Música
To celebrate and elevate Latin music on the global stage by creating high-impact visual identities for its most influential voices. From the roots of Salsa and Reggaeton to the heights of Latin Pop and Rock, the goal was to push the culture forward through cinematic storytelling and bold, integrated design.
The Creative Execution
The work is a tribute to the diversity of the Latin sound, focusing on the specific "vibe" of each sub-genre while maintaining a high-gloss, international standard.
Cinematic Reggaeton
For Don Omar, I pushed the envelope with a fully integrated campaign—from the dystopic "Belly Danza" music video to stage and costume design—bringing a grit and scale rarely seen in the genre at the time.
Trailblazing Pop
Art directed Shakira’s first English-language crossover, Laundry Service, creating a visual narrative in Los Angeles that introduced her unique energy to a global audience.
Legendary Collaborations
Developed visual identities for icons like Marc Anthony and Elvis Crespo, bridging the gap between traditional Tropical sounds and modern, "glam-squad" branding.
Visual Innovation
From the "remastered" grit of Ivy Queen in Mexico City to the controversial, viral "bootleg" aesthetic of Tempo’s "Impresioname," the focus was always on breaking new ground and creating conversation.
The Result
These projects helped define the "Golden Era" of Latin music's global expansion, resulting in multi-platinum sales, viral music videos, and a visual legacy that continues to influence the aesthetic of Música Urbana today.
Don Omar
Integrated campaign across video, packaging and tour design for “King of Kings” which included costume, stage and video design.
Don Omar-Bellydanza feat. Beenie Man
Dystopia meets Excalibur! Music video shot on location in civil war fort.
Me Porto Bonito
Not every day a full orchestra covers Bad Bunny. Check out the visualizer for the Nu Deco Ensemble.
Marc Anthony
Working with an Icon is always special. Shot on location in Miami, it was a super fun shoot. Not bad for my first salsa project! On top of working on Libre, I also art directed his self titled debut English album Marc Anthony and on his second album Mended on Columbia Records.
Shakira
What can you say about the one and only Shakira. Was a real privilege working with her on this trailblazing project. Her first english speaking album! Shot on location in LA.
Rubén Blades
A true legend. Musician, singer, composer, actor, activist and politician. Great conversations and incredibly inspiring. From El Cantante to Predator 2! What a range. Check out the trailer below for his collab with Jazz at Lincoln Center.
Elvis Crespo
Elvis was looking to change up his branding on his follow up album after his huge hit Suavemente. Brought in the glam squad and we took it another level!
Ivy Queen-En Que Fallamos
This was one of the most difficult music video shoots ever! Shooting on location in the historic district Mexico City is not for the faint of heart.
Tempo-Impresioname
A one is a one of a kind music video. Tempo was unavailable since he was in prison, so the concept was to seem like he shot footage in prison and snuck it out. Using a double and shot in real prison, it was super grunge and bootleg. Ended up creating a viral moment and quite the controversy @ Al Rojo Vivo on Telemundo!
Robi Draco Rosa
The "Mad Love" Sessions
A deep-dive into the raw, soulful atmosphere of San Juan, Puerto Rico. The objective was to create a visual companion to Draco’s critically acclaimed album Mad Love, leaning into the gothic, romantic, and bohemian energy that defines his artistry.
Art directed and shot on location by Olaf Heine around Old San Juan and inside The Gallery Inn—a 500-year-old boutique hotel filled with art, crumbling brick, and lush courtyards. The session was designed to feel like a private glimpse into a traveler’s journal, utilizing the historic architecture to ground Draco's avant-garde style.
In a classic rock-and-roll twist, Draco decided to cut all of his hair off just before the album's release, rendering these long-haired "Mad Love" portraits unusable for the official campaign at the time. They remain a "hidden" archive of a specific creative era, capturing an incredible vibe and a legendary artist in his element.
Roselyn Sanchez
Art directed and photographed on location at the Korakia Pensione in Palm Springs—famed as "One of the Sexiest Hotels in America"—the goal was to capture Roselyn in a setting that felt both timeless and exotic.
The shoot leaned into a Mediterranean-meets-Moroccan aesthetic, utilizing the hotel’s rustic textures, and vintage architecture to mirror the sultry, sophisticated vibe of her debut album, Borinqueña. The imagery moved away from traditional pop photography toward a more cinematic, editorial portrait style that highlighted her transition from screen icon to musical artist.
