FROM LA, CA - HIKES IN THE PNW - BASED IN BK, NY
ABOUT ME
HOPE YOU'RE NOT TIRED OF SCROLLING YET
THE HUMAN
Welcome!!! I am a bilingual Creative Director based in Brooklyn, orginally from Los Angeles, CA.
I think of creative storytelling as an opportunity to shake up visual norms inspired by my experiences growing up skateboarding and painting murals in Los Angeles. In my professional creative career, having received accolades in advertising, I bring energy and passion to engaging narratives that present innovations in technology, fashion, and design fields.
With over a decade of experience working with clients nationally and internationally, I play a lead role to develop creative strategies, encourage collaboration, and deliver user-centered campaigns. My career started with graphic design and expanded into motion graphics, video editing, production, and user interfaces, and now includes AI.
I’m driven by opportunities to mentor talent, foster inclusive spaces for creativity, and be part of diverse and cutting-edge teams. I oversee creative teams from concept to execution and collaborate with production, marketing, strategy, dev, and social media teams to turn bold ideas into tangible outcomes for clients.
Let's disrupt the status quo with chaotic modernism.
SCROLL
LET'S CONNECT
PRODUCT INCLUSION & EQUITY SUMMIT BRANDING
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: GABRIELGONZALES
CREATIVE DIRECTOR: COREY A. TYLER
CREATIVE DIRECTOR: DANNY MURPHY
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: J. CRUZ
PRODUCTION TEAM (SPOT): FELA TV
PRODUCTION TEAM (EVENT): GOOGLE
SUMMARY
Google aimed to create a branding system for its Product Inclusion & Equity Summit that resonated with diverse audiences and could be adapted for future events. The initiative began with a diversity-focused multimedia campaign and culminated in a unifying brand direction for inclusion.
MY ROLE
As a Creative Director on the team, I helped develop a branding system emphasizing inclusivity and innovation that aligned with Google's mission. By integrating a scalable design system, I ensured the branding could evolve across platforms, securing the client by aligning visual identity with Google's strong equity and engagement goals.
IMAPCT
The initiative served as a playbook for the mobile summit, with an emphasis on inclusivity. Custom and unique coded symbols represented limitless diverse contributions, extending the campaign and fostering engagement. This project showcased the impact of inclusive branding on future initiatives.
EVENT MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
MOTION/GRAPHIC DESIGN
BRANDING
CREATIVE DIRECTION
PRINTED MATERIAL IN CONTEXT
CREATIVE BRANDING PROCESS
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: GABRIELGONZALES
CREATIVE DIRECTOR: COREY A. TYLER
CREATIVE DIRECTOR: DANNY MURPHY
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: J. CRUZ
PRODUCTION TEAM (SPOT): FELA TV
PRODUCTION TEAM (EVENT): GOOGLE
SUMMARY
Google aimed to create a branding system for its Product Inclusion & Equity Summit that resonated with diverse audiences and could be adapted for future events. The initiative began with a diversity-focused multimedia campaign and culminated in a unifying brand direction for inclusion.
MY ROLE
As a Creative Director on the team, I helped develop a branding system emphasizing inclusivity and innovation that aligned with Google's mission. By integrating a scalable design system, I ensured the branding could evolve across platforms, securing the client by aligning visual identity with Google's strong equity and engagement goals.
IMAPCT
The initiative served as a playbook for the mobile summit, with an emphasis on inclusivity. Custom and unique coded symbols represented limitless diverse contributions, extending the campaign and fostering engagement. This project showcased the impact of inclusive branding on future initiatives.
EVENT MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
MOTION/GRAPHIC DESIGN
BRANDING
CREATIVE DIRECTION
PRINTED MATERIAL IN CONTEXT
CREATIVE BRANDING PROCESS
FARFETCH - BRANDING,DIGITAL, & PRINT MARKETING
STADIUM GOODS
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
THE TEAM
CREATIVE DIRECTOR: J.CRUZ
DIRECTOR OF PHOTOGRAPHY: WOO JIN HWANG
GRAPHIC DESIGNER: ALEX VICUNA
GRAPHIC DESIGNER: NATHANAEL DOYEN
GRAPHIC DESIGNER: ISABELLA SLOVES
COPY WRITER: ZACH SCHLEMMER
SUMMARY
From a startup to Farfetch-owned, Stadium Goods aimed to be the go to top luxury sneaker retailer by embracing collectible sneaker culture and collaborating with brands like Jordan, Bape, Adidas, and Nike. Thus, it positioned itself as a go-to destination for all sneaker enthusiasts.
MY ROLE
As the Creative Director at Stadium Goods, I established branding, campaigns, and visual standards for digital and print. I joined at start-up and grew the creative team to six. I built a cohesive brand identity, directed limited edition release campaigns, and managed partnerships at events.
