Where it all began.
I grew up in a small town in Baja California Sur, Mexico, with a curious mind and a strong visual imagination. I was the child asking too many questions, cutting images apart, making collages, and trying to understand how ideas, stories, and feelings could take shape in the world.
Raised by a teacher father and a nurse mother, I learned early to value both intellect and sensitivity; structure and intuition, thought and care. Those dualities still shape the way I create today.
One of the earliest clues to who I would become was a collage I made as a child with the words “Viva La Diferencia.”
Looking at it now, I see an early fascination with difference, culture, movement, and the creative tension between worlds.
In some ways, it was an early self-portrait.
I started my career as a graphic designer in Guadalajara, Mexico. Since then, design has taken me through places and disciplines I couldn’t have anticipated; from editorial and executive storytelling to spatial experiences, global events, digital products, and eventually, brand creative.
Moving between cultures has taught me to pay attention to context: how people see, what they value, what feels familiar, and what makes an idea resonate differently from one place to another.