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Root + Frame: Our Story

Grounded in Truth. Built on Storytelling.

The Founders' Vision

Ricardo, Pete, and Frank’s stories — from film nights to global campaigns. Together, they bring a unique blend of experience, culture, and passion to the production world, grounded in authenticity and emotional connection."

A man with short dark hair and a beard sitting at a wooden counter with a green coconut in front of him, smiling and wearing a white t-shirt with a pocket. Behind him is a colorful mural of a map of the Florida area, including the words 'Aloe for Life' and 'NOLA'.

Pete Guzzo
Executive Storyteller | Production Strategist
A founder who’s lived every layer of content production—from public access film nights to global commercial campaigns. Brings strategic and emotional clarity to every project and builds client relationships around honesty, story impact, and long-term value.

Person wearing a wide-brimmed hat, sunglasses, and denim jacket standing by a stone railing along a river with trees and buildings in the background.

Ricardo Ceballos
Visual Director | Docu-Style Specialist
Colombian-born and Latin American influenced, Ricardo specializes in stunning, human-focused visuals. He brings big agency muscle into intimate story formats and a deep cultural lens to every project.

Black-and-white photo of a middle-aged man with glasses, thoughtful expression, hand on chin, standing in front of scales in a room.

Frank Borja
Chief Operational Life Officer | LATAM + Doc Producer
The cultural compass and production fixer. With deep roots in Latin American markets and a storyteller’s heart, Frank blends operational finesse with on-the-ground authenticity, ensuring every production moves with intention and cultural awareness.

We Made a Scene—Then Made a Company

We didn’t have a stage. So we built one.

Back when my brother, a few friends, and I started making films, there wasn’t a place to show them. So we created one. We called it film night—a scrappy screening series where local filmmakers came together once a month to share work, get honest feedback, and more importantly, help each other level up.

We weren’t critiquing just to sound smart—we were offering solutions. Story first. Always. What started in a back room with ten people turned into 150, sometimes 300 in a night. That became a rhythm for us. That became a community.

Years later, I found myself walking the cobblestone streets of Partanna, Sicily—my family’s hometown. I ended up in a tiny bunker with an old projector and folding chairs. Locals were hosting a community film night. Same energy. Same reason. That hit me hard. Because it reminded me: this is why we started Root + Frame.

It’s not just about production. It’s about building space—for stories, for people, for truth.
We still work that way today.
Story first. Solutions, not ego.
And if we need to build the stage again—we will.

Client Testimonials
Client Feedback

What Our Clients Say
Your Stories, Our Passion

Client Client Client
Working with this team was a game-changer for our brand. Their attention to detail, creative direction, and ability to truly understand our vision made all the difference. The final product exceeded our expectations, and the team was professional and a pleasure to work with.
Sophia Green
Creative Director
Client Client Client
The team’s innovative approach to storytelling was exactly what we needed. They took our idea and elevated it, delivering a powerful message that resonated with our audience. We highly recommend working with Root + Frame!
Liam Ward
Marketing Head
Client Client Client
We were so impressed by the team’s creativity and ability to bring our brand vision to life. Their expertise in visual storytelling is unparalleled, and the collaboration was seamless from start to finish.
Olivia Brooks
CEO
Client Client Client
From start to finish, the process was collaborative, creative, and inspiring. The team understood exactly what we wanted and delivered a result that truly captured our essence. We are beyond satisfied with the outcome.
James Robinson
Founder

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