While film and television are attempting to recalibrate, online entertainment is thriving like never before. Some of the most recent and original platforms are DramaBox, ShortMax, and GoodShort. Delivering vertical dramas that cater to the audience’s personal viewing inclinations, these productions indicate a direction that may prove to be the future for entertainment as we know it. Professionals like Production Designer Jose Daniel find themselves in the unique position of participating in both traditional and emerging formats, leaving talent and the public’s level of interest as the deciding factors. All of this equals a win for viewers and for those like Jose who possess the talent and ability to apply their wares in an eclectic set of circumstances. He declares, “Finding the place where one’s unique abilities benefit oneself and others is a special place. I always knew that I needed to pursue a creative career where I could let my imagination run free, something I could use to change people’s lives for the better. That is why later in life, I graduated with a BA in Industrial Design. I also studied abroad in multiple countries, where I continued expanding my interests and skills in storytelling. It was when I started working at The Walt Disney Company Mexico that I discovered my passion for Production Design and realized I could marry design and film. This opportunity then led me to work at an event production company, designing for clients like Disney, Fox, and Warner Bros. Studios.” Present day finds Jose collaborating on productions that entertain a wide demographic and yes, hopefully change lives for the better…if even for just a little while.
With 17.5 million views, ReelShort’s Billionaire CEO’s Secret Obsession is an undeniable sensation. As the production designer of this vertical series, Jose undertook the task of establishing a world where passion and danger are twins who never venture far from each other. With multiple dysfunctional characters, the settings and surroundings often serve as nonverbal personality cues. Incredibly, the entire season was shot in only ten days, yet the immense attention to detail would indicate months. The short production schedule wasn’t the source of anxiety for Jose as he notes, “There’s a lot of action in this series and the use of knives and guns throughout it always made me highly aware of safety for all involved parties. We had a fantastic team and there were no issues, but you never truly exhale until filming is complete.”
Mr Daniel found a much lighter mood during the filming of Isabel LaRosa’s “Muse” music video, for which he was also the production designer, even though the production had its complexities. He describes, “In the last moment of the video, Isabella pours ‘gasoline’ over the floor and I was in charge of supervising to ensure that this was done safely. You can’t take safety too seriously in this industry.” As the person who designed every aspect of the physical set from the checkered floor to the light fixtures and rose wallpaper, Jose knew it far better than anyone. It’s fascinating to hear this as a point of focus from a PD who is known for creative feats like turning present day LA into Scotland during the 1600’s as Jose did for The Witch Pricker & the Hare (screened at AFI Fest in 2024 and Sidewalk Film Festival in 2025) and recreated parts of the spaceship & characters of Marvel’s Eternals for its premier with Mexican event production company Matatena. When questioned about this, Daniel states, “I’m always up for a challenge. I feel privileged to work my dream job surrounded by professionals I get to call my friends. We do our best work when everyone feels they are in a secure place. In my job, I get to focus on creativity while at the same time being the practical one who reinforces safety and security. It’s all about collaborating with your team and helping each other be the best version of themselves.”
Writer : Basil Thomson
Ayushi Saini 
Punit