IMPACT
The team developed a distinct visual and marketing strategy for Stadium Goods that positioned it as the luxury sneaker destination for celebs and collectors. This resulted in a 62% sales increase, 60% uptick in imagery, and a 92% rise in Instagram followers, strengthening the brand with innovative campaigns.
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
MOTION/GRAPHIC DESIGN
CAMPAIGNS
CREATIVE DIRECTION
SCROLL TO GET FAMILIAR
MAJOR CONTRIBUTIONS
THE TEAM
CREATIVE DIRECTOR: J.CRUZ
DIRECTOR OF PHOTOGRAPHY: WOO JIN HWANG
GRAPHIC DESIGNER: ALEX VICUNA
GRAPHIC DESIGNER: NATHANAEL DOYEN
GRAPHIC DESIGNER: ISABELLA SLOVES
COPY WRITER: ZACH SCHLEMMER
SUMMARY
From a startup to Farfetch-owned, Stadium Goods aimed to be the go to top luxury sneaker retailer by embracing collectible sneaker culture and collaborating with brands like Jordan, Bape, Adidas, and Nike. Thus, it positioned itself as a go-to destination for all sneaker enthusiasts.
MY ROLE
As the Creative Director at Stadium Goods, I established branding, campaigns, and visual standards for digital and print. I joined at start-up and grew the creative team to six. I built a cohesive brand identity, directed limited edition release campaigns, and managed partnerships at events.
IMPACT
The team developed a distinct visual and marketing strategy for Stadium Goods that positioned it as the luxury sneaker destination for celebs and collectors. This resulted in a 62% sales increase, 60% uptick in imagery, and a 92% rise in Instagram followers, strengthening the brand with innovative campaigns.
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
MOTION/GRAPHIC DESIGN
CAMPAIGNS
CREATIVE DIRECTION
SCROLL TO GET FAMILIAR
MR. MORALE & THE BIG STEPPERS TOUR MERCHANDISE
KENDRICK LAMAR
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
SUMMARY
Kendrick Lamar's The Big Steppers Tour made a cultural statement by showcasing his influence in hip-hop and a global fan connection. The Merchandise from "Mr. Morale & The Big Steppers" was dreamt up to be a meaningful collectible statement piece, enhancing the tour’s impact.
MY ROLE
As a Consultant, I explored creative lanes of merchandise for Kendrick Lamar’s MM and the BS tour. Collaborating with pgLang and Union LA, I presented design concepts that included typography with L.A.s cultural relevance, and used album quotes to create striking apparel.
IMPACT
This collaboration expanded coveted music merchandise, enhancing Kendrick Lamar's visual narrative. The designs sold out at nearly every show, connecting fans worldwide. By blending art and culture, it established a strong visual identity, solidifying Kendrick Lamar’s legacy.
EXPLORATION
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
GRAPHIC DESIGN
BRANDING
CREATIVE DIRECTION
THE TEAM
SENIOR CREATIVE DIRECTORS:
GREIG BENNET, CHRIS GIBBS,
PG LANG: DAVE FREE & KENDRICK LAMAR
CREATIVE DIRECTOR: J. CRUZ
MAJOR CONTRIBUTIONS
SUMMARY
Kendrick Lamar's The Big Steppers Tour made a cultural statement by showcasing his influence in hip-hop and a global fan connection. The Merchandise from "Mr. Morale & The Big Steppers" was dreamt up to be a meaningful collectible statement piece, enhancing the tour’s impact.
MY ROLE
As a Consultant, I explored creative lanes of merchandise for Kendrick Lamar’s MM and the BS tour. Collaborating with pgLang and Union LA, I presented design concepts that included typography with L.A.s cultural relevance, and used album quotes to create striking apparel.
IMPACT
This collaboration expanded coveted music merchandise, enhancing Kendrick Lamar's visual narrative. The designs sold out at nearly every show, connecting fans worldwide. By blending art and culture, it established a strong visual identity, solidifying Kendrick Lamar’s legacy.
EXPLORATION
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
GRAPHIC DESIGN
BRANDING
CREATIVE DIRECTION
THE TEAM
SENIOR CREATIVE DIRECTORS:
GREIG BENNET, CHRIS GIBBS,
PG LANG: DAVE FREE & KENDRICK LAMAR
CREATIVE DIRECTOR: J. CRUZ
BE GREATER THAN SOCIAL CAMPAIGN
LENOVO
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J.CRUZ
CREATIVE DIRECTOR: SCOTT P.
PRODUCTION TEAM (LAUREN GOOD DAY): MOTION FAMILY
SUMMARY
Lenovo aimed to boost brand recognition with a series of unique diverse collaborations, while reinforcing a social responsibility and trust.
MY ROLE
I led a social-first campaign intertwining storytelling, digital strategy, and fostered notable influencer partnerships.
IMPACT
The campaign elevated and celebrated diverse creativity, while strengthening Lenovo’s presence, and highlighted its social impact.
