COSCULLUELA

My very first video with Cosculluela was Plaka Plaka, a gritty black-and-white visual shot deep in the Bronx projects. We went straight to the trenches, and the raw energy set a new tone for how hip hop videos would be done in Latin America. Elias DeLeón, the CEO of White Lion and now my business partner, was managing Coscu at the time. He loved what I brought to the table, gave me the job, and that moment became my first big shot at directing for a major Latin artist.

Then DJ Luian called me for Baby Boo, telling me Coscu needed another NY banger. I took him to the Bronx again, this time shooting inside a cuchifritos spot, keeping it raw and cultural.

Those early videos didn’t just build Coscu’s visual identity they carved out my lane as a director who could merge the Bronx aesthetic with the Latin market, setting trends that artists across the industry tried to replicate.