The Milk star joined forces with producer Pablo Cruz and advertising executive Eric Bonniot to form Gloria, a multi-platform production studio, based in Los Angeles and Mexico City, specialising in branded content for film, television and the web.

In a statement announcing his new venture, Luna writes, "The Latino community is hugely influential and we want to work with brands to tell stories that are relevant and real. We see Gloria as a place to collaborate with brands and connect with consumers in an authentic way."

Luna is also a co-founder of Mexican production and distribution company Canana, with Cruz and his longtime friend and collaborator, Gael Garcia Bernal.