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
KEY ART
MOTION/GRAPHIC DESIGN
CREATIVE DIRECTION
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J.CRUZ
CREATIVE DIRECTOR: SCOTT P.
PRODUCTION TEAM (LAUREN GOOD DAY): MOTION FAMILY
SUMMARY
Lenovo aimed to boost brand recognition with a series of unique diverse collaborations, while reinforcing a social responsibility and trust.
MY ROLE
I led a social-first campaign intertwining storytelling, digital strategy, and fostered notable influencer partnerships.
IMPACT
The campaign elevated and celebrated diverse creativity, while strengthening Lenovo’s presence, and highlighted its social impact.
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
KEY ART
MOTION/GRAPHIC DESIGN
CREATIVE DIRECTION
SUMMARY
A social-first campaign created around the Latin GRAMMYs in partnership with the Procter & Gamble brands Swiffer, Gain, and Dawn for TelevisaUnivision. The work focused on live-event storytelling, capturing exciting moments backstage, the red carpet, and cultural pre-show moments through short-form social video.
MY ROLE
As Creative Director, I led the creative concept and social-first commercial execution across pre-production, live production, and post. I collaborated with brand, network, production, and talent teams to shape creator-led formats that felt culturally authentic while delivering clear commercial storytelling.
IMPACT
The campaigns delivered multiple social-first commercial assets across social channels including Instagram, TikTok, Facebook, and Shorts during the Latin GRAMMYs week. Content was produced on location with rapid turnaround to align with live moments, driving strong visibility across owned and partner channels.
Each brand was developed as a distinct visual system, designed to perform within the same cultural moment.
LATIN GRAMMYs x P&G
SOCIAL-FIRST CAMPAIGNS & BRANDED CONTENT
CREATIVE DIRECTION, SOCIAL-FIRST VIDEO, CULTURAL STORYTELLING
For many Latinos, cleaning is more than a chore. It’s a ritual fueled by music, pride, and style. It’s energy that lights up stages, dance floors, and red carpets, powering every stride toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we bring that same passion for care, presentation, and celebration to the 26th Annual Latin GRAMMY Awards, where the brands will turn tradition into moments that shine on and off the red carpet. Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
For many Latinos, cleaning is more than a chore. It’s a ritual fueled by music, pride, and style. It’s energy that lights up stages, dance floors, and red carpets, powering every stride toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we bring that same passion for care, presentation, and celebration to the 26th Annual Latin GRAMMY Awards, where the brands will turn tradition into moments that shine on and off the red carpet. Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
For many Latinos, cleaning is more than a chore. It’s a ritual fueled by music, pride, and style. It’s energy that lights up stages, dance floors, and red carpets, powering every stride toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we bring that same passion for care, presentation, and celebration to the 26th Annual Latin GRAMMY Awards, where the brands will turn tradition into moments that shine on and off the red carpet. Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
For many Latinos, cleaning is more than a chore. It’s a ritual fueled by music, pride, and style. It’s energy that lights up stages, dance floors, and red carpets, powering every stride toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we bring that same passion for care, presentation, and celebration to the 26th Annual Latin GRAMMY Awards, where the brands will turn tradition into moments that shine on and off the red carpet. Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
SOCIAL-FIRST COMMERCIALS
CAMPAIGN STRATEGY
SOCIAL MEDIA CONTENT
LIVE EVENT STORYTELLING
CREATOR-LED FORMATS
SHORT-FORM VIDEO PRODUCTION
CREATIVE DIRECTION
MAJOR CONTRIBUTIONS
THE TEAM
CREATIVE DIRECTOR (ART): J. CRUZ
CREATIVE DIRECTOR (COPY): CARIDAD RAVELO
SENIOR PRODUCER: ROBERTA HURTADO ARMAS
SENIOR PRODUCER: MARINA FERNANDEZ FERRI
VISUAL PRODUCTION TEAM: GREENWAY PICTURES
VISUAL PRODUCTION TEAM: OCTOPUS STUDIOS
EXECUTIVE CREATIVE DIRECTOR: ORI GONZALES
AGENCY TEAM: TELEVISAUNIVISION - ASI STUDIOS
ADDITIONAL SOCIAL CUTS
Supporting social cuts designed to extend reach and momentum across platforms
MARKETING/MEDIA ADVERTISING CONFERENCE BRANDING
BLACKWEEK
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
SUMMARY
A four-day conference on the economic potential and the cultural impact of Black and POC consumers. Blackweek fosters an inclusive platform through talks and events that celebrate to uplift diversity and address equity in the creative and marketing industries.
MY ROLE
As a Creative Director, I led the branding for Blackweek, including the logo, color palette, and stage design with unique AI-rendered concepts. I collaborated with partners to create engaging event spaces, guided a design team for promotional materials, and worked with sponsors for a cohesive visual identity.
