We are a storytelling firm who specializes in crafting cinema-style videos.


Our stories make us who we are; our passion connects us with people around the world. There is so much equity in your authentic story and we help you tap into it.

Carlos Maestas

Founder & Chief Storysmith

Carlos founded Key Ideas 15 years ago at the age of 22. It was through some personal pain and spiritual growth that he discovered a passion for storytelling, especially for organizations having a significant social impact. Carlos has delivered powerful videos that draw in an audience by capitalizing on emotional connection and content. His work has garnered multiple industry awards and garnered the attention of the British Broadcasting Corporation in 2013, which featured a public service announcement produced for St. PJ’s Children’s Home. He also moonlights occasionally as as stand up comedian opening once for five-time Emmy award winner and Saturday Night Live alumnus, Dennis Miller. Carlos holds a B.A. in Marketing from The University of Texas at San Antonio and an MBA from the University of Incarnate Word.

Christopher Branca

Storysmith Editor

Born and raised in San Antonio, Christopher pursued his interest in photography and filmmaking at San Antonio College. In 2009 he moved to New York, continuing his education at The Edit Center. Christopher served as an editor on several feature length documentary and narrative films, earning him an Emmy nomination along the way. View a full list of his works here. He also edited commercial and corporate short form videos for clients including Fox Searchlight, Goya Foods, and more. In 2014 Christopher returned to San Antonio and began working with Key Ideas as one of our savvy editors.

Alejandro DeHoyos


Alejandro is a dynamic and in demand Director/Cinematographer. He has produced and shot for ESPN, ABC, HBO, NBC, Discovery Channel, the History Channel, and the San Antonio Spurs among others. With more than 18 years of experience in a diverse field of broadcast TV, social media, and feature films, he developed the skill set to bring a professional look and impactful messaging to any project. As a filmmaker, he is known for authentic narratives, the energy and motion of his camera work, and the ability to capture fleeting, intimate moments. He has also traveled to Africa and the Middle East to document war zones, ancient holy sites, water crises, and religious expeditions. His accolades include: six Emmy nominations, two Emmy wins in the categories of short-form editing and photography, and Best Film at the 48 Hour Film Project San Antonio with his short film “Flushed”.

Stephanie Gaitan


A Jill-of-all-trades, Stephanie is the glue that holds Key Ideas together. As Senior Producer, Stephanie is responsible for managing internal and external communications, scheduling shoots, and being a guiding presence on set. Stephanie brings a breadth of experience to the team having previously worked with NBC, FOX, Univision, and Telemundo. She holds a Master’s degree in Entertainment Business and is bilingual to ensure she can share your story professionally and cross-culturally. At her core, she loves working with people and always has a smiling face and helping-hand to offer.

Jenny Puls


Jenny is a communicator at heart, be it through written word or creative design. She graduated from Baylor University with a degree in professional writing and continued her studies in technical writing and design. Jenny’s expertise includes graphic design, branding, social media interaction and marketing, and printing, particularly letterpress. At Key Ideas you’ll usually find her posting or tweeting away, where delving into social media and interacting with the digital community is at the top of her list. Before Key Ideas, Jenny worked with the San Antonio Humane Society and Trinity University