Leon Hernandez, the driving force behind the New York-based creative agency Ojeras, embodies a DIY spirit and an unwavering commitment to 'just make it happen'. With a background in fashion design and a diverse portfolio spanning everything from styling to designing doughnut stores, Leon has carved a unique path in the creative industry, fuelled by a willingness to embrace challenges and a passion for fostering collaboration.
Leon's journey began in the fashion world, where he honed his skills at prestigious institutions like the Savannah College of Art and Design and the Fashion Institute of Technology. However, he soon realised that the traditional academic route wasn't for him. 'School is so expensive, and I needed to work, so I just worked,' he explains. 'It all worked out.'
This pragmatic approach led him to explore various opportunities in the creative field, from styling to design. He quickly discovered that his true passion lay in creating and directing his own projects, rather than simply executing the visions of others. 'I thought I'd just create the projects I wanted to be a part of,' he says, 'and then slowly, people started reaching out, saying, "Hey, can you do it for me?"'
This organic growth led to the formation of Ojeras, a creative agency that defies easy categorisation. 'Sometimes, it's hard to pinpoint what we do because it's just a matter of making it work,' Leon admits. This versatility is a testament to his adaptability and his team's ability to tackle a wide range of projects, from small-scale productions to collaborations with major brands like Jean Paul Gaultier and Alexander Wang.
Leon's approach to creativity is hands-on and experimental. He encourages his team to embrace a 'do-it-yourself' mentality, fostering a collaborative environment where everyone contributes and learns new skills. 'Since we're a small team,' he explains, 'a big part of our company ethos is everybody should be doing a little bit of everything.'
This collaborative spirit extends beyond the agency's walls. Leon is passionate about supporting young designers and nurturing emerging talent. Ojeras offers a programme that provides free lookbook and campaign production services to student designers, helping them gain valuable experience and build their portfolios. 'The students of today are the clients of tomorrow,' Leonsays. This investment in the future of the creative community reflects his commitment to fostering growth and collaboration within the industry.
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Want to learn more about Leon's inspirations, the challenges of running an independent creative agency, and his vision for the future of Ojeras? Read the full interview in GROUNDING, the 4th volume of INTERLUNAR's zine.
