[Framed]: Gabriela Salmeron, Head of Groom and CFX, IA, London

3 min readMar 8, 2021


[FRAMED] exists to shine light on Framestore’s most fascinating cast of characters: its people. Presented with a probing list of questions and a demandingly short deadline, this feature puts the hopes, dreams, and desktops of our MVPs on the digital wall, for all to see. Welcome to [FRAMED].

What are you guilty of?

I’m the daughter of a lawyer, so I’m not guilty of anything and I can prove it.

What was your last brush with danger?

Tackling down a Pit Bull to avoid it escaping in a park.

Your last brush with greatness?

Visiting the Royal Castles in UK. I felt like a peasant.

Your worst character fault?

Thinking too much about every possible outcome of a situation.

If you had taken a different path, what would you be doing now?

Probably opening a luxury dog hotel.

You’re on the run from the law, where are you headed?

Paraguay. I’ve heard many stories of criminals hidden there for years and no one catches them.

Who’s your partner-in-crime?

My husband, who hears me talk 24h a day, every day. And my dog, who wakes up early on a Sunday morning for a 10 mile walk.

What’s your favourite movie/TV show and why?

White Chicks, mostly for Terry Crews’ performance of ‘A Thousand Miles’.

Your greatest achievement?

My recent promotion at Framestore.

Congratulations! What’s your most valuable skill?


Name your pet peeve?

People not picking up their dog’s poop on the park.

The DREAM project would entail:

Many CG animals with a lot of time to do it.

Your career highlight to date:

My whole Framestore journey.

This week I learnt that:

With big power comes big responsibility.

What’s your current view?

My living room wall with family portraits.

Give us a desk tour

Many computer screens, tea stash, some reference feathers around, empty cups, and my dog sleeping on my feet.

What do you need to work, on the daily?

Coffee, otherwise I would fall asleep on the chair — done that a couple of times already.

Framestore is, to you, in three words:

Quality, Diversity, and Excellence

Best thing about your work environment? (at home!)?

Having my dog and family at my side.

Framestore is great at:

Making creatures and throwing summer parties.

Favourite artform?


Fictional character you’d like to hang with?

Terry Crews.

Sounds like a ‘A Thousand Miles’ duet is on the cards. Happiness looks like:

A snowy day.

What do you think of too often?


And not enough?


Couldn’t live without:

A good nights sleep.

If you ruled the world:

Everybody would be doomed.

How are you staying inspired by working remotely?

By maintaining a disciplined routine.

What’s the biggest lesson you’ve learned about yourself during quarantine?

If I don’t get out the house I go mad.

Gabriela Salmeron, you’ve been [Framed]!




A global creative studio spanning film, advertising and content. Find more at framestore.com