“Focus on the Fly was created to bridge the gap between fly fishing culture and modern brand communication.”
With a rod in one hand and a camera in the other, Álvaro’s work is shaped by rivers, mountains, wildlife and remote landscapes—translating the culture of fly fishing into meaningful visual and editorial narratives.
For Álvaro, fly fishing goes far beyond the act of catching fish. It is a way of understanding rivers, landscapes, and human impact on natural systems. Through photography, film, and strategic content, he helps brands connect authentically with nature-driven audiences while reinforcing their identity and values.
His background in fly fishing is both practical and competitive. Álvaro began competing at the age of 13, qualifying for the Spanish High Competition Youth League in 2003, where he remained until 2006. At just 15, he earned the Master of Fly Casting certification through the PAIL program, awarded by the National Casting Commission.
Alongside this, his commitment to the natural world led him to study Biological Sciences, graduating from the University of the Basque Country in 2012—a foundation that continues to inform his work in environmental storytelling, sustainability, and conservation-oriented projects.
In 2004, he founded Líneas Vivas, one of the first Spanish-language platforms dedicated to fly fishing technique, photography, and guiding. This initiative marked the beginning of his professional career, collaborating with publications such as Dánica Magazine and Ríos con Vida.
Following this early editorial work, his writing and photography have been published in numerous international fishing magazines, including The Flyfish Journal, Flylords, In the Loop, The Mission Fly Mag, H2O, Fisch & Fliege, We Are Fly Fishing, and Trout & Salmon, among other collaborations.
In 2016, that experience evolved into FOCUS ON THE FLY, a creative studio specialising in fly fishing, outdoor, and nature-based brands—combining visual storytelling with brand strategy and editorial depth.
Through Focus on the Fly, Álvaro has worked with a wide range of nature-based brands and fishing operations, including KUIU, Caza y Pesca TV, NFC, Guideline, CRR Flies, YKR Fishing, LTG Fishing, Soča Fly, Under Armour Fish, and Wildman Lodge, developing photography, film, and content strategies tailored to each brand’s identity and audience.
Since 2019, Álvaro has been part of Guideline’s branding and marketing team, contributing to brand strategy, visual identity, campaigns, and content development for international markets—working across photography, film, and editorial projects within a broader marketing framework.
In 2021, he founded A Mosca Magazine, an independent Spanish-language fly fishing publication, where he worked as editor, writer, and photographer until the project concluded in 2023.
Today, Álvaro collaborates with brands, media, and organisations worldwide, developing visual, editorial, and strategic content rooted in authenticity, environmental awareness, and a deep understanding of fly fishing culture.