BORN IN LIMA, PERU
RAISED IN NEW JERSEY
BECAME AN ARTIST IN NEW YORK
LIVE IN LOS ANGELES

This has been the long road for me as an Art Director and Designer for over a decade now. Working in some of my favorite industries, such as sports, entertainment, and gaming, and with some of the biggest brands in the world, I have gained a unique view of how branding works.

Whether it’s creating a consumer experience at an event or creating a small web banner, every design project has unique challenges that go beyond merely picking a nice font and a cool picture. It is about knowing your target and your position in the market. It is about research, ideas, and executions that will captivate your audience. This is where my passion for art and design comes from: putting those puzzles together to make something that not only looks good but actually sees results.

I graduated from the Art Institute of New York City in 2004. The school was located on the border between Tribeca, SoHo, and Chinatown, giving students a rich and vibrant education amongst some of the world’s greatest artists, both in the galleries and in the streets. You could walk down the street and discover an old Keith Haring mural in a rundown car park. Or walk down an alley to find yourself in the middle of a Dondi masterpiece. The city itself became a teacher, and I learned as much about design living in it as I did inside the classroom. For in NYC, you are surrounded by advertising and marketing, from the giant billboard in Times Square to the local deli trying to lure you in for a cup of coffee.

And it was also in this city where I learned about design process, working in all sorts of situations with small/large budgets, small/large teams, quick turnarounds, and the fine art of the presentation. Nothing prepares you for the world like the intensity of NYC. Which is why I am now in Los Angeles – yes, that’s right, Los Angeles. Every creative person needs a change to get inspired and find new challenges (although many would say living in year-round perfect weather isn’t much of a challenge). I have grown to love my new city and draw as much inspiration from it as my old, and I am ready and excited to see where this city will take me next. It could be working with you!

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