Named One of the Top 100 Most Influential Latinos in the U.S. by Hispanic Business, Carlos Pérez has spent the past 20 years transforming brands. “Brands get conservative," observes Carlos. "My role is to remind clients that there's nothing more dangerous than playing it safe."

In 2002, Carlos founded Elastic People, a studio that embodies his love for culture, branding, film, and technology. Through Elastic People, Carlos has attracted clients from diverse industries who seek out his creative vision, brand integration expertise, and bilingual business savvy. Notably, Elastic People has played a pivotal role in the marketing success of Latin Music industry giants such as Sony Music Latin, Universal Music Latin Entertainment, and Warner Music.

As the Creative Director of Elastic People, Carlos has collaborated with 25 out of the 50 artists listed in Billboard's Greatest Latin Artists of All-Time. He has also designed over 150 album covers, including the iconic "Barrio Fino" album by Daddy Yankee, recognized by Rolling Stone as one of the Top 500 Greatest Albums of All Time. His creative leadership has also contributed to the branding and marketing initiatives behind 40+ Grammy-nominated and multi-platinum albums certified by RIAA.

Carlos achieved unprecedented success with the music video for "Despacito," directed for Luis Fonsi and Daddy Yankee, breaking five Guinness World Records and reigning at the top of YouTube's global charts for over 35 weeks. This visual became the most viewed music video in YouTube's history (8+ billion views), cementing Carlos's reputation as a director capable of creating visually captivating and culturally resonant imagery. This visual was also featured in Billboard's "100 Greatest Music Videos of the 21st Century." That same year two additional music videos directed by Carlos hit the #1 Spot on YouTube’s Music Video Global Chart; Luis Fonsi and Demi Lovato’s “Échame La Culpa” and Daddy Yankee’s “Dura” music video. Carlos’ music videos have been honored with five MTV VMA nominations. Before the establishment of Spanish language categories in the VMA’s, Carlos' artistic contributions transcended linguistic boundaries, pushing the boundaries of representation for Latino culture through his nominations for projects featuring Spanish songs.

Carlos Pérez stands as a prominent figure in the realm of creative direction, boasting a career laden with remarkable achievements that have left an indelible mark on the industry. As the Creative Director for the legendary Mexican rock band Maná during five album cycles, from the iconic Amor Es Compartir to Cama Incendiada, Carlos played a pivotal role in shaping the visual narrative of one of the best-selling Latin Rock bands of all time. His prowess extended beyond Maná, as he lent his creative vision to other music luminaries such as Daddy Yankee and Yandel, as well as collaborating extensively with the renowned latin icons Ricky Martin and Marc Anthony. Noteworthy is his instrumental role in designing album covers, directing music videos, and overseeing the overall creative strategy behind some of Latin music’s most iconic albums including Romeo Santos Formula Vol.2, Billboard Album of the Decade. (2010 - 2020)

As creative director for Daddy Yankee’s Barrio Fino album, Carlos designed the album cover and directed the “Gasolina” music video. The music video received two MTV VMA nominations. The global impact of Daddy Yankee's groundbreaking "Gasolina," earned a prestigious spot in the U.S. Library of Congress' National Recording Registry for its monumental cultural impact.

Carlos's creative genius found further expression through Elastic People, his brainchild, which has consistently garnered accolades for its groundbreaking work since its inception. The studio's interactive collaboration with Nike and R/GA, as part of the NikeLab artist roster, resulted in the creation of an online game to launch the NikeShox technology. The NikeLab website secured the Grand Prize at the London International Advertising Awards and earned a coveted Cannes Gold Lion.

His directorial talents shone brightly in the Latin Grammy nominated documentary; Free Tempo: Victory, for its exceptional portrayal of The London Symphony Orchestra's first hip hop collaboration with federal inmate and Latin Hip Hop artist, David Sanchez Badillo, aka Tempo. This was the first Latin Grammy nomination for Carlos in the Best Long-Form video category as well as the first time in history an incarcerated federal inmate received a Latin Grammy nomination.

In the cultural landscape of the music industry’s Billboard End Decade Charts in 2010, Carlos left an indelible impact, as he designed the album cover for the “Album of the Decade" (Romeo Santos' "Formula Vol.2”) and also directed the music video for of Luis Fonsi and Daddy Yankee's "Despacito”, Billboard’s "Song of the Decade." Noteworthy is his pioneering spirit evident in directing the first stereoscopic 3-D music video in Spanish for Daddy Yankee's "Descontrol," a groundbreaking feat that underscored his commitment to embracing technology and innovation.

Elastic People's merch designs for global icon Janet Jackson for her "Number Ones, Up Close and Personal" tour in 2011 further cemented his studio’s reputation as a progressive design team with a penchant for creating impactful music-related content. In 2019 Apple commissioned Carlos to design the covers for some of Latin music’s most popular playlists within Apple Music Playlist. While Apple Music is not a record label, it decided to add original art to its playlists. Apple’s goal was to bring that instant recognition to its own content, so the company enlisted everyone from the creator of the iconic AC/DC logo to Carlos Pérez, the Director / Designer behind some of Latin music’s most memorable album covers.

Carlos's enduring legacy was immortalized in Leila Cobo's seminal work (Billboard's VP of Latin music), Decoding “Despacito:” An Oral History Of Latin Music, where his contributions to Latin music's evolution were celebrated in the retelling of influential songs like "Gasolina," "Vivir Mi Vida," and "Despacito." In 2021 his pivotal role in shaping the narrative of reggaetón’s rise to cultural prominence was further underscored in his feature interview on Spotify’s LOUD podcast, offering a glimpse into his transformative impact on the genre through collaborations with music icons like Daddy Yankee, Don Omar, Tego Calderón and Wisin & Yandel.

Undoubtedly, one of Carlos's crowning achievements was the opportunity to direct Academy Award Winner, Will Smith in two consecutive bilingual songs: ”Fiesta” Remix, alongside Bomba Estéreo, and "Está Rico,” with Marc Anthony and Bad Bunny.

His versatile talent was further showcased in his commission to design a commemorative Rock In Rio 30-year anniversary poster for Art/Rio, a testament to his enduring influence as a multifaceted creative visionary pushing artistic boundaries. Carlos Pérez's illustrious career stands as a testament to his unwavering passion for creativity and his unparalleled ability to craft compelling, culturally rich visual content.

The impact of his creativity extends beyond accolades, as evidenced by the collective online viewership of over 25 billion for the music videos he has directed. Carlos stands as a visionary force in the music industry, shaping groundbreaking collaborations and pioneering achievements that have left an indelible mark on the Latin music scene and beyond. From directing chart-topping music videos to designing iconic album covers and directing world tours, Carlos's impressive repertoire speaks volumes about his creative prowess. With an illustrious career adorned with accolades, Carlos continues to redefine excellence in music and visual arts.