video & multimedia


corporate design


portfolio (video & multimedia: "Ethnimage 5-Day Identity Plan")

video infomercial (8 min.)


In 1996, As my Master’s thesis project in the Integrated Electronic Arts Program at Rensselaer Polytechnic Institute in Troy, New York, I created a satirical multimedia advertisement campaign for The Ethnimage® 5-Day Identity Plan, a fictitious self-help product that can change your ethnic and racial identity in only five days.

Presented in the format of a video infomercial and a live sales presentation, Ethnimage® questions the meaning of race, culture and ethnicity in the United States. The concept for Ethnimage® grew out of my desire to explore my own Dominican-American heritage.

In December of 1997, Ethnimage® was presented in front of Macy's department store at Crossgates Mall in Albany, NY. The performance included a live sales pitch, a raffle drawing, audience interviews, and the racial transformation of a live audience member!

Since 1996, Ethnimage® has been presented at film festivals, shopping malls and performance spaces in various cities, including "The Kitchen" in York City; The International Performance Art Festival in Cleveland, Ohio; Cine Latino Film Festival in San Francisco; and the Root '98 International Electronic Arts Festival in Hull, England.

Click on thumbnail images to see watch videos. You will need QuickTime Player to view the files.





short commercial (4 min.)


testimonials (2 min.)


performance at Crossgates Mall - Albany, NY Dec, 1997 (12 min.)