About

Hola, my name is Lukene. Pronounced “Lu-keh-neh”. And if you’re really curious, it means “light carrier” in Euskera, an old Basque tongue (or at least that's what my parents and Google told me). But no stress, you can call me “Luka” like most friends do.

I am a Mexican-trained anthropologist, a freelance photographer, videographer, creative director, and digital marketer traveling full-time. For years, I've used art to understand this world, finding beauty in everything and using my skills to challenge life's shadows, transforming those experiences into vivid and dreamy pieces of art.

Through my work with brands, I discovered that many passionate business owners face a similar shadow: their marketing doesn't reflect the true beauty and power of what they do.

I saw incredible businesses with stunning potential who were stuck on the content treadmill, feeling overwhelmed and invisible. As a "light carrier," I realized my purpose wasn't just to create beautiful visuals, but to build the strategy that makes them work—to create marketing that shines a light on a brand's true essence and connects with customers on a deeper level.

That's why I created SoShells Creative. Today, I help business owners like you move beyond the daily content scramble by blending my photographer's eye for stunning visuals with a strategis's mind for results. We'll build a cohesive, all-channel marketing system that feels good, looks incredible, and finally gives you your time back to focus on what you love.