Dany Garcia of Seven Bucks Productions on universe-building as a family affair

Ad Age is marking Hispanic Heritage Month 2024 with our Honoring Creative Excellence package, in which members of the Hispanic community revisit pivotal projects or turning points in their careers. (Read the introduction and all the essays here.) Today, guest editor Rita Ferro turns the spotlight to Dany Garcia, co-founder of Seven Bucks Productions, who writes about working with her brother Hiram to create the worlds they wished existed. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here I’ve always been a storyteller. When I was young, I would create entire worlds in my mind, weaving tales that my brother Hiram and I would live in. Little did I know that those childhood stories would eventually lay the foundation for something much bigger—the creation of Seven Bucks Productions. Seven Bucks Productions began from humble roots, much like my own. The name itself references “seven bucks moments”—those defining times in our lives when we take the knockout punch, question everything and then decide to rise to the occasion, becoming the hero of our own story. In our films and TV shows, the characters experience this moment of uncertainty as a catalyst for transformation. In real life, I started with very little but built something far greater. Simply put, we build universes. The power of universe-building allows me to create the worlds we wished existed—far beyond the simplicity of our lives in New Jersey or others’ reflections of who they thought we were. We created what didn’t exist and developed the ability to shape much of our lives in the same manner. For me personally—as a “first” in many spaces—I represent an archetype and professional career that had no representation of what it could be until I created it. I create universes of stories in media and simultaneously create the universe of my life. What I am most proud of is how this journey became a family affair. Hiram and I went from our older-sister-younger-brother dynamic to full-fledged producing partners. As we entered the entertainment industry, our relationship evolved into a powerful collaboration of unique strengths, and second-generation immigrant work ethic powered us to build something extraordinary. We are now partners in vision, execution and the creation of universes that span across mediums and audiences. That collaboration has led to some of our greatest accomplishments, including the Jumanji franchise, “Hobbs & Shaw,” “Rampage,” “Jungle Cruise” and our upcoming release of “Red One”—an original story developed over eight years by Hiram. We reunited exemplary filmmakers from our Jumanji franchise to produce a fantastical holiday film that blends action with heart. In developing these projects, we don’t just think about a single film or series; we think of global relevance and resonance. For me, thinking in universe-building is all about answering one question that can provide a hundred answers, and mapping out every detail that leads to a cohesive, compelling world. It’s an approach Hiram and I share—a universe-brain mentality that brings large-scale stories to life. At Seven Bucks, we’ve built a team that understands this mindset. They don’t need convincing about what’s possible; they see the scope of what we’re creating and know how to execute it flawlessly. From the actors and the producers to the audience, everyone plays a part. We are driven by a desire to create something in which everyone can engage. Looking back at where Hiram and I started to where we are now, I couldn’t be prouder. It’s not just about producing content; it’s about creating universes where people can find meaning, excitement and joy. That’s what we set out to do and what we’ll continue to do for years to come.

Dany Garcia of Seven Bucks Productions on universe-building as a family affair

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