02/19/2026
Joel wanted his branding images to feel like him. To honor his Mexican heritage, a nod to Zorro, one of his favorite Mexican heroes, and a portrait with some edge.
So we used the sombrero from his family as a natural extension of him, not a prop.
Using the hat that way allowed me control the light and carve shadow under the eyes without losing them.
That’s the difference between “a photo” and a portrait with intent.
Joel Avila is a videographer based in West Palm Beach, working across South Florida.