The story
Since you asked.
Okay,from the top.
Fifteen years, in order. The chapters the résumé couldn't fit.
Chapter 01 · 1993 → 2009 · Monterrey, MX
The kid with the camera
Curiosity came first.
At 7 I had a camera in my hand. My mom kept finding rolls full of strangers I'd photographed on the street.
MTV behind-the-scenes was my school. I needed to know how every video got made.
“The curiosity never turned off.”
Chapter 02 · 1998 → 2010 · Monterrey, MX
Twelve years on ice
Discipline came second.
I skated from 9 to 21, and for four of those years I was teaching other kids. I quit because I wanted a 'normal life.' Plot twist: I was the one kidding myself.
“Never was. Never will be.”
Chapter 03 · 2009 · Monterrey, MX
Live TV, first job
I learned systems before I knew the word.
Professional internship at Multimedios Televisión, while I was studying Communication at Universidad Regiomontana, heavy on journalism and design classes. This was the lab version of the classroom.
News assignment desk, then sports editing. Live TV with zero margin for error, a whole building coordinating dozens of crews under deadline.
“The newsroom teaches you the system IS the content.”
Chapter 04 · 2009 → 2012 · Monterrey, MX
Hands on the pipeline
Cables, cameras, cuts.
Tres Multimedia, a video production house where my agency life started. As production and editing assistant, I went through every stage of the pipeline on purpose, from pre-production to on-set to post, running cables, rigging cameras, and cutting footage. Those were the hands-on years that made everything after make sense.
“You can't design for a pipeline you haven't walked.”
Chapter 05 · 2012 · Monterrey, MX
Campaign photography
Candidates in the frame, not in the brief.
Monterrey, 2012. I was hired to shoot candidates on the campaign trail: rallies, podium portraits, close-ups between handshakes. Politics had its own script, and my job was to find the moment that didn't follow it. Strangely, this taught me more about brand than any brand job I'd had.
“The real portrait is always between the posed ones.”
Chapter 06 · 2015 → 2018 · Mexico City, MX
Mexico City years
Three stops. One long apprenticeship.
At Expok I built the photo + video team from scratch, doing CSR work for Walmart and Kellogg's. At Digital Stuff Media I coordinated production for Gatorade, Pepsi, and every Turner LATAM channel. At Charger MX I led post on BBVA campaigns.
Different budgets, different chairs, same discovery: the deliverable is never the deliverable. It's always the system that made it repeatable.
“The deliverable is never the deliverable.”
Chapter 07 · 2018 → 2020 · Ottawa, CA
The move
I came to prove it to myself.
Ottawa Adventure Film Festival, then Five2Nine as Motion Designer. I came to Canada to prove I could build a career without cultural or language excuses, and spoiler: I could. The harder lesson was learning to read people in completely different contexts.
“Different, but readable.”
Chapter 08 · 2020 → now · Montréal, CA
Where I am
Systems, stories, and AI.
Sonar since 2020, as Multimedia Resource Designer in Marketing. Fifteen years in, with my PC on the desk and a mechanical keyboard loud enough to annoy the neighbors. Master's at UNIR in AI for Design and Animation.
“Every 'why' still gets chased until I have the answer.”
Now, for real
Who I am
in the room.
The career arc is above. The rest is the person that walks in when you book the call.
Proudly Mexican. Storytelling is my thing: work stories, politics, history, the occasional client 'chisme'. The craft is making the information engaging enough that you can't look away. That's what 'design is story' actually means to me.
Superpower
Pattern recognition. I read briefs hunting for the structure underneath the ask: the repeatable logic, the unspoken rhythm, the shape the client can't quite describe. Once I spot it, the rest of the work designs itself.
Non-negotiables
- Never lie to the client. Product limitations, honestly framed, make the brand stronger. Clients aren't stupid.
- AI is a tool. Used well, it takes everyone further. No apologies.
- Curiosity is non-negotiable. Every 'why' gets chased until I have the answer.
Setup
- Desktop PC I modded myself.
- Nothing more satisfying than the feel and click of a mechanical keyboard.
- PC beats Mac. Fight me.
The doubt I ship with
Is this generic or special? Too playful for 'professional'? Am I pushing past what the audience can actually follow? Every project has that fork. I ship anyway.
For the record
- No French yet (I know, I know… I live in Montréal).
- No instruments.
- Can't cook anything you'd voluntarily eat.
- 1 coffee = online. 2 coffees = dangerous territory.
End of story · for now
Eight chapters down.
Let’s write the next one.
Open to senior Creative Designer roles, consulting, and freelance brand system engagements.