Director, producer, writer and documentarian Pituka Ortega Heilbron is a force to be reckoned with. Three years ago—when working in film since 1994 and writing for numerous publications as a journalist just wasn’t enough—she become the Director of the International Film Festival Panama, a career that has her running the TIFF of Latin America. When she’s not walking red carpets and inviting international film talent to Panama City, Pituka is working on two films: a documentary that explores the impact of public transportation on the lives of the inhabitants of Panama City (La Ruta) and a fiction film that weaves together various stories about the Panama Canal as the Canal celebrates 100 years this August.

Not only because of her status as a female head of a film festival, Pituka is a rarity. Humble, intelligent and full of wit, her elegance is matched equally by her passion for social and environmental issues pertaining to her home country. Her plan is to make IFFPanama (now in its third year) the film hub of Central America and the Caribbean, a place where industry names and indie talent alike meet to premiere films and do business. The fest is on now, and from running from April 3rd to the 9th in Panama City.

SDTC: Hi, Pituka! So let’s start with a classic: what are your top three films of all time?
Pituka Ortega Heilbron: The Conversation (Francis Ford Coppolla, 1974), Breaking the Waves (Lars Von Trier, 1996), and Memories of Underdevelopment  (Tomás Gutiérrez Alea, 1968).

What does a typical Thursday look like for you, starting from when you wake up – to heading to bed?
Between 3am and 4am – I open my eyes. I make coffee. I open my laptop sit with my coffee and answer emails. I write during this time as well, be it emails, letters, scripts or various other writings. [From] 7:30am  I play with my two dogs for a while as I prepare for the rest of my day which is filled with meetings. From about 10am to 7pm I am out and about. Either filming, editing, talking to producers, partners, festival staff, supporters, government officials etc. My day is filled with people. If I have time in the evening I like to also exercise by going for a walk, a bike ride or a swim. Then I might come home and watch ‘The Office’ or a good documentary. By midnight I’m wiped and I sleep.

What was your first job out of school?
Selling real estate. I didn’t like it but I learned that I can sell something I really like.

What are the 3 skills you require most to do your job well?
1) Vision. A clear vision of what you want the festival or project to become.
2) The ability to project your passion and belief in a project so that others support it.
3) Being astute and hiring the most extraordinary people. Surrounding yourself with the right people.

What do you love most about your career?
I love the impact it has on people. When we first launched the Panama International Film Festival people were moved and grateful. As a filmmaker I love what I do. Success is waking up every morning and loving what you do. Doesn’t matter if you don’t make a penny. I love making films—I feel it’s a great responsibility. Films are very powerful. To be able to move someone and to help people walk out of the theatre NOT feeling empty. To give the audience something—that is love.

Do you have any warnings?
Don’t panic. Production is very fluid. Things happen all the time. You are dealing with artists, creative people and personalities with high exceptions and sometimes things will hit the fan. You have to cool it. At the end of the day no one’s life is at stake. Keeping that perspective helps achieve your goals. Be prepared: It’s a busy and hectic environment where you need to juggle a lot.

If you could try a different career on for a year, what would it be?
I would be a musician. A jazz musician. I would be a singer (and I’m a lousy singer). I would be Nina Simone.

What are your top tips for career success, in film or in general?
1.Educate yourself as best as you can.
2. Have a purpose in anything you do. Even if you’re serving coffee, do it with a purpose
3. Work with the right people. Knowing who the right people are comes with experience and time but it helps if you don’t lead with your emotions. Think about where you need to get and how to get there. Stay on your path.
4. Keep it simple. Don’t complicate things.
5. Never make it about yourself. Whatever you do don’t do it for you and I guarantee it will work out.