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George Roca is Executive Producer for Hone Content. He was born in Spain and speaks Spanish, French and Catalan.

With almost 20 years of production experience under his belt, George has worked in film & broadcast as well as experiential live-events & installations and VR. George began his career in Hollywood, cutting his teeth on the sets of feature films like Zoolander and Vanilla Sky (he does a mean Blue Steel). He started his own production company, working with clients like Moffly Media and Samsung. He also produced and directed a documentary that garnered worldwide exposure on the international festival circuit.

George began working in advertising at Y&R New York producing commercials for Campbell’s, Dannon and Land Rover. After Y&R, George worked as a freelance producer at various agencies throughout New York and Paris, producing content for brands like Ray Ban and LensCrafters before joining JWT New York, where he produced campaigns for Energizer, Schick, Kleenex, Nokia, Vonage, J&J, Bayer and Pfizer.

After spending years producing for large global ad agencies, George left to join SpecialGuest - a Brooklyn startup agency founded by the partners of renowned international production company 1stAvenueMachine, with celebrated award-winning Director Aaron Duffy as acting ECD. As the Executive Producer, in addition to being the client-facing production representative and overseeing all productions for clients like Google, Facebook, Squarespace and YouTube, George was also responsible for managing all billings, setting production practices & standards, training and overseeing producers, and hiring & managing creatives and directors.

When Hone looked to expand their capabilities and launch Hone Content, George’s agency background coupled with his experience building a content department was the perfect fit.