ABOUT // UNTOLD.WORKS
Who Is Behind Untold.works?
Building AI-powered business systems for companies across Mexico and the United States. From network-wide digital infrastructure to individual business platforms.
We bring decades of experience in branding, creative direction, and technology — combined into systems that actually work for real businesses.
Joshua Semolik
Founder & AI Systems Architect
20 years of systems-driven execution — from NBA global media and Emmy-nominated productions to AI-powered business platforms. I design the strategy, build the systems, and ship the technology. MIT Sloan AI Strategy.
CONNECT ON LINKEDINCAREER // TIMELINE
Senior Producer → Broadcast Producer
NBA Entertainment → Sacramento Kings
300+ national campaigns. Built the Kings' first in-house production department. Two Emmy nominations.
Global Product Launch & GTM Systems Lead
Videndum PLC
60+ product releases per year across multiple teams, regions, and distribution channels.
Senior Brand & Growth Manager
NorCal Cannabis Company
50+ product portfolio. 150% engagement increase. Regulated market growth strategy.
Global Marketing & Growth Strategy Lead
Ingenia Agency
US market entry for LATAM brands. Cross-border GTM systems. Analytics and reporting overhaul.
Founder & AI Systems Architect
Untold.works
Built 6 production AI systems, agentic lead routing (98% MQL accuracy, 4.2x ROI), and unified revenue operations (20% sales lift across 4,000+ SKUs) for clients across Mexico and the United States.
HOW WE WORK // DIFFERENTLY
One Builder. Every Discipline.
Most agencies hand your project through a chain of departments — strategy to design to dev to QA to marketing. Every handoff loses context. Every layer adds time and cost.
Untold.works is built differently. One senior builder handles your entire project — brand, website, content, ads, SEO, deployment — using AI as a force multiplier across every discipline. The same person who designs your brand identity also writes the code, launches the ads, and optimizes for search.
No Telephone Game
Your brand vision stays intact from strategy to code to launch. One person, one thread, zero lost context.
AI-Amplified, Not AI-Replaced
25 years of creative direction guides every AI tool we use. The experience decides what to build. The AI helps build it faster.
Ship Weeks, Not Months
No waiting on department approvals or agency timelines. Decisions happen in real time. Full business systems ship in weeks.
CREATIVE DIRECTION // SELECTED WORK
Before We Built Systems, We Told Stories.
Video production, creative direction, and brand campaigns for Robert Glasper, Blue Note Jazz Festival, Carnegie Hall, and more.
R+R=NOW Record Release and Tour
Robert Glasper / Blue Note
Directed, Shot & Edited
The 2025 Black Radio Experience Recap
Blue Note Jazz Festival
Creative Direction & Production
Color of Noize — Derrick Hodge, Angelique Kidjo & Carnegie Hall
Carnegie Hall
Creative Direction & Production
We Were Here — Massive Brand Launch
Brand Campaign
Creative Direction & Production
Robert Glasper — Behind the Scenes of Code Derivation
Robert Glasper
Creative Direction & Production
OMI Brand Video
OMI Growth
Brand Strategy & Production
EDUCATION
MIT Sloan School of Management
Artificial Intelligence: Implications for Business Strategy
Arizona State University
Broadcast Journalism / Music
WHY MEXICO // WHY SAN MIGUEL
Why Is Untold.works Based in Mexico?
Mexico is one of the fastest-moving markets in the world. A new wave of entrepreneurs, a growing middle class, and nearshoring investment are opening doors that did not exist five years ago. Many businesses are skipping legacy systems and jumping straight from paper to AI, and from word-of-mouth to full digital ecosystems. We are here because the momentum is real.
San Miguel de Allende is our home. Beyond the beauty, it is a serious market: millions of visitors each year, a strong expat community, and local businesses competing for attention with weak digital presence. This city brings Mexican families, expats, travelers, and entrepreneurs into one place, so your brand has to speak to multiple audiences at once. That is the work we do best.
Creative Foundation. Technical Execution.
We started as storytellers and creative directors. Design, photography, video, brand strategy — that's our foundation. Today we build with AI-native tools — connected to the platforms you already use: Salesforce, HubSpot, Google Workspace, your hosting. The complete package: the brand, the website, and the systems that power your business.
We believe the best technology is invisible. It should feel natural, work on your phone, and never make you feel like you need a computer science degree. That's why we lead with brand and creativity, then layer in the right technology to support it.
"Beautiful brands deserve powerful systems. Powerful systems deserve beautiful brands."
CLIENT RESULTS
What Do Our Clients Say?
Joshua and the team at Untold.works have been pivotal in reshaping NoxGuard's growth trajectory. Their comprehensive growth strategy plan, tailored specifically for our needs, has not only given us a fresh, invigorated brand image but also opened up new revenue channels. As we move towards 2024, their innovative approach and consistent implementation keep us ahead in a competitive market. This partnership has been a cornerstone in our journey towards a more dynamic and prosperous future.
William Berriochoa
CEO, NoxGuard — US / Mexico
Working with Joshua at Untold.works has been a transformative experience for Billiard Factory's social media presence. His creative approach consistently drives growth and engagement, surpassing our expectations consistently. This partnership has genuinely amplified our digital presence.
Ryan Stick
Marketing Director, Billiard Factory
Working with Joshua has been pivotal in elevating Second Son Productions. His unparalleled creativity and audience engagement strategies have been instrumental. Joshua consistently delivers innovative concepts that captivate our audience and significantly boost ticket sales for our artists. Collaborating with him means transforming great ideas into exceptional results. His contribution to our success is immeasurable, consistently making our events and artists stand out in a crowded industry.
Vincent Bennett
Founder, Second Son Productions
FREQUENTLY ASKED QUESTIONS
What People Want to Know About Us
Who runs Untold.works?
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Untold.works is led by Joshua Semolik, an AI systems architect and creative technologist with 20 years of experience spanning NBA Entertainment, global product launches at Videndum PLC, cross-border GTM strategy, and production AI systems. MIT Sloan AI Strategy. Based in San Miguel de Allende, Mexico.
Can a Mexico-based agency serve US clients effectively?
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Absolutely. We work with clients across both countries. Our bilingual team, shared time zones, and deep understanding of both markets make cross-border collaboration seamless. Many of our clients are US businesses looking to reach Mexican audiences, or Mexican businesses expanding north.
What makes Untold.works different from other agencies?
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One senior builder handles your entire project — brand, website, content, ads, SEO, deployment — using AI as a force multiplier. No chain of departments, no lost context between handoffs. We also transfer full ownership of everything we build — no lock-in, no monthly fees.
What industries do you have experience in?
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Professional services (law firms, consultants, therapists), hospitality (hotels, restaurants), retail, music and entertainment, e-commerce, and enterprise operations. Our portfolio includes projects across all of these sectors.
Do you work with startups or only established businesses?
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Both. We work with solo practitioners launching their first practice, growing small businesses adding AI systems, and established enterprises modernizing operations. Our solutions scale to match where you are today.
LET'S BUILD SOMETHING TOGETHER.
We're always looking for interesting projects. If you have a business that needs a better online presence, smarter systems, or both — we'd love to hear from you.
Start a conversation