Gaby Castellanos
Estrategic Marketing Visionary
Genesis
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This project came through Gaby Castellanos, a world-renowned figure in the field of marketing and communication, someone with a particularly sharp eye for brand identity. I didn’t know her beforehand, but she had discovered my work and contacted me for a commission of an Art Toy inspired by herself.
From our first video call, the connection was immediate. Gaby understood my work in a way very few people had articulated before. She pointed out patterns, traits and visual decisions that were natural to me but clearly recognizable from the outside as my own language.
Professionally, it was an important moment to me because it confirmed that what I was doing already functioned as a cohesive brand, even before I was fully aware of it.
Concept
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The piece was directly inspired by her, so I wanted to focus on capturing what defines Gaby the most: leadership, clarity, positive energy and the ability to communicate ideas in a way that inspires growth in others. All of this is present in her talks, and it was also present in how she spoke to me about my own work.
Process
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I built the figure with a narrow footing and a more powerful upper section, creating that slight sense of self-balance. It’s a silhouette I like to use because it adds a bit of tension, almost as if the figure needs to be alive to hold that pose.
In contrast to that firm posture, the facial expression leans toward the warmth and enthusiasm she naturally radiates: a wide smile, a bright look, and that sense of optimism that is unmistakably hers.​
In this case it was especially challenging because I also wanted the Art Toy to show a confident and relaxed pose, so I pushed the base of support to the smallest I could for a two-legged figure.
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After that, I shaped the figure with the attitude of someone who speaks, guides and holds the room.
In the painting process I included my personal facial signature. We talked about it, and for her it was important that the piece carried my visual language. She didn’t just want a sculpture, she wanted an Art Toy made by Luaiso López.
That clarity made the entire creation flow naturally.
Outcome
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It was a commissioned project that left a strong mark on me, especially in how it reaffirmed the way my work is perceived and valued from the outside.
The result is a piece that represents Gaby, but also reflects the part of my work that speaks about presence, attitude and personal narrative.