IMPACT
The event attracted over 1,500 attendees and received coverage from major media outlets. BLACKWEEK has successfully highlighted the continued influence of diverse communities and set a benchmark for inclusivity and innovation in industry events
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
EVENT PROGRAMMING
CAMPAIGNS
MOTION/GRAPHIC/STAGE DESIGN
CREATIVE DIRECTION
ADDITIONAL ASSETS: DESIGN, WEBSTORE AND PRODUCTS, PROMO, STAGE DESIGN.
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J CRUZ
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: DANNY MURPHY
VISUAL PRODUCTION TEAM: STUPOT PRODUCTIONS
BRAND BUILDING PROCESS
BRANDING DEFINING UX/UI FOR WEBSITE
DESIGN TEXTURE - A modular grid guiding structure and consistency across content.
BRAND SYSTEM
COLOR PALLETE - A high-contrast palette balancing clarity, energy, and restraint.
APPLICATION- The brand applied across digital, social, and physical touchpoints.
LOGO SYSTEM - A flexible logo system designed to adapt across platforms, scales, and contexts.
LOGOMARK - Stacked
LOGOMARK - Simplified
LOGOMARK - Abreviated
TYPOGRAPHY - Expressive type built for rhythm, hierarchy, and clarity.
STAGE DESIGN - A modular stage system designed for conversation and live programming.
ENVIRONMENT
IN CONTEXT - Brand expression activated across real moments and environments.
SPACE Brand expression translated into physical form, shaping how audiences move and engage.
ENVIRONMENTAL DESIGN - GG
VISUAL DESIGN
WEBSITE - A digital system extending the brand into navigation, content, and conversion.
DESIGN, CONTENT & SOCIAL- Visual systems across social media, physical, and merch extensions.
MAJOR CONTRIBUTIONS
SUMMARY
A four-day conference on the economic potential and the cultural impact of Black and POC consumers. Blackweek fosters an inclusive platform through talks and events that celebrate to uplift diversity and address equity in the creative and marketing industries.
MY ROLE
As a Creative Director, I led the branding for Blackweek, including the logo, color palette, and stage design with unique AI-rendered concepts. I collaborated with partners to create engaging event spaces, guided a design team for promotional materials, and worked with sponsors for a cohesive visual identity.
IMPACT
The event attracted over 1,500 attendees and received coverage from major media outlets. BLACKWEEK has successfully highlighted the continued influence of diverse communities and set a benchmark for inclusivity and innovation in industry events
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
EVENT PROGRAMMING
CAMPAIGNS
MOTION/GRAPHIC/STAGE DESIGN
CREATIVE DIRECTION
ADDITIONAL ASSETS: DESIGN, WEBSTORE AND PRODUCTS, PROMO, STAGE DESIGN.
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J CRUZ
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: DANNY MURPHY
VISUAL PRODUCTION TEAM: STUPOT PRODUCTIONS
BRAND BUILDING PROCESS
BRANDING DEFINING UX/UI FOR WEBSITE
DESIGN TEXTURE - A modular grid guiding structure and consistency across content.
BRAND SYSTEM
COLOR PALLETE - A high-contrast palette balancing clarity, energy, and restraint.
APPLICATION- The brand applied across digital, social, and physical touchpoints.
LOGO SYSTEM - A flexible logo system designed to adapt across platforms, scales, and contexts.
LOGOMARK - Stacked
LOGOMARK - Simplified
LOGOMARK - Abreviated
TYPOGRAPHY - Expressive type built for rhythm, hierarchy, and clarity.
STAGE DESIGN - A modular stage system designed for conversation and live programming.
ENVIRONMENT
IN CONTEXT - Brand expression activated across real moments and environments.
SPACE Brand expression translated into physical form, shaping how audiences move and engage.
ENVIRONMENTAL DESIGN - GG
VISUAL DESIGN
WEBSITE - A digital system extending the brand into navigation, content, and conversion.
DESIGN, CONTENT & SOCIAL- Visual systems across social media, physical, and merch extensions.
DISRUPTING THE STATUS QUO WITH CHAOTIC MODERNISM.
DISRUPTING THE STATUS QUO WITH CHAOTIC MODERNISM.
CREATIVE DIRECTION
CREATIVE DIRECTION
2:05:15 AM
Dec 27, 2025
(I MADE MY WEBSITE TOO)
(I MADE MY WEBSITE TOO)
SOCIAL-FIRST CAMPAIGNS & BRANDED CONTENT
LATIN GRAMMYs x P&G
CREATIVE DIRECTION, SOCIAL-FIRST VIDEO, CULTURAL STORYTELLING
MAJOR CONTRIBUTIONS
THE TEAM
CREATIVE DIRECTOR (ART): J. CRUZ
CREATIVE DIRECTOR (COPY): CARIDAD RAVELO
SENIOR PRODUCER: ROBERTA HURTADO ARMAS
SENIOR PRODUCER: MARINA FERNANDEZ FERRI
VISUAL PRODUCTION TEAM: GREENWAY PICTURES
VISUAL PRODUCTION TEAM: OCTOPUS STUDIOS
EXECUTIVE CREATIVE DIRECTOR: ORI GONZALES
AGENCY TEAM: TELEVISAUNIVISION - ASI STUDIOS
SUMMARY
A social-first campaign created around the Latin GRAMMYs in partnership with the Procter & Gamble brands Swiffer, Gain, and Dawn for TelevisaUnivision. The work focused on live-event storytelling, capturing exciting moments backstage, the red carpet, and cultural pre-show moments through short-form social video.
