Sun Factory: the creative gaze as horizon

This piece was originally published by Verbo Comunicación in January 2026. Reproduced with the publication's permission.

Pablo Goldberg is the force behind Sun Factory, a production company founded in 2004. Commercials, films, music videos, television. From concept to delivery: creative development, scriptwriting, casting, logistics, permits, cameras, lighting, location scouting, animation, original music, VFX and post.

Among the clients who've trusted that vision: Abasto Shopping, Banco Patagonia, Bodegas Salentein, Canal Encuentro, Danone, Infobae América, Volkswagen — and a list that keeps growing.

There's another side of the work that doesn't always make it into the portfolio: Sun Factory runs a discounted rate structure for organizations and foundations working on causes with social, environmental or economic value. More than twelve productions per year done at no charge.

New York, 2004

The company was founded alongside John Sann, a photographer who trained as an assistant to Irving Penn. The studio was in Tribeca — a space with a crack of natural light running across the ceiling from end to end. That light gave the place its name: a factory of sun.

The early years were editorial work in Buenos Aires for magazines like Metrópolis and Brando. Pablo worked as executive producer and director on accounts ranging from IRSA to Natura.

The break and the reorientation

After John's death in 2007, activity in New York stopped. Two years of transition, of closing that chapter and reorganizing. In 2009, a sabbatical year as executive producer alongside BoogiemanMedia. Then the decision to reopen Sun Factory and pick back up.

From there, the work gradually built into something with a distinct shape: clear rules, a defined aesthetic sensibility, a way of producing that was passed on to the freelance filmmakers who came through the company over the years.

Home(Sick) and Bestefar

In 2023, Sun Factory was chosen by Accerts Productions to shoot 49 scenes of the feature Home(Sick), directed by Raúl Peyret. The film went on to win awards and nominations in the United States and Canada.

Between 2023 and 2024, the company filmed and produced Bestefar, its own documentary shot between Norway and Buenos Aires. It screened in Oslo in November 2025 as part of the Film Fra Sør festival. Directed by Pablo Goldberg. Produced and narrated by Karen Huseby.