There's easy-going creativity behind Josue Ibañez’s art. One infused with the kind of influences that only come from being an explorer in the pre-internet era in Mexico. We’re talking Saturdays playing with electronics, being marveled at the rich cultural heritage or churros for family breakfasts. It's no wonder Josue's style is joyful, colorfully folkloric, and endlessly playful. His creative prowess and unique vision have propelled him to the forefront of the immersive experience design and media art landscape. As co-founder of Cocolab, one of Latin America's largest multimedia studios, Josue has amassed over a decade of experience leading teams of artists, designers, and developers in the creation of awe-inspiring projects.

His work has garnered international acclaim, showcased at prestigious events and venues worldwide, including SXSW in Austin, Todays Art in Japan, The Contemporary Arts Center in Cincinnati, Mutek Mexico, and more. Josue's contributions to the field of immersive experiences have left an indelible mark, inspiring audiences and pushing the boundaries of what is possible in the realm of technology and aesthetics. His ability to balance artistic expression with commercial projects showcases the power of merging creativity and practicality.

As an immersive experience designer in Mexico City, we wanted to know how technologies have changed since he began his career, his inspiration, and how he manages with family life. We also wanted to discover more of his technical secrets and get some advice for independent creators. Here's what we uncovered.

Tell us a bit about your background. Were new technologies and multimedia something you always wanted to do growing up?
I was around 8 or 10 when I first touched a computer. I always liked electronics, but having a computer was something else. I’ve taught myself how to design, code, or make things.

You currently work as an independent creator and multimedia artist. How did you get to this point?
I used to be part of a large company of 120 people. Then, the company began to grow, and I started navigating in a sea of zoom calls and working on many projects simultaneously. During COVID, I realized that I enjoyed working with art projects more than anything, but one of the main problems while working for a large company was that I didn’t have more time left to do what I enjoyed the most. So I decided to quit and start a career, managing my time.

You used to work as a director of new technologies at Cocolab. How did that help shape your work?
Because of that, I learned how to collaborate with many talents through a common goal; leading a group of designers and technologists taught me the importance of inspiring yourself and the people around you. I was not the one who knew more about technology, but I was the one who was pushing the boundaries of what is possible with technology and creativity.

What has been the most significant influence on your work?
Living in Mexico and being inspired by the Mexican culture.

What's the biggest challenge when creating multimedia installations, and how do you overcome it?
Creating a solid concept; has been the most challenging part of creating something new. However, even though the technology is solved in the end, getting the right concept always delivers.

What recurring themes have you noticed during your work?
I love to create abstract audiovisual landscapes, worlds where people can be immersed.

Which piece of work that you've created so far are you most proud of and why?
The immersive show of FRIDA in Mexico City is a unique experience because of the project's large scale. This project summarizes many learnings through the years, creative and technical.

How do you balance parenthood with a creative life?
Let’s say I’m a continuous survivor.

If time and money were no object, what would be your dream project to work on?
Traveling the world, making light art in different formats. I’ve done this before, but I would love to continue doing this as an independent creator.

Who are your biggest artistic inspirations, and why?
John Maeda was the first ever interactive and real-time visual exhibition I saw in 2005. Since that moment, I have never stopped creating images and art.

What advice would you give to aspiring independent creators? And what do you hope to achieve next?
Always balance artistic and commercial projects; if your art projects start paying your bills, look closely at what you did right. I want to achieve more collaborations with musicians and other artists; I feel complete working with creativity around me.

What have been your highlights of 2022, and what are you hoping to achieve in 2023?
I created my independent immersive design studio and worked with clients from all over the world. I would love to continue traveling the world with my family and inspire others to work with digital art.