Some people find their voice in words. Mine came through a lens.

Since picking up a camera in 2009, I've chased moments that feel alive, those raw, unfiltered glimpses where people reveal their truth. Creativity isn't just my job; it's how I make sense of the world, how I connect with strangers across cultures, and how I remind myself (and others) that beauty and strength exist even in the hardest places.

Over 15 years, I've directed visual stories for brands like Nike, Adidas, Walmart, and Asurion, crafting campaigns that cut through noise and land with real feeling. But the work that lights me up most happens far from boardrooms: traveling to India, Guatemala, and other places around the world, where I've documented lives full of resilience and quiet joy. Those experiences reshaped me, they taught me that a single frame can hold empathy, spark dialogue, or challenge what's "normal."

Photography and storytelling are my way of saying: I see you. Your struggles, your triumphs, your everyday magic. I aim to capture it with honesty and care, so others can feel it too.

Meet Hector Cruz.