MY ROLE
As Creative Director, I led the creative concept and social-first commercial execution across pre-production, live production, and post. I collaborated with brand, network, production, and talent teams to shape creator-led formats that felt culturally authentic while delivering clear commercial storytelling.
IMPACT
The campaigns delivered multiple social-first commercial assets across social channels including Instagram, TikTok, Facebook, and Shorts during the Latin GRAMMYs week. Content was produced on location with rapid turnaround to align with live moments, driving strong visibility across owned and partner channels.
SCROLL
For many Latinos, cleaning is more than a chore.
It’s a ritual fueled by music, pride, and style.
It’s energy that lights up stages, dance
floors, and red carpets, powering every stride
toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we
bring that same passion for care, presentation, and
celebration to the 26th Annual Latin GRAMMY
Awards, where Swiffer will turn tradition into
moments that shine on and off the red carpet.
Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
For many Latinos, cleaning is more than a chore.
It’s a ritual fueled by music, pride, and style.
It’s energy that lights up stages, dance
floors, and red carpets, powering every stride
toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we
bring that same passion for care, presentation, and
celebration to the 26th Annual Latin GRAMMY
Awards, where Swiffer will turn tradition into
moments that shine on and off the red carpet.
Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
For many Latinos, cleaning is more than a chore.
It’s a ritual fueled by music, pride, and style.
It’s energy that lights up stages, dance
floors, and red carpets, powering every stride
toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we
bring that same passion for care, presentation, and
celebration to the 26th Annual Latin GRAMMY
Awards, where Swiffer will turn tradition into
moments that shine on and off the red carpet.
Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
For many Latinos, cleaning is more than a chore.
It’s a ritual fueled by music, pride, and style.
It’s energy that lights up stages, dance
floors, and red carpets, powering every stride
toward big moments.CREATIVE INSIGHT
We clean to the ritmos until the last swipe, we
bring that same passion for care, presentation, and
celebration to the 26th Annual Latin GRAMMY
Awards, where Swiffer will turn tradition into
moments that shine on and off the red carpet.
Make sure everything’s shining before you head
out, porque ¡Si No Luce, No Voy!GUIDING THOUGHT
Si No Luce, No VoyIf it’s not shining, I’m not going.
SCROLL DOWN FOR THE BREAKDOWN
LIGHTING - Backstage realism meets red carpet polish through bold, cinematic contrast
MOODBOARD
TONE & ATMOSPHERE - Grounded authenticity elevated by energy and rhythm of Latin GRAMMYs
COLOR PALLETE - Brand-forward color grounded in rhythm, contrast, and award-night energy
ENVIRONMENT - From preparation to celebration, spaces reflects movement, culture, and momentum
LIGHTING - Warm natural light transitions into bright clarity and refined cinematic glow
MOODBOARD
TONE & ATMOSPHERE - Grounded and human, elevating everyday moments into celebration
COLOR PALLETE - Deep blues and bright cyan balanced with metallic silver and clean white
ENVIRONMENT - Real kitchens evolve into elevated spaces bridging daily care and big-night moments
LIGHTING - Bright bold, high-contrast studio lighting and red-carpet energy
MOODBOARD
TONE & ATMOSPHERE - Energetic and expressive, blending freshness with music-driven celebration
COLOR PALLETE - Vibrant green and orange balanced with crisp white and warm metallic accents
ENVIRONMENT - Modern studio and performance spaces designed to amplify rhythm
LIGHTING - Backstage realism meets red carpet polish through bold, cinematic contrast
MOODBOARD
TONE & ATMOSPHERE - Grounded authenticity elevated by energy and rhythm of Latin GRAMMYs
COLOR PALLETE - Brand-forward color grounded in rhythm, contrast, and award-night energy
ENVIRONMENT - From preparation to celebration, spaces reflects movement, culture, and momentum
LIGHTING - Warm natural light transitions into bright clarity and refined cinematic glow
MOODBOARD
TONE & ATMOSPHERE - Grounded and human, elevating everyday moments into celebration
COLOR PALLETE - Deep blues and bright cyan balanced with metallic silver and clean white
ENVIRONMENT - Real kitchens evolve into elevated spaces bridging daily care and big-night moments
LIGHTING - Bright bold, high-contrast studio lighting and red-carpet energy
MOODBOARD
TONE & ATMOSPHERE - Energetic and expressive, blending freshness with music-driven celebration
