The heart of Bag Boys was born out of a deeply emotional and transformative moment for my brother — the Writer/Creator, Daniel Moreno. During the height of the COVID-19 pandemic, he worked at a grocery store, battling the stress and fear of being on the front lines while grappling with an even heavier burden — The feeling that he was never going to amount to anything.
One night, he called me in tears, overwhelmed and unsure of how much longer he could go on at the store. But in that vulnerable moment, he shared an idea that had been quietly forming in his mind — A story about a grocery store “Bag Boy” with big dreams for something more. As we began to develop the concept, a realization hit us! Working at a grocery store had always been a pivotal marker in our family's history.
Our great-grandfather owned a small corner market right in the heart of the City of San Fernando, where our grandmother, her siblings and eventually our father all worked. The store was more than just a workplace, it was a testament to the resilience and determination of our family.
It represented the sacrifices they made, the challenges they overcame, and the dreams they quietly nurtured. For several years now, Daniel and I have poured our hearts into crafting this story, a journey marked by many fights, challenges, and even tears. Through it all, we persevered, driven by an unwavering belief that this story was meant to be shared with the world.
Bag Boys is not just a story — it’s a call to action in a time when the need for representation has never been more urgent. Latinos make up nearly 50% of Los Angeles County’s population, yet our stories remain vastly underrepresented in the industry.
According to the 2024 McKinsey Study, Latinos represent less than 5% of leading on-screen, off-screen, and executive leadership roles in the film industry.
Some of our stories have been told, but it’s not enough. To truly reflect the authenticity and diversity of our experiences, we must all tell our stories because one Latino story is not a monolith for all.
At its core, Bag Boys delves into the complex and deeply personal journey of cultural identity, exploring what it means to be Latino or Hispanic in a modern world.
The characters in this show reflect a wide spectrum of connections to their heritage. Some, like Daniel, are distant yet prideful, while others are fully immersed or just beginning to uncover their roots. This diversity highlights an important truth: our stories are not all the same, and that’s what makes them beautiful. It’s not about fitting into a singular definition of what it means to be Latino or Hispanic — it’s about honoring your roots in your own way and discovering where you belong.
While Bag Boys focuses on Latino and Hispanic experiences, its message is universal. Across all cultures, people grapple with questions of identity, belonging, and connection to their past. This show hopes to inspire audiences from all walks of life to learn about, embrace, and take pride in their heritage.
By exploring where we come from, we not only uncover a deeper sense of self but also discover the profound connection to our historical lineage and the immense resilience of those who paved the way for us.
So close to Hollywood, yet so far...
The San Fernando Valley has always been a paradox — a place brimming with history, culture, and life, sitting just over the hill from Hollywood, yet often overlooked by the industry it helped build. Decades ago, the Valley’s streets served as the backdrop for countless iconic shows and films, shaping the golden age of entertainment. But as the years passed, its voice in the narrative grew faint, and with it, the stories of the people who have called this place home for generations.
Long before the bright lights of Hollywood, this land was Mexico, and its Latino roots run deep. For centuries, we have lived, worked, and thrived here, shaping the identity of California itself. Yet our stories, rich and vibrant, and full of humanity — have been relegated to the sidelines. Despite being woven into the fabric of this state, Latino voices remain very few and far between on screens, especially when it comes to stories about the communities that have made this Valley what it is today.
BAG BOYS isn’t just a heartfelt story — it's paying homage to the San Fernando Valley and the extraordinary people who have shaped and continue to inspire its greatness. It’s about reclaiming our place in the narrative, breaking through barriers, and telling the untold stories of a community that has always been here, even when Hollywood didn’t see us.
The Valley isn’t just a backdrop — it’s a testament to the resilience of our culture and history. It’s a place rich with untold stories waiting to be brought to life. Bag Boys is our way of giving those stories the honesty and heart they deserve. The Valley has waited far too long to be truly seen and heard. Now is the time to honor its people, its struggles, its triumphs, and its dreams — and to give the Valley the voice it has always deserved.
For Daniel Arnez, our lead character, cinema is more than entertainment — it’s his escape, his coping mechanism, and the way he interprets the world around him, life itself plays out like a movie, with his emotions expressed through the lens of the films he loves.
When emotions run high, Daniel’s imagination takes over, reinterpreting his reality as scenes from his favorite films.
After hitting a customer’s car with a cart, he pictures the incident as a Frankenstein nightmare, with the customer turning into a towering, monstrous figure chasing him.
A confrontation with his boss becomes a Godfather-style drama, filled with gripping intensity.
And in his most hopeful moments, he escapes into a La La Land-inspired fantasy, waltzing with his crush Dolores beneath the glowing skyline of the San Fernando Valley.
These vivid sequences are more than just escapism — they reveal Daniel’s inner world. Through these cinematic fantasies, he sees himself as the filmmaker he dreams of becoming, using his imagination to turn ordinary moments into epic stories. But beneath the spectacle lies a deeper truth: these daydreams reflect his struggle to confront the complexities of his real life, where the stakes are higher, and the challenges can’t be resolved with a perfectly timed crescendo.
Ultimately, this story celebrates the transformative power of cinema — how it shapes identity, fuels ambition, and provides a lens through which we understand ourselves. Through Daniel’s eyes, it highlights the urgent need to expand the landscape of Latino storytelling.
This show aims to create the cinematic future we’ve long been separated from while honoring those who have shaped it into what it is today. By championing new voices, it seeks to ensure that the rich diversity of Latino narratives takes its rightful place in mainstream cinema and television, showcasing the unique and authentic stories that define our communities.
Our vision for Bag Boys draws stylistic inspiration from both television and cinema. With the visually stunning and vibrant aesthetic of La La Land, it pays homage to classic cinema while embracing the raw, grounded feel of Reservation Dogs, capturing the underdog spirit and tackling social issues. The ensemble workplace dynamics echo Superstore, while the sharp dark humor and use of comedians, inspired by This Fool, create an organic and semi-unscripted tone. Together, these influences shape Bag Boys into a visually striking, socially conscious dramedy that authentically portrays the beauty, struggles, and triumphs of everyday life.
