Exploring Life & Business with Juliana Betancourth of FRACTORY

Today we’d like to introduce you to Juliana Betancourth.

Hi Juliana, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I didn’t arrive in the film industry through a single, linear path. My journey has been shaped by curiosity, persistence, and a deep respect for storytelling as both an art form and a business.

I’m Colombian by birth, but my life and career have been shaped by movement. I’ve lived in different countries across Europe and now in the United States, and that constant relocation deeply influenced how I see the world and how I approach storytelling. I learned early on how to adapt, listen, and build community wherever I landed, skills that later became essential in my work as a producer.

I studied Communications at Pontificia Universidad Javeriana in Bogotá, and I entered the entertainment industry through acting. For many years, I worked as an actor in film, television, and theater, which gave me a profound understanding of performance, vulnerability, and the human side of storytelling. Being in front of the camera taught me how stories feel from the inside, and how decisions made behind the scenes directly affect the creative process and the people bringing those stories to life.

Over time, my curiosity pulled me behind the camera. I began working in different roles within the production department and eventually stepped into directing spaces as well. That transition was transformative. I discovered that I had a natural ability to see the whole picture, creative vision, logistics, people, and structure. I’ve since worked across multiple countries, including the United States, the United Kingdom, Mexico, Spain, Germany, and Colombia, on a wide range of formats such as feature films, documentaries, web series, shorts, commercials, testimonials, and vertical storytelling.

I created FRACTORY in California in 2022 as a home for my own projects, a space where I could develop ideas with intention and integrity. As the work grew and my connection to Latin America deepened, we officially opened a Colombian division in 2024. What began as a personal creative base quickly expanded through word of mouth. Producers, directors, and platforms started reaching out for production services, trusting my ability to assemble strong teams and navigate international productions. Today, I receive more offers than I can take on, which I see as a reflection of the relationships and reputation built over years of consistent, thoughtful work.

What defines my approach is my ability to create teams across different regions, bringing together people who may have never worked together but quickly find alignment. That comes from years of traveling, collaborating, and building creative communities across borders. I believe producing is not just about execution. It is about stewardship of stories, of people, and of the environments where creativity happens.

My career continues to evolve, but the thread remains the same. I’m interested in stories that travel, teams that feel connected, and production models that are both ambitious and humane. That philosophy sits at the core of everything I build through FRACTORY and beyond.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. Like most careers that involve growth and reinvention, mine has been shaped by moments of uncertainty, resistance, and difficult learning.

One of the earliest challenges came when I decided to move behind the camera. Part of that decision was driven by curiosity and creative interest, but also by the reality that it can be very difficult to make a stable, sustainable living from acting alone. I wanted to remain in the industry, but from another position. The transition was not easy. Entry-level opportunities in production often demand experience that is hard to obtain without someone taking a risk on you first. I was fortunate that a few fearless line producers trusted me early on and allowed me into roles where I could learn quickly and demonstrate my capabilities.

As I stepped fully into producing, I also had to confront the complexity of managing people. I lead with care, respect, and empathy, and I believe deeply in creating humane and collaborative work environments. At the same time, I learned that producing requires firmness, clarity, and emotional strength. You are constantly navigating different personalities, expectations, and pressures. Wanting everyone to be happy is neither realistic nor productive, and learning that distinction was essential to my growth as a leader.

Two of the most difficult moments in my career have been related not to logistics or creativity, but to reputational risk. In one case, I was selected by a client to produce a project because I was able to adapt the vision to their budget in a way that worked for everyone. That decision was not well received by others who had been competing for the project. What followed was a coordinated attempt to discredit my work and my name. It was an eye-opening experience to see how quickly ego can turn into hostility, especially when you are a woman independently owning and representing your company.

In another, more recent situation, I partnered with someone on a specific project who lacked experience but was unwilling to take accountability. Instead, that frustration was redirected outward, again through rumors and attempts to shift blame onto me. In both cases, the most challenging part was not the conflict itself, but the realization of how fragile a professional reputation can be, and how easily it can be targeted without warning or clear signs beforehand.

What I’ve learned is that there is no reliable way to fully protect yourself from other people’s egos. What you can do is build something solid enough to withstand them. I’ve chosen not to engage in public conflict or retaliation. I trust time, consistency, and results. My reputation rests on delivered projects, crews who continue to work with me, and clients who return or recommend my work.

This industry is competitive, and it can be especially unforgiving when you stand alone. But those experiences didn’t weaken me. They sharpened my ethics, strengthened my sense of self, and clarified the kind of producer I want to be. I’ve learned that integrity is not something you claim, it’s something that holds when things get uncomfortable. And that, more than anything, has guided me forward.