COLOR PALLETE - Vibrant green and orange balanced with crisp white and warm metallic accents
ENVIRONMENT - Modern studio and performance spaces designed to amplify rhythm
LIGHTING - Backstage realism meets red carpet polish through bold, cinematic contrast
MOODBOARD
TONE & ATMOSPHERE - Grounded authenticity elevated by energy and rhythm of Latin GRAMMYs
COLOR PALLETE - Brand-forward color grounded in rhythm, contrast, and award-night energy
ENVIRONMENT - From preparation to celebration, spaces reflects movement, culture, and momentum
LIGHTING - Warm natural light transitions into bright clarity and refined cinematic glow
MOODBOARD
TONE & ATMOSPHERE - Grounded and human, elevating everyday moments into celebration
COLOR PALLETE - Deep blues and bright cyan balanced with metallic silver and clean white
ENVIRONMENT - Real kitchens evolve into elevated spaces bridging daily care and big-night moments
LIGHTING - Bright bold, high-contrast studio lighting and red-carpet energy
MOODBOARD
TONE & ATMOSPHERE - Energetic and expressive, blending freshness with music-driven celebration
COLOR PALLETE - Vibrant green and orange balanced with crisp white and warm metallic accents
ENVIRONMENT - Modern studio and performance spaces designed to amplify rhythm
LIGHTING - Backstage realism meets red carpet polish through bold, cinematic contrast
MOODBOARD
TONE & ATMOSPHERE - Grounded authenticity elevated by energy and rhythm of Latin GRAMMYs
COLOR PALLETE - Brand-forward color grounded in rhythm, contrast, and award-night energy
ENVIRONMENT - From preparation to celebration, spaces reflects movement, culture, and momentum
LIGHTING - Warm natural light transitions into bright clarity and refined cinematic glow
MOODBOARD
TONE & ATMOSPHERE - Grounded and human, elevating everyday moments into celebration
COLOR PALLETE - Deep blues and bright cyan balanced with metallic silver and clean white
ENVIRONMENT - Real kitchens evolve into elevated spaces bridging daily care and big-night moments
LIGHTING - Bright bold, high-contrast studio lighting and red-carpet energy
MOODBOARD
TONE & ATMOSPHERE - Energetic and expressive, blending freshness with music-driven celebration
COLOR PALLETE - Vibrant green and orange balanced with crisp white and warm metallic accents
ENVIRONMENT - Modern studio and performance spaces designed to amplify rhythm
SOCIAL-FIRST COMMERCIALS
CAMPAIGN STRATEGY
SOCIAL MEDIA CONTENT
LIVE EVENT STORYTELLING
CREATOR-LED FORMATS
SHORT-FORM VIDEO PRODUCTION
CREATIVE DIRECTION
ADDITIONAL SOCIAL CUTS
Each brand was developed as a distinct visual system, designed to perform within the same cultural moment.
Supporting social cuts designed to extend reach and momentum across platforms
MARKETING/MEDIA ADVERTISING CONFERENCE BRANDING
BLACKWEEK
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J CRUZ
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: DANNY MURPHY
VISUAL PRODUCTION TEAM: STUPOT PRODUCTIONS
SUMMARY
A four-day conference on the economic potential and the cultural impact of Black and POC consumers. Blackweek fosters an inclusive platform through talks and events that celebrate to uplift diversity and address equity in the creative and marketing industries.
MY ROLE
As a Creative Director, I led the branding for Blackweek, including the logo, color palette, and stage design with unique AI-rendered concepts. I collaborated with partners to create engaging event spaces, guided a design team for promotional materials, and worked with sponsors for a cohesive visual identity.
IMPACT
The event attracted over 1,500 attendees and received coverage from major media outlets. BLACKWEEK has successfully highlighted the continued influence of diverse communities and set a benchmark for inclusivity and innovation in industry events
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DESIGN TEXTURE - A modular grid guiding structure and consistency across content.
BRAND SYSTEM
COLOR PALLETE - A high-contrast palette balancing clarity, energy, and restraint.
APPLICATION- The brand applied across digital, social, and physical touchpoints.
LOGO SYSTEM - A flexible logo system designed to adapt across platforms, scales, and contexts.
LOGOMARK - Stacked
LOGOMARK - Simplified
LOGOMARK - Abreviated
TYPOGRAPHY - Expressive type built for rhythm, hierarchy, and clarity.
STAGE DESIGN - A modular stage system designed for conversation and live programming.
ENVIRONMENT
IN CONTEXT - Brand expression activated across real moments and environments.
SPACE Brand expression translated into physical form, shaping how audiences move and engage.
ENVIRONMENTAL DESIGN - GG
VISUAL DESIGN
WEBSITE - A digital system extending the brand into navigation, content, and conversion.
DESIGN, CONTENT & SOCIAL- Visual systems across social media, physical, and merch extensions.
