lift's approach towards repping directors in the Spain will focus on career building, with a picky mentality towards potential jobs. The Lift's roster of directors is currently being finalized.