Boss

Starting with nothing more than a dream and passion to help new artists get a start in the competitive entertainment business, Normita Joven created Icon Studios Dallas in June 2010 providing a vehicle to help all types of artists succeed in TV, film, modeling, promotions, social media, and live events worldwide. Today Icon Studios Dallas represents over 700 actors and models. Ms. Joven is a philanthropist who enjoys  supporting charities, local artists, and community events. She is the corporate sponsor of such fashion shows and non-profit organizations as New York Fashion Week, Men's Fashion Week Dallas (MFWD), Runway Dallas (RWD), DFW Teen Fashion Week, Dallas Fashion Week, Miami in Dallas, Fire & Ice, Arc of Fashion, Citizens Development Center, Salvation Army, and more. Normita feels honored and blessed to have been able to help so many artists fulfill their dreams and goals in creating a career in arts and entertainment, as well as create strong leaders and role models in the process. Ms. Joven is currently working with her production team to create a broadcast network dedicated to lifestyle and entertainment.

Before creating Icon Studios Dallas, Ms. Joven enjoyed a career as a Marketing Manager and Executive Producer for fashion shows, in addition to producing and coordinating elite high-profile/VIP events. As a professional columnist and reporter for the 100 year old international fashion and beauty magazine, Beauty Fashion, headquartered in New York, Ms. Joven had the privilege of covering high profile events in the beauty industry for over 10 years interviewing such celebrities and fashion ICONs such as Carlos Santana, Kim Kardashian, Jessica Simpson, Vince Camuto, and Sean Jean "P Diddy" Combs.

 As an honors graduate from Southern Methodist University (SMU), Ms. Joven holds a Bachelors degree majoring in Broadcast Journalism and minoring in Womens Studies.

In order to keep up with the exciting pace of her position, Ms. Joven stays active physically and in the community.  Her MMA training ranked her second in the State of Texas in Competitive Karate. She is currently working with an inner city Outreach Program teaching martial arts. Ms. Joven understands the entertainment field from every aspect.  She has appeared in hundreds of commercials, television programs, films and commercial print. Most recently she was the fight choreographer for Maids.com international “Fighting Dirt with Elegance” campaign. Her background as a marketing and sales specialist, performer, journalist, producer and manager allows her to appreciate and facilitate the needs of any production. The slogan for Icon Studios Dallas is “Inspiring Artists to Live their Dreams,” and the goal is to motivate and empower people through the arts. 

Starting with nothing more than a dream and passion to help new artists get a start in the competitive entertainment business, Normita Joven created Icon Studios Dallas in June 2010 providing a vehicle to help all types of artists succeed in TV, film, modeling, promotions, social media, and live events worldwide. Today Icon Studios Dallas represents over 700 actors and models. Ms. Joven is a philanthropist who enjoys  supporting charities, local artists, and community events. She is the corporate sponsor of such fashion shows and non-profit organizations as New York Fashion Week, Men's Fashion Week Dallas (MFWD), Runway Dallas (RWD), DFW Teen Fashion Week, Dallas Fashion Week, Miami in Dallas, Fire & Ice, Arc of Fashion, Citizens Development Center, Salvation Army, and more. Normita feels honored and blessed to have been able to help so many artists fulfill their dreams and goals in creating a career in arts and entertainment, as well as create strong leaders and role models in the process. Ms. Joven is currently working with her production team to create a broadcast network dedicated to lifestyle and entertainment.

Before creating Icon Studios Dallas, Ms. Joven enjoyed a career as a Marketing Manager and Executive Producer for fashion shows, in addition to producing and coordinating elite high-profile/VIP events. As a professional columnist and reporter for the 100 year old international fashion and beauty magazine, Beauty Fashion, headquartered in New York, Ms. Joven had the privilege of covering high profile events in the beauty industry for over 10 years interviewing such celebrities and fashion ICONs such as Carlos Santana, Kim Kardashian, Jessica Simpson, Vince Camuto, and Sean Jean "P Diddy" Combs.

 As an honors graduate from Southern Methodist University (SMU), Ms. Joven holds a Bachelors degree majoring in Broadcast Journalism and minoring in Womens Studies.

In order to keep up with the exciting pace of her position, Ms. Joven stays active physically and in the community.  Her MMA training ranked her second in the State of Texas in Competitive Karate. She is currently working with an inner city Outreach Program teaching martial arts. Ms. Joven understands the entertainment field from every aspect.  She has appeared in hundreds of commercials, television programs, films and commercial print. Most recently she was the fight choreographer for Maids.com international “Fighting Dirt with Elegance” campaign. Her background as a marketing and sales specialist, performer, journalist, producer and manager allows her to appreciate and facilitate the needs of any production. The slogan for Icon Studios Dallas is “Inspiring Artists to Live their Dreams,” and the goal is to motivate and empower people through the arts. 

My name is Armando Ucles. I'm the writer, producer and director of “Boss”. I grew up in the San Francisco Bay Area. The people and its various communities inspired my artistic and creative aspirations.

I graduated from San Francisco State in 2008 and I wrote, produced and directed two short films, “The Nightshift” and “Hello Sir…”. As an artist, I feel very proud to be part of a profession that brings people together. As a Latino American, I feel a responsibility to tell stories that present my community in a positive light.

In 2021, I became a certified life coach. I help people find personal fulfillment in their lives. Life coaching, like filmmaking, requires a lot of patience, a lot of creativity and a lot of passion. You have to love what you do to have a happy life.

 My goal is to bring joy to people through my work and I'm so proud and grateful to be where I am today. There's so much more in life for me to learn and I'm ready to take on any challenge life has in store for me.

Jimmie is an up and coming filmmaker from New Orleans, LA.

Jimmie has an affinity for finding meaningful stories. But he challenges himself to photograph them in memorable ways. 

As he continues to devote himself to his craft, Jimmie hopes to continue to tell the stories of the voiceless and inspire all, one film at a time.

Javier is a first-generation Mexican Puerto Rican, born and raised in the Bay Area, California. His parents came to the US seeking opportunity and, on that path, found each other. Javier was born in Oakland, CA and moved to Castro Valley, CA when he was eight years old. His family remained in their Castro Valley home well into his adulthood. Javier moved to San Leandro in 2012 where he is currently raising his two young children.

As a child, Javier gravitated towards the arts, often creating movies with his friends, using his family camcorder. When he was not directing films, he was dancing while his father sang and played the guitar. As Javier grew, he continued to seek all opportunities to perform; from High School events to MCing for an award show with a marketing company Javier worked for after graduating High School. In his mid- twenties, Javier attended City College acting courses, where he met several rising filmmakers and actors.

Throughout the years, Javier has had the fortune of working with many talented filmmakers, developing and sharpening his skills as an actor. Javier continues to seek out opportunities to fulfill his lifelong dreams of working in the arts, in writing screenplays, working behind the scenes for independent films, and on the screen with short and feature films.