J Balvin already has a universe. The work had to feel worthy of entering it.

Across Idea Generation, X-Rayed, and the OMERTA album release, I helped shape a run of Complex work that moved between longform storytelling, personal object study, and real-life fan experience. Medellín, fatherhood, fashion, spirituality, pressure, jewelry, merch, family, Colombian pride — all of it had a place.

The goal was to make the work feel global, but still close enough to touch.