Jorge and Diego or as I call them, my brothers have been a huge part of my life for over a decade. We've grown alongside each other, each building our own careers while constantly finding excuses to create together. From our annual Halloween photoshoots (you can find a few of them in the Miscellaneous section of this website) to helping shape the visual world of their most personal project, LOVE RULES, collaborating has always felt effortless.
So when they asked me to create the concept for the 10-year anniversary of their YouTube channel, saying yes wasn't even a question.
The idea was simple: what if every version of Jorge and Diego from the past ten years existed in the same space? A visual universe where their present selves could literally look back at every chapter, every era, and every version that helped shape who they are today.
That idea became RULES X.
Together we built a complete anniversary identity that lived far beyond a single campaign. We produced an editorial photoshoot, designed a cinematic hero film that now opens every YouTube video throughout the anniversary year, created a limited-edition merchandise collection, and developed a full suite of social assets to support the launch of their newly redesigned website, rules.mx.
More than celebrating ten years online, RULES X became a love letter to growth, nostalgia, and everything that happens when you keep creating long enough to look back and appreciate the journey.
Photography by Aaron Snaiderman
Creative by Aaron Snaiderman & Fabrizio Guillén
Produced by Be Unique
The RULES X Hero Film serves as the visual cornerstone of the anniversary campaign. Blending past and present, it brings together every era of Jorge and Diego into a single cinematic moment, celebrating ten years of growth, creativity, and the journey that shaped who they are today. Designed as the new opening sequence for every YouTube video throughout the anniversary year, it became the visual signature of the entire campaign.
This behind-the-scenes vlog captures everything that went into bringing RULES X to life. From the creative process and photoshoot to the laughs, chaos, and last-minute problem solving, it offers an unfiltered look at how the campaign came together. Sometimes the journey is just as memorable as the final result—and this vlog proves it.
Explore the original creative treatment presented to Jorge and Diego
April 2026