SO... THIS IS WHAT I’ve DOne
For over 20 years I’ve worked across multiple creative disciplines including 3D art, animation, motion graphics, photography, editing, branding, storytelling and real-time production.
What connects all of them is the same intention: creating visual experiences with clarity, emotion and strong artistic direction.
From advertising campaigns and digital media to AAA game development, I’ve always enjoyed building ideas that feel both technically solid and emotionally grounded.
GUITAR DESIGN + FABRICATION
(WHAAAT?)
From 2011 to 2018 I ran my own custom guitar brand, Rocha Custom Guitars, where I was involved in every stage of the creative and production process: guitar design, prototyping, woodworking, finishing, electronics, branding, photography and campaign creation.
This poster was part of a women-only guitarist contest campaign I art directed and photographed myself, featuring my friend Adriana Tinoco with an L-Técnico guitar built from Mexican mahogany, rosewood and custom pickups crafted by renowned pickup maker Maricela Juárez, known for her work with Seymour Duncan.
The project became one of the most creatively demanding and personally rewarding experiences of my career.
ANIMATION +
MOTION GRAPHICS
I also spend part of my personal time developing experimental projects and self-initiated pieces whenever an idea genuinely inspires me.
One example was a fully animated recreation of the C6 robot from Dragon Ball Z, built as a personal exploration of modeling, animation, shading and mechanical motion, driven purely by curiosity and the desire to push my own creative and technical skills further.
While working at Knotion, an educational company focused on developing learning programs for kindergarten, elementary and middle school students, I led a team of six animators responsible for producing educational video content for the platform’s curriculum.
The role required fast-paced production, clear communication and efficient creative problem-solving to deliver large volumes of animated lessons in a simple and engaging way.
I also had the opportunity to provide voice acting for several characters featured in the educational content.
GRUPO W + D10 STUDIO
Rexona Alter Machine was a large-scale advertising project I supervised in 2009 while working at Grupo W.
The project involved the creation of 16 unique vehicles for a Rexona campaign across Latin America, each with its own visual identity and style.
I supervised a team of four 3D artists, reviewing animation, modeling, texturing and overall visual consistency, while also collaborating with D10 Studio on environment design and production support.
My role also included oversight of compositing, pacing, art direction and final video editing, ensuring the project maintained a cohesive visual language across all deliverables.
We also developed another Rexona web campaign called Detective Stripes, released in early 2010.
For that project I contributed to environment design, 3D modeling, concept art, motion/video tracking, rotoscoping and color correction. I also recorded part of the 70s-inspired guitar soundtrack used throughout the campaign.
During my time at Grupo W between 2008 and 2010, I worked on a wide range of experimental digital advertising projects at a time when technologies such as augmented reality were still in their early stages.
The work ranged from webcam-tracked lucha libre masks, where I developed the 3D models, textures and lighting integration, to in-situ productions involving studio photography, video production, filming, stage design and audio experimentation, where I also collaborated as a musician recording instruments for different campaigns.
Beyond execution, I consistently contributed to the creative side of each project through visual ideas, copywriting, problem-solving and artistic direction, helping shape concepts into clear and engaging experiences.
During that period, Grupo W received international recognition including Cannes Lions, Yahoo! Big Idea Chair, El Ojo de Iberoamérica and other major digital advertising awards, while developing campaigns for brands such as Coca-Cola, Hyundai, Volkswagen, HP, Dodge, Rexona and the videogame Héroes del Ring.
GARMENTS +
FABRIC SIMULATION
I have also collaborated with agencies and production teams around the world on specialized real-time and visualization projects involving cloth simulation, product configurators and interactive 3D experiences.
My work included developing optimized and visually accurate 3D assets for evening dress configurators, hats, accessories and textile pattern systems, as well as contributing to custom baseball cap and headwear configurators built around Three.js pipelines.
These projects required a strong balance between visual fidelity, technical optimization and real-world product accuracy, ensuring assets remained lightweight, responsive and fully functional inside web-based configurator systems.
video editing + PRODUCTION
BRANDING + graphics design
I have also worked extensively as a graphic designer across political campaigns, magazine publishing, product packaging, brand identity, album covers and advertising, helping develop visual communication strategies, slogans and creative concepts for a wide variety of clients.
My work included projects for brands such as Duracell, Braun, Dove and Ace, as well as local agricultural and industrial companies including fertilizer producers, crop manufacturers and fumigation services.
In many of these projects, I also contributed through voice-over work, video editing, motion graphics and 3D animation, often combining multiple disciplines to create cohesive and effective campaigns.
ALTERNATIVE PROJECTS
Outside of my commercial and production work, writing and personal artistic exploration have remained an important part of my creative life.
I am currently writing my second novel, El Loco del Salitre. My first published novel, Caído, is available on Amazon in both digital and print formats. Writing continues to shape my interest in storytelling, atmosphere and human-centered narratives.
Alongside writing, I am also developing an original tarot deck inspired by Mexican archetypes, folklore and symbolism, exploring themes of identity, mysticism and cultural reinterpretation through illustration and visual design.
“It was almost as if the eyepatch wasn’t there for the eye, but more to keep the devil from getting in.”
El Loco del Salitre is a rural Mexican novel blending magical realism, dark humor and emotional drama through the story of Rigoberto, a violent and unpredictable man feared by his town, and Alondra, the woman who has spent years trying to survive and understand him.
After a near-fatal accident in the salt fields surrounding San Miguel del Salitre, something inside Rigoberto begins to change. As rumors, myths and strange events spread through the town, the line between madness, grief, redemption and the supernatural slowly starts to disappear.
