If you are not peruvian, let me contextualize a litte bit the escenario for you. First of all, Callao is a district in Lima,Peru. In that district since 1960 there is salsa festival (salsa=very famous style of music). In all those concert celebrities always yell the next phrase '‘Chimpum Callao'', the meaning? It was a yell to motivate people, arise their attitude, bring joy to the public.
Some of the artist that name that phrase are the biggest salsa singers such a Hector Lavoe, La Fania, Tito Nieves among others 35 star puerto rican singers. But, what they din't know that at the same time they were mentioning a brand, because "Chimpum'‘means cleat in Peru.
So, I came up with this idea, it has the same logic of the idea 'Drink Responsibly'‘ that they create a beer name responsibly . So, the next visual is prototype, and I'm moving around to contact Adidas, Nike, Topper, Puma, some big brands to commemorate the national Salsa's Day creating a version - Chimpum Callao. Celebrate your goals dancing salsa - One percentage of the sale will go to charities and solve de youth problems that the Callao has. Well, if you read me and has the contact, let’s do it!!
Also, this idea can expands in LATAM, because many of the southamerican players dance at the corner of the field when they score :)
Role: Independent CW / 2025
According to Peru’s Ministry of Production (2024), over 68% of women working in artisanal manufacturing live in vulnerable economic conditions. Most of them do not have access to broader markets beyond their communities. Warmi was born as a creative response to this reality.
We believe that financial independence is a pathway to true freedom. That’s why on July 28th, Peru’s Independence Day, we proudly launched Warmi — a social and creative business that transforms the lives of Andean women by connecting their hands and heritage with the global market.
Through Warmi, everyday items — from jackets to plush toys, hats, headphones, and even skateboards — are intervened, transformed, and elevated using ancestral Andean textile techniques, symbolizing not only warmth and tradition, but empowerment.
Follow @warmi_333 at IG, to order.
Role: Creative Director & Entrepreneur
In 2020 I began a project to make people conscious about smoking cigarettes by creating some stickers and hanging them at the entrance of bars and restaurants.
