I grew up in a Cuban household in Miami surrounded by music, sports, and big personalities. Sports was my first obsession, but music was always right there with it. Wu-Tang Clan, Rage Against the Machine, ATCQ. Anything with energy, soul, and a little rebellion.
That eventually pulled me into Miami nightlife. I started promoting parties, then DJing, and later co-founded a record label with my longtime collaborator Lazaro Casanova. It was my first real experience building something from scratch, finding talent, and creating a brand people could connect with. It was also where I taught myself Photoshop and started editing short videos, mostly because someone had to make the flyers, artwork, and promo content.
In 2013, I joined 180LA as a social media manager, back when that title could mean community manager, copywriter, art director, strategist, and/or producer. The role was broad, which worked for me.
Since then, I have taken a slightly unconventional path through the industry, moving between creative direction, production, photography, editing, and strategy. Some projects have required all of those things at once. Others have meant focusing on one part of the process and letting great collaborators bring their expertise to the rest.
Most of my work lives somewhere between culture, sports, music, and entertainment. I have worked with brands including WhatsApp, Adobe, Converse, Reebok, Champion, Adidas, and Boost Mobile across long-form films, documentaries, social campaigns, episodic content, and live experiences.
Outside of brand work, I am usually making something else. In 2025, I published a book with my longtime collaborator Murs, directed a music video, and started developing a few original film and television ideas of my own.
The format changes. The impulse to make something does not.