LA Carne Asada
In 2019, I became an Asada Boy—joining David Gonzalez and Joey Torres on their special project, La Carne Asada, as lead art director and copywriter.
Sponsored by Don Julio, the installation offered the public an inside look at a home filled with the soul and culture of Latino heritage. We sourced, curated, and transformed everyday spaces into art, with each area highlighting its unique significance to a traditional carne asada.
The Work - Click to Enlarge
Exhibit Photos
“El Comedor” (The Dining Room)
2019
Noun
A room in a house in which meals are eaten.
Often quiet during La Carne Asada—until the birthday cake makes its entrance.
Primos gather around the table as your tía pulls the cake from the fridge. The kids lean in, eyes wide, while everyone sings “Happy Birthday” and chants: “Make a wish! ¡Que le sople! ¡La mordida!”
Then, like clockwork, that one tío shoves a cousin’s face into the cake—maybe a little too hard. Tears well up, but no one panics. Everyone expects it. The moment is never ruined.
“El Pasillo” (The Hallway)
2019
Noun
An area in a building onto which rooms open.
The family’s Hall of Fame. Portraits of relatives—past and present—line the walls in no particular order, each frame holding a memory, a legacy, a face that shaped the home.
“El Cuarto” (The Bedroom)
2019
Noun
A room for sleeping in.
During La Carne Asada, the bedroom transforms into the unofficial coatroom—its closet never big enough for everyone’s belongings. As more guests arrive fashionably late, the pile of jackets grows.
A guardian angel painting quietly watches over the room. The San Marcos cobija (Mexican blanket) gives the space its dual purpose: a makeshift changing station and nap zone for the babies.
“La Sala” (The Living Room)
2019
Noun
A room in a house for general and informal everyday use.
Where the family gathers to share stories. To watch boxing, soccer, and basketball. Where Christmas gifts are unwrapped and TV remotes go missing. The space where the long line of hellos begins when you show up late to the party. It’s where our tías retreat to swap chisme, while our tíos sip beers outside during La Carne Asada.
