Global success came when he designed the graphic identity for Karol G‘s album ‘Mañana Será Bonito’, but Humberto Cruz had created many more fantasies before that. The San Diego-based Mexican illustrator is known for having transcended his artistic personality amidst a sea of uniformity with chaotic, vibrant and spontaneous works full of references to 90s pop culture and/or fashion icons, illustrated alongside hearts of thorns, bunnies or animated characters in harness or BDSM outfits. With all of them he has intervened in Zadig bags, UGG clogs, Pull and Bear pieces or even beauty products for the Korean brand Banila Co.
In these compositions or digital collages, there coexists a social background reflected in messages of social activism or sexual liberation. Art as redemption in a queer universe with demons, angels and positive messages that ‘shout out the colour’ that she feels in her virtual archive @iscreamcolour stimulated by nostalgia, but also by mental health or social problems.
On the occasion of his latest collaboration with Manolo Bakes for Valentine’s Day, based on the love that beats in all his projects, we spoke to the Mexican artist to find out more about this creative union, and about his career and work in general.
HIGHXTAR (H) –Your work is represented by animated characters, fantasy drawings and positive messages influenced by pop culture. How do you manage to transform all these elements into an identity of your own? How do your childhood and adolescence influence this construction? Does inspiration come more from the real world or from the dream world?
HUMBERTO CRUZ (HC) – Ever since I have my earliest memories I have always loved drawing my own characters. As a teenager in the 90s, I became obsessed with pop culture, listening to music, taking ideas from music videos and fashion magazines. That’s how my style evolved. I love fantasy and nostalgia, but I also care about the present, mental health and social issues.
H – At what point do you begin to dedicate your life to art?
HC – I always realised that this is what I wanted to do, I didn’t think about any other career. Although it hasn’t been easy, being consistent is the best thing and always moving forward.
H – What references did you grow up with that marked your style in some way? How would you define it?
HC – My first references were MTV, comics and things like that. I would define my style as colourful, fun and nostalgic. I like to be messy.
H – What ideas would you like to convey through your illustrations and/or collages?
HC – I would like to convey some positive message but also put a smile on others’ faces.
H – You have talked about the link between your work and mental health. Is this sweetened universe in some way a way of liberation and/or escape from reality?
HC – Yes it is all that, by putting down on paper my feelings and thoughts day after day. I think it’s good to free ourselves in that way, whether it’s drawing, writing or talking about it.
H – You have worked for some relevant brands such as UGG, Zadig or Zara, have you ever felt limited in your creative freedom when designing?
HC – To this day I have felt that all these brands know very well what they are looking for from me, they know my style and that is why we have created these collaborations. I don’t think I have felt limited in my freedom when it comes to designing because I adapt to changes quickly. I like challenges.
H – Tell us about the creative process and the techniques you use – is it more premeditated and rational or more improvised and chaotic?
HC – When I draw for pleasure I have no limits and I don’t like to plan. I like to listen to music and that’s it. If I’m going to draw on paper or canvas, I prefer to use pastels and markers. I also like to draw on the iPad.
H – You archive your digital artworks on your Instagram @iscreamcolour. What does ‘screaming colour’ mean to you?
HC – I Scream Colour was born more than 10 years ago when I started to upload my drawings on Instagram. It means expressing with colours everything I feel at the moment.
H – How did the collaboration with Karol G impact your career, do you think it opened a new era for you?
HC – It was a dream come true and it came when I couldn’t have imagined it. I will always be grateful to Karol G and her team for this opportunity. It was a time of discovery and new goals for me. Everything can be possible.
H – One of your latest projects has been a collaboration with Manolo Bakes, in which you illustrate their Valentine’s Day packaging with your characters together with messages of love and friendship. How did you decide to represent it? What is love for you? Is this your first ‘gastronomic’ incursion?
HC – This new collaboration with Manolo Bakes has been something very special because it is my first foray into ‘gastronomy’. Working with the team was a lot of fun and I’m happy with the result, I hope you like it a lot! We wanted to represent the packaging full of pink and with the ‘bunny’ as one of the main characters that I always draw. Love for me is loving yourself and the connection we have with others.
H – Looking ahead to 2025 and the future, what can we expect from Humberto Cruz? Any projects in the pipeline?
HC – I have several surprises, and some product collaborations for Korea and Japan. I am excited about this.
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