LUCHA. LIFESTYLE. LEGACY.
From the streets of 1950s Mexicali to the world stage—La Bestia nunca muere.
This is a film campaign inspired by the early life of my grandfather Alessio “Bestia Negra” Huelga. The below poster was created in the photoshop class by colorizing an original black and white photograph of Alessio in his luchador uniform. My grandfather was a lifelong creative and he is a major influence in my decision to pursue a career in graphic design.
As Founder and Chief Creative Director of Bestia Negra, I lead the creative direction, brand identity, and social media storytelling for a lucha libre–inspired apparel and accessories brand honoring my grandfather, Alessio “Bestia Negra” Huelga, a luchador in 1950s Mexicali.
Drawing from his original black-and-white photographs and the hand-sewn mask he made himself, I combine graphic design, digital media, and AI tools to bring his persona to life for a new generation. Through Instagram, I reimagine Bestia Negra as a modern-day luchador, blending family history, cultural heritage, and contemporary storytelling into a living tribute to the man who inspired my creative journey. The project also includes a children’s book celebrating his life and legacy.
