Bruto pero decidido.
Rough, but all in.
I design products by directing AI. I have taught design at Isthmus for 15 years and written three books with Editorial Planeta.
How the work starts
¿Será que se puede?
Some projects start with no concrete goal. I just have a curiosity and I follow it. These days I ask the AI for strange things and see how far it goes. CCWEAROS was born that way, from one question: could I talk to Claude Code from my watch?
See the play projects →
First, understand.
Other projects begin long before I touch the AI. First I research. I read one source against another and keep digging until I understand the problem well. Only when I know what I want and what it is for do I direct the AI to build it. ParentMap was born that way, after weeks of understanding families who homeschool.
See the research projects →
The work
Selected lessons
- Nº0
Lettering sin límites
Could we make a living drawing letters? The lesson that happened before any machine: three books with Editorial Planeta, written with Alejandra Perdomo.
More than 30,000 copies sold · door: ¿será que se puede?
- Nº1
CCWEAROS
Could I talk to Claude Code from my watch? The machine never asked itself that question. The curiosity was mine.
Live. I use it every day. · door: ¿será que se puede?
- Nº2
ParentMap
A tool that lets parents who homeschool find out what level their kid is really at. This one came from weeks of understanding the problem before touching the AI.
Live at parentmap.co · door: first, understand.
- Nº3
Career Portrait
An AI that reads a whole career and returns a portrait of where that person stands.
Live · door: first, understand.
- Nº4
Lazarus 360
Could I bring a camera back from the dead? Samsung abandoned the Gear 360 and mine still worked fine.
In development · door: ¿será que se puede?
The machine is fast because it doesn't care.
It gets that speed by skipping everything we bring: the judgment, the why, the responsibility for what comes out. My work happens there.
And these tools are built to please us. They return what sounds right and reinforce what you already thought. Whoever never learned to distrust a beautiful result is not freer with the machine. That person is its slave.
In 15 years of teaching design, the tool was never the problem.
I call these projects lessons because that is how I treat them. After 15 years of giving crits at Isthmus, I do not know how to finish a project without asking what it taught me and showing the weak parts first.
years teaching design at Isthmus, in Panama
- · Author of Lettering sin límites 1, 2 and 3 with Alejandra Perdomo, for Editorial Planeta
- · More than 30,000 copies sold
Lettering sin límites 1, 2 y 3 · Editorial Planeta
About
I think of AI like a bike. However good it is, it does not decide where to go. It does what I ask fast, but if I ask for the wrong thing it delivers it just as well as the right one, with the same face, because for the machine both are worth the same. The direction comes from whoever pedals. That part is mine.
I have been saying bruto pero decidido for years. It is how I feel every time I start something I do not yet know how to do, and it took me a while to see how much the phrase carries. Bruto is the rough stone before the carving, the raw concrete that brutalist architects refused to paint over: material that shows its seams and is not ashamed of them. Decidido is the part no machine will ever bring, because a model can polish anything in seconds and has never decided a single thing in its life. Deciding is the human move. This whole site is built that way: rough material with the seams showing, and somebody who commits.
Based in Latin America. I work and teach in English and Spanish.