Gustavo Martínez Contreras

Gustavo Martínez Contreras is a documentarian, writer and tour guide based in Santa Fe, New Mexico. He is the founder of Analco Studios.

For the last decade, he has managed the Instagram community @whereslupita, in which he documents images of la Virgen de Guadalupe from people living at the margins of “proper religion” but under the cloak of Guadalupe, the Divine Indigenous Mother who promised everyone unconditional love and forgiveness.

Most recently, he produced the award-winning documentary series “¿Dónde Anda Lupita?” for Capital 21, Mexico City public broadcasting. From Palestine to Mexico -and everywhere in between-, the show follows the trail of la Virgen de Guadalupe to tell stories of liberation, colonialism, Queer spirituality, gender violence, and so much more. The series won a Pantalla de Cristal award for best documentary and has been syndicated to public broadcasters in Mexico and Latin America.

Gustavo’s work addresses inequality and uplifts his community. His most recent article for Prism, “Life on Parole,” helped free Santa Fe muralist Carlos Cervantes from a life parole sentence he had been serving for over 40 years. The story also propelled a community campaign that helped Cervantes win the 2025 Santa Fe Mayor’s Award for Excellence in the Arts in the Heritage Arts category.

He also hosts a walking tour of Santa Fe’s public displays of Lupita and the stories behind them.