A Puerto Rican kid growing up in the suburbs outside Chicago, close enough to feel the city, far enough to chase it. Didn’t take a traditional path into advertising. I crash landed at RSVP Gallery alongside Virgil Abloh and Don C when it felt more like a cultural lab than a store. Helped build early momentum around Off-White and Pyrex Vision, putting clothes on people like Rihanna and A$AP Rocky before “influencer marketing” was even a sentence. We were just moving fast and trusting taste. The internet caught up later.

Got pulled into the agency world after that and decided pretty quickly I wasn’t going to make safe work. Spent time inside places like Havas trying to shake the dust off. Took swings on brands like Camel and Chef Boyardee, pushing them to show up in culture instead of just interrupt it.

Somewhere along the way I realized my thing is the idea. The big one. The kind that makes people feel something, or at least makes them stop scrolling. The kind that makes clients a little nervous in a good way.