Guillermo Alfonso, known to many as SoFla, is a filmmaker and content creator born and raised in the heart of Miami—a city whose rhythm, flavor, and chaos pulse through every frame of his work. His storytelling is grounded in authenticity, humor, and the culture that raised him. Whether behind the camera crafting cinematic visuals or in front of it sharing a cafecito with a chef, Guillermo captures Miami as it truly is—raw, funny, and full of soul.
His short documentary Croqueta Nation, executive produced by Emilio Estefan, premiered at the Miami Film Festival in 2022, celebrating a city united by its love for croquetas and community. He followed it with Never Too Late, the story of Ulysses “The Monster” Diaz, a bareknuckle fighter from Miami who holds the world record for the fastest knockout in combat sports history. The film went on to win Best Short Documentary at the Urban Film Festival, OkCine Latino Film Festival, and Latino Feedback Film Festival. Other projects, like Never Give Up—the inspiring story of a 10-year-old boy’s victory over cance further showcase Guillermo’s passion for telling stories that reflect resilience, pride, and the power of community.
Beyond the festival circuit, Guillermo has become a creative force in branded storytelling, producing and directing commercials and viral content for Pollo Tropical, Red Bull, Boost Mobile, DoorDash, and Karla Bakery. He’s built a reputation for creating comedic, culturally driven influencer content that feels both cinematic and real.
When he’s not directing or producing for brands, Guillermo steps in front of the lens as the host of La Jama TV, a food and culture series where he explores Miami’s best street food and the people behind it. Equal parts host, director, and Miami ambassador, Guillermo brings every episode to life with his signature energy and unfiltered humor—reminding viewers that storytelling doesn’t always need a script; sometimes it just needs a good plate of food and the right conversation.
A true one-man studio, Guillermo produces, shoots, and edits his own projects, blurring the line between filmmaker and creator. His work lives at the intersection of cinema and culture—where Miami’s stories, sounds, and characters come alive in their truest form.