Alright, so let’s switch gears a bit and talk business. What should we know?
FRACTORY is a creative production company built to operate across borders, formats, and scales. We develop and produce narrative projects while also offering full production services for partners looking to shoot in the U.S. and Latin America. The company was founded in California in 2022, with a Colombian division established in 2024, which allows us to move fluidly between markets while maintaining strong local roots in each place we work.

What we do best is translate vision into execution. That means helping projects find the right creative shape, the right teams, and the right production strategy to match their goals and realities. We work across a wide range of formats, including feature films, documentaries, web series, shorts, commercials, branded content, testimonials, and vertical storytelling. Our flexibility is intentional. The industry is evolving quickly, and we believe strong storytelling can exist in many forms when it’s supported by thoughtful production. We are currently producing vertical series for platforms like ReelShort, with production systems tailored to the speed, scale, and narrative demands of the format.

FRACTORY is uniquely positioned to leverage both national Colombian production incentives and local benefits through the Medellín Film Commission, allowing us to structure productions that are not only creatively ambitious but financially smart. By combining institutional support, competitive local costs, and experienced international crews, we offer clients a production ecosystem that maximizes value without sacrificing quality. This dual access to national and regional incentives makes Colombia, and Medellín in particular, a powerful hub for production services.

We are currently expanding our capacity to take on larger-scale and higher-budget projects, strengthening our infrastructure and partnerships to support more complex productions. Our focus is on delivering international-level execution while helping clients optimize budgets, timelines, and incentives in a way that gives their projects a real competitive edge.

What sets FRACTORY apart is our ability to build high-functioning teams anywhere. Years of working internationally have allowed me to create trusted creative communities across multiple countries. We don’t parachute into places. We collaborate with local talent, understand local systems, and create teams that feel aligned from day one. This approach not only elevates the work creatively, but also makes productions more efficient, ethical, and human.

We are also very intentional about how we care for our crews. We understand that not every project has the same budget, and the benefits we can offer will naturally vary. However, there are non-negotiables for us. We prioritize proper meals, clear communication, and paying crews as early as possible, even in cases where we are still waiting on payment from a client. When budgets allow, we actively negotiate elements such as transportation, overtime, and turnaround conditions to protect both the well-being and dignity of the people doing the work.

What I’m most proud of, brand-wise, is that FRACTORY grew organically through word of mouth. Our reputation has been built project by project and relationship by relationship. We’re known for delivering, for adapting intelligently to budgets and constraints, and for protecting both the creative vision and the people behind it.

I want readers to know that FRACTORY is not just a production company. It’s a platform for collaboration, a bridge between industries and cultures, and a reflection of how I believe stories should be made today: with intention, accountability, and respect for the entire ecosystem that brings them to life.

What do you like best about our city? What do you like least?
What I like most about Los Angeles is the people it attracts. The city is full of filmmakers and professionals from all over the world who come here because they are willing to work hard, compete, and take risks. There is a certain warrior spirit in that. You feel the ambition in the room, the weight of people’s dreams, and the level of discipline it takes to survive creatively and professionally here. Being surrounded by that kind of energy constantly pushes you to be on your A game. It’s inspiring, and it raises both the creative and human standard of the industry.

Despite the common perception of Los Angeles as a superficial or “fake” city, some of my most genuine friendships have been built here. When you connect with people who are equally driven, vulnerable, and committed to their craft, those bonds tend to be very real. The shared challenges of this industry create a kind of honesty and solidarity that I value deeply.

Los Angeles also offers a quality of life that’s hard to match. The weather alone changes how you experience work and daily life. There’s a sense that you can build something meaningful while still living fully, and that balance matters, especially in such a demanding field.

What I like least about the city is also a byproduct of its scale and intensity. Los Angeles is vast, and the industry is relentless. Time becomes the most limited resource. There are so many people you admire, care about, and genuinely want to spend time with, yet schedules rarely align. Flakiness isn’t personal here, it’s structural. Between long workdays, traffic, and the pace of the industry, it often feels like there’s never enough time to nurture all the relationships you value.

Still, that tension is part of what makes the city what it is. Los Angeles demands a lot from you, but it also gives you the space to dream big, surround yourself with extraordinary people, and keep evolving.

Contact Info:

• Website: https://fractory.film
• Instagram: @fractory.film
• LinkedIn: FRACTORY
• Other: IG @julibetancourth

Image Credits
Photographers

Zosia Garcia
Sara Arango
Luis Aviles
Ruido
Juan Pablo Cifuentes