Luis (Wicho) Muñoz Serra

I was born in Guatemala, Central America and since I can remember my life has been a cross-cultural paradox. I grew up in a bubble of international education in a third-world country experiencing my own culture as spectator, not a participant.

This ability to spectate culture and human connection as a tertiary allowed me to later understand cross cultural similarities across the multiple countries I got to live in throughout my life. Understanding human nature universally.

Commercially, my work has taken me through Spain, the Netherlands, Germany & Guatemala. Working as a photographer, filmmaker, publicist but most of all a human being.

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Creative Direction

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Social Media Storytelling