There’s nothing small about J Balvin, so the work couldn’t feel small either.

Across Idea Generation, X-Rayed, and the OMERTA album release, I helped shape a run of work that showed the full Balvin universe: Medellín, music, fatherhood, fashion, business, spirituality, pressure, and taste.

Idea Generation gave the story room to breathe. X-Rayed made the world feel personal through the objects he keeps close. OMERTA turned the album release into something fans could physically step inside through content, merch, jewelry, and a real-life moment built around Colombian pride.

The goal was to make the work feel global without making it feel generic. Big, but still human.