Jorge Floretta was born in Montevideo, Uruguay in 1969.   He is currently working as a D.O.P in American and European countries. Arrived to the audiovisual media in 1989, this artisan of light, feels and understands the difference a tailor made job makes. In 1992 he starts his freelance career, boldly venturing in the field of publicity realizations.

In the year 2000 he starts his career as Director of Photography introducing his reel in Buenos Aires where he finds a launching platform to the Americas and Europe.

He develops projects for well known brands such as: Heineken, Ford, Bacardi, Danone, GMC, Acura; Suzuki, Budwiser, Coors, Sancor; Keith's, Pepsi, and Movistar.

He also showed his expertise in music clips for NTVG and Proyecto Verdi, among others. He takes part, as invited gaffer for the Universal Studios / Michael Mann´s shoot of Miami Vice in Uruguay, Paraguay and Brazil. In 2006, constantly open to new challenges, he travels to Spain for his first feature film Schevematze.  Back in Uruguay, he teaches at the Uruguayan School of Cinema and presents in Audiovisual Congresses in Paraguay (TESAPE).

Later he defines his aesthetic and detail oriented style, producing high speed table top and product shot realization, for the car industry, showing his versatility to suggest narratives which adapt to stories or vignettes.