The Root of Our Mission

We are committed to working with any fair-minded filmmakers of any community to promote fair representation in films.

There are more than 63 million Americans of Mexican descent who are almost 20% of the U.S. population. Yet, to this day, film studios and media companies continue to ignore their economic value. They are often treated as foreigners with the lack of proper representation in the mainstream English film and television platforms.

Box office results show that when Latinos, who are heavy consumers of media, feel represented, they go to the box office in droves.

There is untapped potential here.

Through our films, we aim to challenge stereotypes and promote a more accurate representation in film.

Filmmakers and crew filming a scene in a park with large trees, a colorful umbrella, and a table with decorations, under clear blue skies.

Meet the Team

  • Smiling man with dark hair and beard wearing a black polo shirt standing indoors with a warm background.

    Dr. Jose-Luis Ruiz

    FOUNDER

    Dr. Jose-Luis Ruiz, a distinguished author, professor, film producer, activist, and cosmetic dentist originally from Mexico City. Known professionally as J.L. Ruiz, he is the best-selling author of the award-winning "Irreversible Damage: The Katie Suarez Social Justice Series." His most recent publication, "The First Cowboy: The Collision of Two Great Cultures," has also been adapted into a short film. Dr. Ruiz serves as the director of the Mexican American Film & Television Festival (MAFTF) and produces The Illustrious Awards. With over 25 years dedicated to advocating for the Latino community in dentistry, Dr. Ruiz founded the Mexican American Cultural Education Foundation (MACEF). He is the author of "Supra-Gingival Minimally Invasive Dentistry" and has contributed numerous research articles to the field. As a former course director at USC, he is also a highly sought-after speaker on cosmetic dentistry.

  • A young woman with long dark brown hair smiling, wearing gold hoop earrings and layered necklaces, in a warmly lit indoor setting.

    Yazmin Hernandez

    MARKETING DIRECTOR

    Yazmin is a Marketing and Business professional with dual Bachelor’s degrees from California State University, Northridge. She brings a strategic and creative approach to her work with Dr. Ruiz Productions, with a strong focus on reshaping the Latino narrative through leading strategic campaigns to garner meaningful community engagement. Passionate about representation and cultural equity, Yazmin is committed to projects that amplify authentic voices and create meaningful change. She also serves as the Marketing Director for the Mexican-American Cultural Education Foundation where she fulfills the same mission to change the Latino narrative. Outside of her professional work, she’s an avid film lover and reader, always exploring stories that inspire and reflect diverse perspectives.

  • Headshot of a smiling man with dark hair, beard, wearing a cream-colored polo shirt with black trim, against a plain white background.

    ROBERT RUIZ

    FINANCIAL OFFICER

    A proud first-generation Los Angeles native, Rob holds a Master's Degree in Management and Human Resources from the University of Tennessee. With a career in strategic leadership roles at fast paced tech companies, his favorite career accomplishments involve championing inclusive learning and development initiatives. Outside of his professional endeavors, Rob is an active member of the Mexican-American Cultural Education Foundation, where he serves as Program Director & Film Festival Manager. His role collaborating with filmmakers to promote authentic storytelling has even inspired him to embark on his own screenwriting endeavors. As a presenter at this year's film festival, he is honored to celebrate compelling narratives and amplify underrepresented voices in cinema.