DESIGN TEXTURE - A modular grid guiding structure and consistency across content.
BRAND SYSTEM
COLOR PALLETE - A high-contrast palette balancing clarity, energy, and restraint.
APPLICATION- The brand applied across digital, social, and physical touchpoints.
LOGO SYSTEM - A flexible logo system designed to adapt across platforms, scales, and contexts.
LOGOMARK - Stacked
LOGOMARK - Simplified
LOGOMARK - Abreviated
TYPOGRAPHY - Expressive type built for rhythm, hierarchy, and clarity.
STAGE DESIGN - A modular stage system designed for conversation and live programming.
ENVIRONMENT
IN CONTEXT - Brand expression activated across real moments and environments.
SPACE Brand expression translated into physical form, shaping how audiences move and engage.
ENVIRONMENTAL DESIGN - GG
VISUAL DESIGN
WEBSITE - A digital system extending the brand into navigation, content, and conversion.
DESIGN, CONTENT & SOCIAL- Visual systems across social media, physical, and merch extensions.
DESIGN TEXTURE - A modular grid guiding structure and consistency across content.
BRAND SYSTEM
COLOR PALLETE - A high-contrast palette balancing clarity, energy, and restraint.
APPLICATION- The brand applied across digital, social, and physical touchpoints.
LOGO SYSTEM - A flexible logo system designed to adapt across platforms, scales, and contexts.
LOGOMARK - Stacked
LOGOMARK - Simplified
LOGOMARK - Abreviated
TYPOGRAPHY - Expressive type built for rhythm, hierarchy, and clarity.
STAGE DESIGN - A modular stage system designed for conversation and live programming.
ENVIRONMENT
IN CONTEXT - Brand expression activated across real moments and environments.
SPACE Brand expression translated into physical form, shaping how audiences move and engage.
ENVIRONMENTAL DESIGN - GG
VISUAL DESIGN
WEBSITE - A digital system extending the brand into navigation, content, and conversion.
DESIGN, CONTENT & SOCIAL- Visual systems across social media, physical, and merch extensions.
DESIGN TEXTURE - A modular grid guiding structure and consistency across content.
BRAND SYSTEM
COLOR PALLETE - A high-contrast palette balancing clarity, energy, and restraint.
APPLICATION- The brand applied across digital, social, and physical touchpoints.
LOGO SYSTEM - A flexible logo system designed to adapt across platforms, scales, and contexts.
LOGOMARK - Stacked
LOGOMARK - Simplified
LOGOMARK - Abreviated
TYPOGRAPHY - Expressive type built for rhythm, hierarchy, and clarity.
STAGE DESIGN - A modular stage system designed for conversation and live programming.
ENVIRONMENT
IN CONTEXT - Brand expression activated across real moments and environments.
SPACE Brand expression translated into physical form, shaping how audiences move and engage.
ENVIRONMENTAL DESIGN - GG
VISUAL DESIGN
WEBSITE - A digital system extending the brand into navigation, content, and conversion.
DESIGN, CONTENT & SOCIAL- Visual systems across social media, physical, and merch extensions.
DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
EVENT PROGRAMMING
CAMPAIGNS
MOTION/GRAPHIC/STAGE DESIGN
CREATIVE DIRECTION
ADDITIONAL ASSETS: DESIGN, WEBSTORE AND PRODUCTS, PROMO, STAGE DESIGN.
BRAND BUILDING PROCESS
BRANDING DEFINING UX/UI FOR WEBSITE
BE GREATER THAN SOCIAL CAMPAIGN
LENOVO
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J.CRUZ
CREATIVE DIRECTOR: SCOTT P.
PRODUCTION TEAM (LAUREN GOOD DAY): MOTION FAMILY
SUMMARY
Lenovo aimed to boost brand recognition with a series of unique diverse collaborations, while reinforcing a social responsibility and trust.
MY ROLE
I led a social-first campaign intertwining storytelling, digital strategy, and fostered notable influencer partnerships.
IMPACT
The campaign elevated and celebrated diverse creativity, while strengthening Lenovo’s presence, and highlighted its social impact.
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DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
KEYART
MOTION/GRAPHIC DESIGN
CREATIVE DIRECTION
MR. MORALE & THE BIG STEPPERS TOUR MERCHANDISE
KENDRICK LAMAR
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
SUMMARY
Kendrick Lamar's The Big Steppers Tour made a cultural statement by showcasing his influence in hip-hop and a global fan connection. The Merchandise from "Mr. Morale & The Big Steppers" was dreamt up to be a meaningful collectible statement piece, enhancing the tour’s impact.
MY ROLE
As a Consultant, I explored creative lanes of merchandise for Kendrick Lamar’s MM and the BS tour. Collaborating with pgLang and Union LA, I presented design concepts that included typography with L.A.s cultural relevance, and used album quotes to create striking apparel.
