We had the good fortune of connecting with Luis Hernandez and we’ve shared our conversation below.

Hi Luis, why did you pursue a creative career?
My simple story is that I always loved drawing – since I was a young kid, I grew up in Tijuana, Baja California and like many kids during that time I grew up watching and being in front of a television, consuming movies, novelas (mexican soap operas), cartoons, game shows, and I loved it, so much stuff being thrown around a small box of entertainment. I constantly fell in love with cartoons and shows like the Looney Tunes, Batman Animated Series, Saint Seiya, Power Rangers, Buffy the Vampire Slayer, from that I started sketching, tracing my favorite characters unto paper or a surface where I could just use my pen and pencils, and I would spent hours drawing a perfect Batman, using mostly black pens or sharpies, and at that time I thought it was cool even thinking about it right now, drawing theee Batman would be cool. I want to say that I got serious about pursuing an artistic journey, when I attended college and got some basic foundation on drawing, design, art history and I appreciated my time. It for sure gave me structure and tools to help me explore the many avenues that a creative field has to offer, and it also has given me my voice, my purpose and the reason why I do things the way I do. I continue to learn about myself through art and continue to pursue different avenues that give me a space to be comfortable with my identity. I love how empowering art is and I love how it makes me feel, it helps me express myself, my emotions, how i feel at the moment. The amazing thing is that every single medium of art has done that for me and I’ve dabbled in Typography, Design, Production sets, writing scripts for shows, animations, even marketing campaigns, there’s an element of “how is this art going to make you feel?” and the concept can be so simple, what matters to me is how you the user or the viewer is going to feel once they are presented with a piece im fully involved or partial involved. I’ve been doing Art in Design for about 10+ years and continue to enjoy the process and continue to ask those simple questions, does this make sense and is there some emotional connection and what is it, anger, fear, joy, love, the LOL’s. Its’ personal and it continues to be personal, there’s a story that I want to tell in each project I work on and that’s my story and I express my identity with all the work I do and continue to do. Took a while for me to really fall in love with my craft and skill, then one day I found a purpose and I value and appreciate my time at mitú, a latinx media platform based in Los Angeles; being around a place of purpose and creativity helped see what purpose can do and it showed me how to love myself as a professional and how to love my culture. What I took away from that was my niche in the creative world, and I’m proud to serve my own community, to serve my own people and offer them skills and offer them a voice too, to be a piece of their narrative and help them tell their stories by visuals that are physical done with my two hands. For the past 6 years, I’ve been working with the latinx community, clients, influencers to empower their voices, tell their stories, sell their products, to give them a Voice and to be honest I’m just here to help wherever I can, I want us all to succeed and be a good neighbor. Art has consistently helped me bridge those things and that’s the beautiful part of life, the beautiful part of being an artist is being free and having the freedom to say what you want and translate that into art, design, music, film, products and almost everything, art just helps me live life.

Alright, so let’s move onto what keeps you busy professionally?
Nothing is ever easy, one thing that has shown up alot in my creative journey has been patience. Being patient at After Effects and wishing it doesn’t overload your computer is an experience or even being patient at your really old computer and wishing it doesn’t crash or freezes on you has taught me that I have so much control over things and sometimes it is what it is and I have to be okay with it.

Being patient and the work I do has been key in my process and having a mentality where I’m okay, chill, unbothered has taught me that most things rushed don’t hit the same vibe when things are planned out and just fall smoothly. It took me about 4-5 years to know what I wanted to do with design and that was to create meaningful artwork that spoke to my community and that also elevated my latinx community, in that journey I learned that sometimes we have to take major risks and have faith in ourselves, you know, trust your gut and trust that your angels are guiding you through your journey. Patience has taught me that working on your skill; the progress, the journey of doing and repeating things through time makes you better at your skill and trust yourself that I can do that and I’m okay with how long or how fast I am at making art, it’s just process and that’s how life is too, can’t rush things just because, we have to romanticize with the idea that things get done once we feel that they are done. I got good at drawing, designing, creating marketing campaigns for clients, creating social digital content, I just got good at being patient and also living and enjoying every little moment for what it is. I’ve also found my niche in the process, and I found a place where I can provide services and knowledge of course, as a creative individual, I strive to educate my people and my community and also to highlight them however I can, from a simple quote put together with typographic elements, to a complicated collaged image to a simple script or a flyer, as long as I’m helping my Latinx community and serving them I feel empowered and proud of the work I do.

I’ve been part of really amazing successful projects, I’ve worked with Snapchat in launching their first Latinx content channel to be working with Major League Soccer and brand some of their tournaments to help out my best friend and create a platform to help out young aspiring entrepreneur latinas.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
First thing first – TACOS!!!! There’s so many spots in Los Angeles, plus LA is so freaking big – there’s so many counties within Los Angeles that it’s a challenge to find a good taco, there’s just so many styles and so many different styles of taco and you can’t really go wrong. I’ve done this before, try to find the best local taco around LA and it’s for sure a challenge, Birria Tacos from South Los Angeles, steak tacos are everywhere but Sonoratown TBH has the best taco in LA (located in DTLA) you want seafood then we can go to Boyle Heights and get some fried fish or shrimp tacos. You like the beach, well the west coast has the Kogi Truck with its infused Korean Mexican style food. It’s a nice day for sure to vibe and enjoy the hot sauces and appreciate a beautiful marinated al pastor trompo, it’s pretty iconic to see how big they can get.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to give a big shoutout to all of the Mujeres that have been part of my life journey, Angie, my Fiance, my mom, my aunts, grandmas, cousins, friends, colleagues, to all of the badass womxn out there, the chingonas, thank you for your resilience and thank you for inspiring me, to love myself and express myself. Thank you for your care, love, patience, and thank you for showing me how badass we can be, and thank you for showing me how to respect myself and others. Women have played a big role in my life, the nurture and care is visible within my art and all things I do and I’m grateful to continue to grow with their support and blessed to tell their stories.

Website: itsluisito.com

Instagram: www.instagram.com/unarosamas.jpg

Linkedin: https://www.linkedin.com/in/hrnndz

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.