 Following his tenure in Entijuanarte, Rodríguez created a photography and film festival called FotoFilm Tijuana, after noticing the rise of audiovisual recordings with smartphones and tablet computers.As part of daily life, recording videos and taking photographs, "is within everyone's reach", Rodríguez said to Mexican newspaper "Milenio".He also noted that users are creating simple and free content and this creative facility creates the bases of interest in the public for this kind of events.