Legacy Statement
: Steve Cruz Brings a New Vision to Falcon

As he accepted his second consecutive GayVN Award for Best Director in the non-feature category, Steve Cruz came full circle in January. His back-to-back wins came for a studio he had long called home, but Cruz had since moved from Raging Stallion to take on directing duties for brother brand Falcon—a label that holds a special place in his sexual awakening. “The first porn movie I watched had the Falcon brand on it. I don’t remember the title or who was even in it,” Cruz recalls. “Falcon was edgier in the 1980s, or at least it seemed that way to me. It would be unethical to say how old I was. Falcon was kind of the gold standard for quality though the ’90s: I remember Flashpoint was one of my favorite Falcon classic titles. Guys I liked? Al Parker, all the way. And Jake Andrews, Eric Stone, Aiden Shaw, Zak Spears. Hal Rockland sure was pretty. As a young adult I thought the movies were polished and the guys…way out of my league.” Fast-forward to 2006, Cruz started filming in front of the camera in a long and illustrious career that garnered him two GayVN Awards and the respect of his peers. But he never appeared in a Falcon film—the closest he got was an appearance in Limits on the studio’s scruffier Mustang offshoot label.  “Honestly, seeing a really hairy guy succeed was kind of rare. It seemed almost everyone was manscaped or smooth. Maybe ’90s Falcon left me with that impression, but as a result I never felt sexy until almost my 30th birthday,” says Cruz. “In my early 20s, I shaved my body to try to look like what I thought men wanted. 1990s porn had that effect on me. When I stopped trying, that’s when I found my sex appeal. Aesthetics started changing, too—we got more diverse. As a model, I was recruited for Falcon’s Mustang line—a rougher, hairier look and feel. I was told point blank as a model I wasn’t Falcon material. But that didn’t really phase me.” In fact, far from it: It was Mustang that gave Cruz another huge opportunity as co-director on what became “The Color Box Trilogy” of films (Blue Movie, Red Light and Green Door), setting in motion the next phase of his career. “Falcon’s Mustang approached me and offered my first directing job in 2008. We breathed new life into that line, and that caused a little stir. I’m sure many expected me to fail. Jealous directors called the cops on my shoots, other producers tried to have me blacklisted. The industry was petty back then. You toughen up. My response to that hate was to succeed, and to create opportunities for people when I can.” Opportunity Knocks…Again At the time, Cruz was pulling double-duty on both sides of the camera. “Falcon gave me my start. But at Raging Stallion I was an exclusive model. It was generous of Chris Ward—the executive at Raging Stallion—to permit me to be a model for Raging Stallion while consecutively directing at Falcon. So, when the companies merged (in 2011), it was only natural that we share the workload.” Cruz notes that he joined Ward and Tony DiMarco in directing features for Falcon, Raging Stallion and Monster Bang (by then, Mustang was discontinued: “That line became more or less redundant”). Cruz also directed for his own company, Hard Friction, and soon had some 30 directing and editing credits to his name—including some Falcon titles along the way. But when Ward announced his retirement in December of 2015, Cruz found a new focus. “When Tim Valenti took over as executive producer, the studios felt each brand needed a distinct voice. I chose Raging Stallion at that time because I had specific ideas on how to give that brand a kick in the pants with edgier ideas and themes, and I preferred that brand’s casting diversity. In the past four years, Tim and I were very successful with our vision for Raging Stallion. So at the beginning of 2020, he approached me with an offer to shake things up with Falcon,” shares Cruz. “As an executive producer, he’s always pushing me to accept the next challenge. I’ve been doing the same thing for the last 10-plus years, why not push myself harder? He felt that my talents would transcend my comfort zone. And I saw this as an opportunity to make some subtle changes to Falcon casting that were overdue.” The new opportunity also gave Cruz a chance to stretch himself creatively. “The Falcon of my era has always represented mainstream. The themes are generally happier, escapist, playful. Falcon is a gold standard of quality, yes—but it’s also an attitude. Where Raging Stallion was always alternative, edgier and a completely different attitude. Also, the models that work for Falcon are our top selling talent, and with that come bigger personalities. There’s an art to that as well.” Director, Interrupted The transition was going to start with a bang, as Cruz crossed the Atlantic to Austria for The Chalet. The film