From the ashes of the Bronx, where the streets smoldered with neglect and the weight of systemic oppression, my story begins. Ceniza is the residue of struggle, the smoke of resilience, the burnt playgrounds and block corners that became my classrooms. Every cracked sidewalk, every scorched corner carries the memory of my people the diaspora stretching from Puerto Rico and the Dominican Republic to the heart of New York City.

I grew up on arroz con gandules and hip-hop, playing stickball in the PS-56 schoolyard, dodging needles and sorrow on Hunts Point footbridges, and drinking icy water from the neighborhood pump. The sound of Mr. Softee was pure joy. Graffiti and skelzies were my first brushes with art, my first ways to assert presence in a world that often tried to erase me. I picked up my first camera at nine, a Panasonic VHS camcorder, and began turning the Bronx into a film school, the streets into my canvas.

My father served time, but I served vision. I witnessed the visiting rooms, the round tables, the tiny chairs, the smell of Obsession cologne, Chef Boyardee, and cigarettes small windows into a system that tried to cage us. Those moments forged my understanding of freedom and survival, lessons I carried into my craft.

I spent considerable time with Farruko, helping shape a raw, Bronx style visual identity for over fifteen videos, including Su Hija Me Gusta, Nena Fichu, Chapi Chapi with Cardi B, and Cositas Que Haciamos. Guerrilla filming for super commercial music was unheard of, but we went against the grain, embracing textures, natural lighting, and styling that matched the world we were capturing. Fans followed the authenticity, and together we accumulated billions of views worldwide.

I had the honor of working with Lauryn Hill on her 25th Anniversary Tour. Ms. Hill trusted my vision on one of the most culturally significant projects I’ve ever been part of, and through her guidance I deepened my understanding of African American and African history, of rhythm and diaspora, of the narratives that weave through music and struggle. Rolling Stone even highlighted the visuals, noting their power in elevating the performance.

My work with Coscu, De La Ghetto, Arcangel, YG Marley, and others carries the same energy raw, authentic, culturally rooted. I bring the streets, the islands, the diaspora into every frame, every shot, every story. My resistance wasn’t just creative it was personal. Leaving a $100,000 job that felt like a plantation after ten years to pursue my own path demanded courage. I chose freedom over comfort, soul over suit, authenticity over assimilation.

This isn’t just my story. Ceniza y Raíz is the story of the Bronx and its people, the Nuyorican identity, the diasporic threads that bind Puerto Rico, the Dominican Republic, and New York together. From ashes we rise, rooted in culture, struggle, and vision.
Whether you’re a startup in need of a full visual identity, or an established brand looking to refresh your online presence, I bring a mix of creativity, strategy, and technical know-how to every project.

I believe that great design is about more than just aesthetics it’s about creating experiences that connect, communicate, and convert.