Category
Creative Direction
Client
Daddy Yankee and Hybe Media Latinamerica
Role
Creative Director
Date
2025
For Daddy Yankee’s album Lamento en Baile, I led the creative direction of the album’s visual identity in collaboration with HYBE Media Latin America. My work included conceptualizing and overseeing the artwork, from the album cover and tracklist to motion graphics for platforms like Spotify, Apple Music, YouTube, and Instagram. Beyond the creative side, I managed the project’s timeline, budget, and team, bringing together the different elements to create a cohesive visual experience across platforms.
Approach
Lamento en Baile represents a new chapter in Daddy Yankee's life, inspired by Psalm 30:11 and the transformation of sorrow into joy through faith. I wanted the artwork to reflect that transformation through symbolism rather than simply illustrate the album's title. My research explored the eagle and the dove as two contrasting representations of spiritual elevation. While the dove symbolizes peace, hope, and purity, the eagle represents strength, divine truth, and spiritual renewal. The eagle became a central part of the visual exploration. I was drawn to its powerful silhouette, sharp lines, and sense of movement, exploring how its wings could communicate freedom, transformation, and a connection to something greater. I also proposed incorporating Daddy Yankee's own handwriting into the artwork. For an album that represents such a personal chapter in his life, I felt it was important to bring something unmistakably his into the design.
Lamento en Baile — Album artwork
Lamento en Baile — Tracklist
Lamento en Baile — YouTube banner
Daddy Yankee — Wordmark
Lamento en Baile — Spotify Canvas
Outcome
The final artwork brought together the album's themes of faith, strength, and renewal through a visual direction centered on the eagle. Daddy Yankee's handwriting was incorporated into the final tracklist, adding a personal touch that connected the artwork directly to the artist. In collaboration with HYBE Media Latin America, I led the creative direction and coordinated the development of the album cover, tracklist, and digital motion assets, bringing the visual identity to life across music and social platforms.
Credits
Art Director & Designer: Yaixa Lozada Motion Artist: Edgardo Albors Production Company: Colonial Pictures Photography: Ighor Cardozo