blended Falcon exclusives with some European stars, including two BelAmi models, and paid homage to Falcon’s signature series The Other Side of Aspen. “Truthfully, this was Tim’s baby. He had the vision and made the arrangements, and I was only too happy to execute it. The original script was a proposed romantic romp through world-class ski country, the Alps! I’d assisted or directed smaller budget Aspen series movies before. This was a far better location,” shares Cruz. “We have a partnership with the great team at BelAmi. The guys that they sent over were amazing! So friendly, professional and genuinely sweet. Both were perfect for the film. The rest of the cast I found through being a fan of their work. Pietro Duarte, for example. He brought a different look and energy than what you’d might expect, but no less Falcon. Dmitry (Osten) was also super sweet—he brought me Russian chocolates as a gift. I was impressed by his thoughtfulness and his performance.” And the unique casting brought some new challenges that Cruz was happy to navigate. “Sex is an international language. You figure it out. I have shot a lot in Europe. Working with European talent, sure there is sometimes a language barrier. Leo Forte, my cameraman, speaks fluent Spanish, so that helped me with Pietro—communicating nuances that drove a better performance in that scene,” Cruz said. “I hope the models all had fun, I know we did. We try to create that sexy environment that hopefully feels more like play than work, while still upholding to the quality you expect from Falcon Studios. I really enjoyed shooting the BelAmi guys [Peter Annaud and Jim Durden] in particular. They had a different approach to making scenes. I found them extremely professional young men. Motivated to delivering the best performances they could. That was so refreshing.” The film also starred Falcon Exclusives Josh Moore, Skyy Knox and Colton Reece, making it a rare film that blended popular exclusives from two huge labels. “It was pretty much all work; playtime was to come after. We stayed at Haus Romeo, a gay resort in Tyrol. They were very warm and hospitable,” shares Cruz. “I was looking forward to some rest and relaxation—and more European travel to Spain once we wrapped in Austria, but that never happened.” 2019 GayVN Performer of the Year Cade Maddox was also on a plane to join them, but that never happened either. He had to turn around—and suddenly Cruz’s exciting new project was temporarily derailed when the travel ban initiated by the sudden spread of the coronavirus went into effect on the third day of filming. “We had most of it in the can, but we had no outdoor B-roll featuring the entire cast—we had that scheduled for the following day. On the fateful day, we had just wrapped on a massive double day of shooting from morning until midnight. I had just laid down to sleep when I get a call from headquarters: a travel ban was going into effect. We were instructed to pack everything and be on a plane the next morning. So, we got dressed and that’s what we did. Insane!” exclaims the director as he recalls the moment everything changed. “I was in a state of shock. Full-blown depression for weeks. Denial, really. But how I get through shit in my life is to trust I’m on a path of discovery, and somehow, it’ll work out—because it always does. What doesn’t ruin you makes you stronger. I am so grateful to my company sparing no expense to keep the crew and talent safe. We got home before the travel ban went into full effect. But damn—everything about COVID-19 has been a clusterfuck.” Luckily, they already had enough for a full release of four scenes—but it required some creativity. “Once my supporting editor, Bruno Bond, put together what we filmed, all we really needed was that connective tissue of story to tie the men together and give a reason to why they were there. So, we did that with confessionals directed remotely. I’m no stranger to confessional narratives: Outta the Park!, Cake Shop, Masturbation Station…a lot of my current titles have utilized this screenwriting style. It totally worked. Plus, the drone footage and majestical outdoor shots tied in the location context we needed. Only the original screenwriter was devastated. I had to totally rework the original script. It happens. After a delay, Falcon finally released the project in early September—when Cruz’s new life as director of the grandaddy of all gay porn studios was in semi-limbo. “Everything about 2020 was frustrating. The positive spin I can put on last year is that we have been forced to slow down so we can look at what’s really important about the work. And how to do it safely. Okay, so I didn’t film in London and Spain this year as planned, but I was able to work the second half of the year with men I enjoy, and the first thing I could do is bring some different guys that you