Yupi Segura is a Mexican commercial director working with Oriental Films across LATAM and the US, known for emotionally resonant storytelling centered on intimate human experiences. Based in Mexico City, Segura has built a reputation particularly in PSA and social impact work, characterized by observational restraint, authentic casting, and deeply humanistic framing. Her methodology emphasizes natural light, real locations, and camera work that "breathes with the character," creating space for viewer interpretation rather than didactic messaging. She directed Article 19's "The Last Trip" addressing journalist safety in Mexico, working with Grey México and Oscar-nominated DP Pedro Luque on the nearly four-minute film about murdered reporter Moisés Sánchez. For Chile's road safety commission Conaset via FRI Chile, she directed "Mateo, a good guy," featured in SHOOT Magazine's "Best Work You May Never See" series, reframing traffic safety messaging through nuanced examination of ordinary decisions. Her commercial portfolio spans Corona, AXA, Aeromexico, RAM, and Suavitel. Segura earned Best Director honors at El Ojo de Iberoamérica and Círculo de Oro, Best New Talent at Cíclope of Latin America, served as 2024 Gerety Awards juror, and was named to Ad Age's Leading Women Mexico 2024 class.