Samuel Sotiega grew up in Madrid, Spain and from an early age, he showed a creative flair. He took up classical painting from a very young age, allowing him to learn the importance of framing, composition and creative lighting to achieve dramatic results. As he grew up his creative and rebellious nature pushed him towards music but his life, however, changed when he received a video camera as a birthday present. His growing interest and passion for film and visual expression led him to quit music and take on a combined university degree in London, in Fine Arts and Film Production.

His career started working as both offline and online editor before developing into commercials and branded content director. Samuel edited countless music videos and branded content. He also specialized in grading and finishing, learning the language of colour and the importance of understanding about colour space. As a young freelance director starting a career, Samuel directed and produced music videos of genres such as grime, hip-hop and pop as well as short films, corporate commercials and online branded content. His visual style has developed and refined over the years and became more dramatic, paying special attention to art direction, style and the ability to deliver truly captivating performances.