Let’s get it straight: Diego Ávalos, Netflix’s creative dynamo in Spain, has completely flipped the script on how stories cross borders. If you’ve ever binged La Casa de Papel (Money Heist) or caught yourself obsessing over shows that feel personal despite being filmed halfway across the planet, then you’ve witnessed the magic of Ávalos’s approach. His secret? Zeroing in on the gritty, everyday lives of local communities and turning their narratives into global obsessions.
Stories That Start in a Neighborhood and End on Every Screen
Ávalos doesn’t just tell a story; he digs right down to the heartbeat of a city and, sometimes, even a single street. In his words, “When you look at the city, you want to get as granular as a street.” And he’s not kidding. Netflix’s Spanish originals, like Money Heist, are loaded with little details that scream authenticity, which is probably why they resonate so loudly with viewers everywhere from Tokyo to Istanbul.
Take Money Heist—a series that started as a local Spanish production and blossomed into a global phenomenon. Ávalos describes it as “Spain for the world,” a beautifully raw introduction to Spanish culture and its quirks, wrapped in the adrenaline rush of a heist story. And while the red jumpsuits and Dali masks are unmistakable, its characters’ deeply human struggles keep audiences hooked.
Breaking Down Language Barriers, One Subtitle at a Time
Ávalos has a knack for understanding something that should be obvious but often isn’t: the language of emotions is universal. According to him, about half of Netflix’s subscribers watch content that isn’t in English or their native tongue. Why? Because the emotions—the love, heartbreak, triumph, and even the petty squabbles—translate perfectly.
But Ávalos and his team don’t stop there. Netflix has pumped serious resources into dubbing and subtitling, making sure these stories feel as accurate in Turkish or Korean as in their original Spanish. Ávalos believes that staying true to a story’s language doesn’t just preserve its authenticity—it amplifies it. “Language and culture go hand in hand,” he said. And he’s right.
A Diverse Cast, Behind and In Front of the Camera
If there’s one thing Ávalos is passionate about, it’s representation. For him, it’s not just about checking boxes—it’s about ensuring everyone watching can see a version of themselves on screen. And Netflix is putting its money where its mouth is. Shows like Valeria, a breezy rom-com set in Madrid, are created by teams that reflect the diversity of Ávalos champions.
Here’s a stat for you: 57% of the department heads on Valeria were women. And half the crew? Also women. That’s not just impressive—it’s practically unheard of in an industry as long as a boys’ club. Netflix has even rolled out programs like the female director shadowing initiative, which Ávalos describes as a way to “invest in the next generation” of creators.
Bigger Than the Screen: Turning Stories into Experiences
If you think Ávalos’s vision stops at the edge of a TV screen, think again. Under his watch, Money Heist has become more than a show—it’s practically a brand. Fans worldwide have stepped into immersive experiences, from elaborate escape rooms to live events staged in iconic venues like the Paris Mint.
These events aren’t just clever marketing ploys; they’re a way for fans to live the stories they love. Ávalos calls it “continuing the joy.” You watch the show, fall in love with the characters, and then get a chance to don a Dali mask and join the gang yourself. It’s storytelling taken to a whole new level.
Madrid: Netflix’s Home Away from Hollywood
It’s no coincidence that Netflix chose Madrid as its European production hub. Ávalos saw something special in Spain—its rich history of storytelling, its vibrant creative community, and unique position as a cultural bridge between Europe and Latin America. Shows like Cable Girls and Money Heist proved the potential early on, and Madrid has since become a bustling center for Netflix’s most ambitious projects.
The Ávalos Effect: Redefining Global Storytelling
Diego Ávalos isn’t just a guy with a great job title. He’s the reason Netflix has become a global storyteller that feels local. He’s shown that the most specific stories—those rooted in the quirks of a neighborhood or the rhythms of a language—can resonate across oceans and cultures. Whether it’s a heist in Madrid, a love story in São Paulo, or a drama in Seoul, Ávalos has proven one thing: when stories are real, they’re unstoppable.