haven’t seen work at the Falcon brand before. My mindset is to remain open, remain grateful and learn from what is happening right now as we gradually flow into a new normal.” Paying it Forward As a challenging 2020 came to a close, Cruz was quickly met with some good news when he won rare back-to-back Best Director GayVN Awards (this time for Raging Stallion’s Cake Shop). “As for the Best Director win, I was floored—I was absolutely not expecting anything after winning last year. Right before COVID, I was really hitting my stride creatively. GayYNs and Grabbys were pleasant surprises—a great way to close out my contributions to the Raging Stallion brand. The time off from directing during the worst of times gave me lots to reflect on. I’d like to explore ways to use my knowledge to help others where I can—mentoring, finding different storytellers and making those visions come to light. I’m not quite sure yet how it will all unfold or what’s even possible…I’m just grateful for where I am right now in my life and my creative expression. Pay it forward if I can.” That includes his newest Falcon project, which debuted in late February “It’s a co-directed project with Leo Forte. Tim Valenti titled it Born to Porn, and he’s working on a series of other projects based on what Leo and I accomplished in this project,” says Cruz. “Leo and I have been in synch creatively since Timberwolves, and he’s my dedicated second. I want to promote him and at this phase in my career start giving back the way my mentors did for me. Leo being a man of color, it’s even more important to me that he get these opportunities and help me at Falcon; he’s been in the business almost as long as I have.” Born to Porn is a documentary-style film about the models lives on set and off. In it, they open up about themselves, the industry, public life and the reality of comment culture. It’s just the start of many ideas Cruz hopes to bring to life. “In time, I’d like to get back to scripted movies with bigger budgets and amazing locations, but that’s really up to COVID-19. I keep a file of ideas that I play close to the vest to insure they remain my ideas. What I will say is, I fully intend to continue the creative path I’ve been on the last 12 years, it just keeps getting better. If we adapt, stay humble and grow with the opportunities, the magic happens through us. Never rest on what I think I already know. That’s the life of an artist. The challenge is finding the talent who are willing to go on this journey with me. Will the Falcon customer accept the places we want to take the brand? I think it’s all possible.” And with an executive producer that is ready to take chances, Cruz anticipates that it’s just a matter of time “Tim Valenti has an adventurous spirit. He’s a creative partner. He doesn’t want to see the same recycled ideas cross his desk. So, I can greenlight some of my wilder ideas, take risks. The one thing Falcon affords us—in normal times—is the budget to go to better locations and make bigger projects. Right now, as things are dire in the world, maybe we’ll concentrate on happier themes as an escape. I know tastes change, and right now many are satisfied with do-it-yourself clips shot with their phones. I think it’s great that fan sites are making it possible for people to earn their own revenue and produce their own content, but there will always be a customer for bigger productions. I’m fortunate I get to work with some of the brightest talent doing what we do, and real actors.” And even though he filmed a handful of Falcon projects in the earlier half of the last decade, Cruz knows that this time is different. “I did a movie here and there for the company. This time, I’m coming on as the director of the line and I’m being asked to give it my vision. I accepted the job because I wanted to push my limits, but also it was something I could grow with. And with anything I do, I’ll do it with my whole heart. Although this time I bring 12 years of directing experience to the table,” he shares, adding that he takes the responsibility seriously. “Falcon is a legacy brand. A standard of excellence with a rich history I have inherited and I’m now responsible for. Falcon endures; it’s resilient. It has outlasted so many brands, for decades and decades. That’s really quite remarkable for any business, especially porn. At times, it’s also been predictable and even limited in its concepts—and it hasn’t fully represented everyone. That is a change I can make right away. That alone is a great reason to be here. Falcon is both something to live up to and it’s something I can guide, evolve and grow to embrace the times we are living in while staying true to the core reason we exist: the joyful celebration of gay men having sex together.” Photo 1 of Steve Cruz and Bruno Bond from 2021 GayVN Awards; Photos 2 & 3 from 2020 GayVN Awards