IMPACT
This collaboration expanded coveted music merchandise, enhancing Kendrick Lamar's visual narrative. The designs sold out at nearly every show, connecting fans worldwide. By blending art and culture, it established a strong visual identity, solidifying Kendrick Lamar’s legacy.
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EXPLORATION
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
BRANDING
GRAPHIC DESIGN
CREATIVE CONSULTING
THE TEAM
SENIOR CREATIVE DIRECTORS:
GREIG BENNET, CHRIS GIBBS,
PG LANG: DAVE FREE & KENDRICK LAMAR
CREATIVE DIRECTOR: J. CRUZ
PRODUCT INCLUSION & EQUITY SUMMIT BRANDING
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
MAJOR CONTRIBUTIONS
THE TEAM
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: GABRIELGONZALES
CREATIVE DIRECTOR: COREY A. TYLER
CREATIVE DIRECTOR: DANNY MURPHY
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: J. CRUZ
PRODUCTION TEAM (SPOT): FELA TV
PRODUCTION TEAM (EVENT): GOOGLE
SUMMARY
Google aimed to create a branding system for its Product Inclusion & Equity Summit that resonated with diverse audiences and could be adapted for future events. The initiative began with a diversity-focused multimedia campaign and culminated in a unifying brand direction for inclusion.
MY ROLE
As a Creative Director on the team, I helped develop a branding system emphasizing inclusivity and innovation that aligned with Google's mission. By integrating a scalable design system, I ensured the branding could evolve across platforms, securing the client by aligning visual identity with Google's strong equity and engagement goals.
IMAPCT
The initiative served as a playbook for the mobile summit, with an emphasis on inclusivity. Custom and unique coded symbols represented limitless diverse contributions, extending the campaign and fostering engagement. This project showcased the impact of inclusive branding on future initiatives.
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EVENT MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
BRANDING
MOTION/GRAPHIC DESIGN
CREATIVE DIRECTION
PRINTED MATERIAL IN CONTEXT
CREATIVE BRANDING PROCESS
CREATIVE DIRECTION, DIGITAL MARKETING, DESIGN STRATEGY, BRANDING
FARFETCH - BRANDING,DIGITAL, & PRINT MARKETING
STADIUM GOODS
MAJOR CONTRIBUTIONS
THE TEAM
CREATIVE DIRECTOR: J.CRUZ
DIRECTOR OF PHOTOGRAPHY: WOO JIN HWANG
GRAPHIC DESIGNER: ALEX VICUNA
GRAPHIC DESIGNER: NATHANAEL DOYEN
GRAPHIC DESIGNER: ISABELLA SLOVES
COPY WRITER: ZACH SCHLEMMER
SUMMARY
From a startup to Farfetch-owned, Stadium Goods aimed to be the go to top luxury sneaker retailer by embracing collectible sneaker culture and collaborating with brands like Jordan, Bape, Adidas, and Nike. Thus, it positioned itself as a go-to destination for all sneaker enthusiasts.
MY ROLE
As the Creative Director at Stadium Goods, I established branding, campaigns, and visual standards for digital and print. I joined at start-up and grew the creative team to six. I built a cohesive brand identity, directed limited edition release campaigns, and managed partnerships at events.
IMPACT
The team developed a distinct visual and marketing strategy for Stadium Goods that positioned it as the luxury sneaker destination for celebs and collectors. This resulted in a 62% sales increase, 60% uptick in imagery, and a 92% rise in Instagram followers, strengthening the brand with innovative campaigns.
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DIGITAL MARKETING GROWTH
STRATEGY
SOCIAL MEDIA CONTENT
CREATIVE BRAND PITCHING
CAMPAIGNS
MOTION/GRAPHIC DESIGN
CREATIVE DIRECTION
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FROM LA, CA - HIKES IN THE PNW - BASED IN BK, NY
ABOUT ME
HOPE YOU'RE NOT TIRED OF SCROLLING YET
THE HUMAN
Welcome!!! I am a bilingual Creative Director based in Brooklyn, orginally from Los Angeles, CA
I think of creative storytelling as an opportunity to shake up visual norms inspired by my experiences growing up skateboarding and painting murals in Los Angeles. In my professional creative career, having received accolades in advertising, I bring energy and passion to engaging narratives that present innovations in technology, fashion, and design fields.
With over a decade of experience working with clients nationally and internationally, I play a lead role to develop creative strategies, encourage collaboration, and deliver user-centered campaigns. My career started with graphic design and expanded into motion graphics, video editing, production, and user interfaces, and now includes AI.
I’m driven by opportunities to mentor talent, foster inclusive spaces for creativity, and be part of diverse and cutting-edge teams. I oversee creative teams from concept to execution and collaborate with production, marketing, strategy, dev, and social media teams to turn bold ideas into tangible outcomes for clients.
Let's disrupt the status quo with chaotic modernism.
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LET'S CONNECT