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Lucho Calderonlushooter@gmail.com
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I’m a Colombian–Canadian multidisciplinary creative with a foundation in photography, and over a decade of experience across image, video and brand identity. My practice began in 2016 with a self-initiated street-photography magazine I developed alongside a creative partner, which quickly grew into a platform for storytelling and collaboration.

From 2018 to 2023, I worked across varied creative environments — from galleries and internal agency work to production and interactive studios — consistently focused on shaping visual narratives and translating ideas into coherent systems across content and experience. Between 2020 and 2022, this approach expanded into building and operating a studio as a beta-testing ground to experiment, refine processes and develop frameworks, later pitched to external companies.

From July 2023 to December 2025, I served as Head of Creative & Commercial Development at Estudio Niksen, bridging strategy and execution through a hybrid role, spanning wholesale development and macro creative direction. Across all projects, my research-driven, human-first approach paired with entrepreneurial curiosity and a DIY mindset keeps vision, process and delivery aligned.


Creative Development - Agency Lead The Letter Bet

The Letter Bet

Creative Development - Agency LeadJan. 2019 - Aug. 2021
When I joined The Letter Bet Art Gallery, the space was undergoing a period of transition. During this time, I worked closely with artists to develop narratives for social content, collaborated with external brands, and helped lead the gallery’s internal creative agency. This work included projects with Vans for catalog shoots and with SSENSE on The Beta Bar project, with a focus on photography, creative direction and project management.



Breakdown 
See You When I See You Capsule


Creative Development - Agency Lead        
  • Worked with artists featured by the gallery, helping develop profiles and content-driven storytelling.
  • Supported the growth of the gallery’s internal creative agency as client work expanded.
  • Contributed to MEP (Mise En Place) — Chef Danny Smiles’ meal-prep brand launched during the pandemic — producing visual content and documenting recipes for customers.
  • Supported SSENSE – The Beta Bar project – by leading creative research, developing visual references and building presentation decks and communication tools to align teams and direction.




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