Seasoned broadcast professional Diana Payer has taken the helm as executive producer at Big Fish Films, a full-service production company headquartered in Dallas. Payer has 25 years of agency and broadcast production experience and most recently was director of broadcast production for TracyLocke. Payer's resume also includes roles as senior broadcast producer at Publicis Mid-America, manager of broadcast production for Atkins, and group account director at GSD&M. She has worked on brands including Pizza Hut, Zales, BMW, Christus Health, Texas Lottery, Pearl Vision, Nestle, and TXU Energy.

"I have known Big Fish as a company for most of my career and have great respect for Robert Latorre as a innovator and visionary in our industry. I am excited to help take this company to the next level," Payer said. "I hope to bring the knowledge of what producers and creatives and clients need on the agency side and make Big Fish an invaluable resource for those people.

Founded in 1990, by Director/Cameraman Robert Latorre, Big Fish Films is headquartered in its own 12,000-square-foot production building that house two stages and a commercial kitchen for food/tabletop shots.

"Diana has a well-deserved reputation for integrity, leadership and boundless energy, and I know that she will put those talents toward attracting the best directorial talent and ensuring the quality in our production process," Latorre said. "Big Fish is privileged to have her leading our company."

In her new role, Payer has wasted no time in attracting directors Vittorio Sacco, Mark Micks, Henry Meziat and Zack Linder to a roster already loaded with an impressively diverse range of talent.

In addition, Payer has brought on board new sales representatives for Big Fish: Joanne Morris and Cathy Brittingham of Catalina Reps.

The Big Fish roster includes directors from across the country, including LA, NY, Austin, Dallas, Miami, Mexico City and Argentina and features A-List established directors in their respective specialized areas of tabletop, comedy, real people, and visual storytelling. Diana has also brought on newer, up and coming talent. The company has produced work for clients including McDonald's, American Airlines, Coca Cola, Blue Cross Blue Shield, Sony, Kraft, Miller, GMC, U.S. Air Force, Hyundai and Florida Tourism.