Jorge Ballos (aka Justin Girard): Building a New York home for independent filmmakers

By Cristina DC Pastor  

For Jorge Ballos – aka as Justin Girard — the SoHo International Film Festival (SIFF) which began as an intimate weekend event has grown into an international showcase now celebrating its 17th year.

At its heart, he said SIFF was meant to give filmmakers a platform and an opportunity to have their stories seen and heard. This year’s week-long festival — from October 7 to 13 — includes an October 7 opening night, an October 12 closing day, and an October 13 awards night.

Ballos, president and founder of SIFF and SoHo Creative Lab, has spent much of his career in the entertainment industry. A former talent manager, actor and theater performer, he understood firsthand how difficult it could be for emerging artists to find an audience.

“I created the SoHo International Film Festival because I wanted to give independent filmmakers a real platform,” he said. “A place where filmmakers from different backgrounds and countries could show their work, meet audiences and industry people, and feel that their stories mattered.”

Why SoHo?

The location was almost as important as the vision. He said SoHo was a natural home because of its long association with New York’s creative culture.

“SoHo has always represented creativity, art, fashion, film and independent thinking in New York,” he said. “I wanted the festival to have that same spirit—international, artistic, diverse, and very New York.”

The festival’s inaugural event was held in February 2010 as a three-day program before eventually expanding into a longer festival. Operated by the nonprofit SOHO Creative Lab, SIFF has developed into a platform for independent cinema from around the world.

Ballos is quick to point out that although he founded the festival, he did not build it alone. Over the years, a team of programmers, jury members, volunteers, sponsors, filmmakers, and supporters has helped shape SIFF.

Among the people Ballos credits prominently is Sibyl Santiago, the festival’s executive director and head of programming.

“SIFF has never been the work of just one person,” he said. “I’ve been fortunate to have a dedicated team of people who helped build and shape it.”

His philosophy is simple: “I may have started the vision, but it takes a community to keep a film festival alive.”

That community has grown considerably.

One of SIFF’s proudest milestones, he said, is reaching its 17th edition. The festival now receives more than 1,000 submissions annually, representing dozens of countries. In 2025, submissions came from more than 45 countries.

The programming team faces the daunting task of selecting from features, shorts, documentaries, animation, series pilots and other independent productions.

“The numbers are exciting,” Ballos said, “but what matters most is that filmmakers from around the world trust SIFF with their work and want to come to New York to share their stories with our audience.”

SIFF was also recognized by MovieMaker Magazine as one of the “Top 50 Film Festivals Worth the Entry Fee,” an acknowledgment Ballos says was particularly meaningful for an independent festival.

From talent manager to festival founder

Ballos’ path to SIFF began long before he created the festival. He started in theater and commercials and eventually worked as an actor in film and television. He later moved into talent management and owned AL Models & Talent Management.  

Through this experience came a funny little story behind why Jorge goes by Justin — at least on social media.

“I worked on one of Justin Timberlake’s movies and got to hang out with him a little that day,” he recalled. “I jokingly told him, ‘I’m going to change my name to Justin!’” The joke somehow stuck.

“And I’ve been using Justin ever since,” he said with a laugh.  

Ballos said he wanted to create a platform where actors, directors, writers and filmmakers could all come together. SIFF became that platform. He has remained connected to the entertainment community through his professional memberships in SAG-AFTRA and Actors’ Equity Association.

Although SIFF is devoted to independent filmmaking, it has attracted an impressive roster of established performers. Among those who have participated are Octavia Spencer who presented her short film “The Unforgiving Minute,” as well as Pierce Brosnan, Danny Aiello, Armand Assante, Michael Imperioli, Luis Guzmán, Carrie Preston, Michael Emerson, Beth Grant and “The Karate Kid” star Ralph Macchio.

“For an independent film festival, success can mean many things,” he said. “Getting distribution, continuing on the festival circuit, getting the filmmaker noticed, or creating their next opportunity.”

For him, the real reward is knowing that SIFF has contributed to the careers and journeys of independent filmmakers.

The magic of a good story

Ballos’ love of cinema is broad. He enjoys drama, comedy, documentaries and thrillers, but says genre is ultimately less important than storytelling.

“If a movie can make me laugh, cry, think, or surprise me, I’m happy,” he said.

Running a festival has expanded his own cinematic horizons. Through SIFF, he has encountered films and filmmakers he might never otherwise have discovered.

“Sometimes a small independent film that you know nothing about can surprise you more than a huge studio production,” he said. “That’s part of the magic of cinema.”

That sense of discovery remains central to Ballos’ vision. He said SIFF represents the idea that a filmmaker does not need a Hollywood studio behind him to tell a story.  Sometimes, all they need is someone willing to open the door.