GoSee CREATIVES TO WATCH: Mixed-Media Artist & Creative Director Jess CUEVAS c/o SHOTVIEW on his Creative Vision, Amanda Lepore, Designer Willy Chavarria and Madonna's Celebration Tour
CREDITS / DETAILS / VIDEO EMBED LINK
Creative Director and multi-media artist Jess Cuevas from Los Angeles is now represented by SHOTVIEW. He specializes in Creative & Art Direction, Post-Layout Editing, Video Production, and Style Direction. His work is characterized by exciting details and a strong visual storytelling approach, blending various media to create cohesive narratives. His unique interpretations of iconic imagery and fashion editorials blur the lines between photography, graphics, and both creative and art direction. Recent examples of his work include collaborations with Camila Cabello, Amanda Lepore, and, of course, Madonna.
The Queen of Pop took notice of his work and commissioned him to create the visuals for her Celebration tour, which kicked off in London in October 2023 and ended in May of this year with a concert on Copacabana Beach in Rio de Janeiro. We are excited to introduce this creative talent here on GoSee - Jess Cuevas: Redefining Visual Storytelling.
Can you tell us a bit about yourself and your profession? Jess: I am a mixed-media artist and also a creative and art director.
Your work is known for distorting reality and offering a unique perspective on image and identity. Can you walk us through your creative process when starting a new project? Jess: If the project is for a client, I take inspiration from them and see how my aesthetic can elevate or enhance their vision. For my personal work, I’m usually inspired by what’s immediately around me, taking an image and reimagining it in a new way. I aim to make it relatable but just out of reach, something that draws you in but keeps a bit of mystery.
You draw a lot of inspiration from 90s aesthetics and the streets of Los Angeles. How has your upbringing in LA influenced your creative vision and style? Jess: LA is a mesmerizing hotbed of inspiration—from the signage to the people, to the sun cascading through the palm trees onto the cracked pavement. My work has continually drawn from the rawness of urban life. It's raw, and it's romantic.
Much of your work explores themes of identity, culture, and society through a minority lens. How do you balance personal expression with broader cultural commentary in your pieces? Jess: I consider broader cultural commentary by acknowledging how these personal experiences fit into a larger social context. I ask myself a few questions: Who might see themselves in this, and why? How much space can I take up with this imagery? With this process, I aim to create imagery that not only reflects my perspective but also resonates with broader audiences and encourages connection.
Your mixed-media approach challenges traditional artistic boundaries. What draws you to work across various mediums, and how does each medium help you tell the stories you want to tell? I feel so lucky to be able to work in so many ways. If I have a vision for how I want something to look I will teach myself new ways to execute it until I feel it's right. I love video work because it's raw and very lo-fi and free flowing. When it comes to my artwork I love to take existing imagery and turn it into something that makes you dream a little. I love hard silhouettes and shapes that are not achievable in real life but remain somehow relatable and sexy.
You've worked closely with designer Willy Chavarria – we loved the series for 10 Magazine. Do you share a similar artistic vision, and how does this collaboration influence your own creative direction? The series Willy the Shapeshifter for 10 MEN was one of my favorite shoots to direct because we got to execute so many personality archetypes that shape our aesthetic. Willy and I share a lot of the same creative vision, and our collaboration feels very organic—sometimes even psychic. We share a sense of humor that influences our creativity in a beautiful way. The work I’ve done with Willy has changed me to my core. It has taught me the value of seeing ourselves in the work and demanding space and respect.
You created artwork for Madonna’s Celebration Tour. Can you share more about this collaboration and what it was like working with such an iconic artist? Jess: Working with Madonna, whom I have admired creatively for decades and whose career has defined and redefined pop culture, was a dream come true. It was important for me to create artwork that felt dynamic and fresh, yet still connected to the iconic original images. It was an amazing and fun process. There is no feeling like creating for someone who has influenced your work and aesthetic so much, see and love what you are creating and then catapulting it on to a global stage.
You’ve described your work as a reinterpretation of Latin American culture. How do you ensure your art stays true to your roots, while also connecting with a wider, diverse audience? Jess: I truly believe that my work connects with a wider and diverse audience because it’s real and authentic. My personal experiences and culture provide endless inspiration, and I think people don’t just see the images—they feel them too. There’s something universally relatable in my work that transcends cultural boundaries.
Being named one of Wallpaper's "Top 50 Creatives in America" is a huge honor. How has this recognition impacted your career, and how do you remain grounded in your artistic journey despite the success? Jess: I’m deeply honored by the recognition and to be in such good company on that list. I think age has kept me grounded. I’m 47, and I’ve gone through many twists and turns in my life finding my voice. I’ve had low points and climbed my way back up on my own. I understand what it means to work hard for what you want. I know that things come and go, so I ground myself in my work and inspirations. I always want to keep evolving and pushing new ways to see the world.
Can you tell us more about your new project with Amanda Lepore? Jess: love Amanda! She’s been so open to me working with her images. I’ve been fortunate to work with Marco Ovando, who photographs her a lot, and together we selected a few images of her that I brought into my world. Exaggerated silhouettes, gritty overtones, and SEX.
Some of his work is featured here on GoSee, with more information and inquiries available directly via SHOTVIEW.
GoSee : shotview.com
-
Like
- Comment
ADVERTISING, PEOPLE, PORTRAIT, TRANSPORTATION, HAIR, MAKEUP, STILLS …. THE ACCOUNTS WITH
A BLUE STAR ARE APPROVED BY GOSEE
