I grew up in a Cuban household, surrounded by music, sports, and enough Caribbean food to feed an army. Basketball was my first obsession. If I wasn’t playing or watching, I was lost in music. My taste was all over the place—Wu-Tang Clan, Rage Against the Machine, The Chemical Brothers—whatever had energy and soul.
By 16, I was already promoting clubs and getting a front-row seat to Miami’s nightlife. Growing up there in the ‘90s was a trip. The deeper I got into the scene, the more music took over. Naturally, I started DJing, playing everything from old-school hip-hop to classic Chicago house. On the dance music side, I opened for acts like Diplo, Moodymann, James Zabiela, and the Dirtybird crew. But I never stayed in one lane. I also played alongside ¡Mayday!, Immortal Technique, Yo La Tengo, and DJ Craze. I got to play at some of the most legendary venues, including Club Space, The Electric Pickle, Pawn Shop, The Vagabond, and Avalon in LA.
Music and creativity have always been at the core of what I do. After earning my Business Degree from the University of Miami, I co-founded petFood, a record label with my longtime collaborator Lazaro Casanova. Our goal was simple: get new artists heard by some of the biggest DJs in the world. By 2011, Miami New Times named petFood the number one electronic music label in the city.
In 2013, I moved to LA and landed at 180LA, an ad agency that let me merge my love for music, culture, and storytelling with creative work. My first role was as a social media manager back when that title meant everything. Art director, copywriter, producer, strategist—whatever it took to get the job done. I think that’s where my entrepreneurial upbringing, shaped by hardworking immigrant parents, took over. I wasn’t afraid to wear every hat and figure things out along the way. That mentality has led me down a non-traditional path in the industry, part creative, part strategist, part producer.
At 180LA, I created social content for brands like Boost Mobile, Expedia, and HP, wrote spots featuring legends like Biz Markie and NBA star Anthony Davis, launched a live-streamed hip-hop show, and even set a Guinness World Record with rap icon Murs. Most notably, I was part of the team that created Boost Your Voice, a campaign that seemingly won every advertising award known to man. I am proud of that work, not just because of the recognition it received, but because it was designed to empower and uplift underserved communities by giving them greater access to voting. But what means the most to me is the team I had the chance to make it with—an incredible group of people who believed in using creativity for real impact.
After 180LA, I landed a gig at MullenLowe, where I produced all of Acura’s social media content. I produced everything from photoshoots of the Acura NSX at Monterey Car Week to fast-moving video shoots at 10,000+ feet elevation at Pikes Peak, capturing the intensity of motorsport. I was thrown into the fire of producing for an automotive client and learned a ton, figuring out how to move fast, adapt, and create content that could live across multiple platforms while still feeling premium.
I have been living the freelance life since 2018. That chapter started by leading large content teams for a top-tier experiential agency called Clear As Day. We delivered high-level content for clients like Adidas and MLS and even put on a festival for Troye Sivan and Charli XCX called GoWestFest. Post-COVID, I’ve shifted my focus toward the creative side, utilizing the knowledge I have gained throughout my eclectic resume to creative direct projects for Converse, Reebok, Erewhon, and Adobe. My background has given me the understanding and ability to put together ideas for all sorts of budgets, knowing when to scale up and when to get scrappy. I’ve also been able to leverage my photography and video editing skills, allowing me not only to ideate concepts but to partner with small teams and execute those ideas in a nimble, effective way.