That's exactly what it is. I chose to name my business after the Hispanic version of the name Jeffrey, which my Mexican father would sometimes call me when I was a kid.
Luche Libre. Latino connection aside, I believe the Luche ably represents all that a freelancer should be: It's not important for people to know who I am. Only that once I'm in the ring, I kick ass, take names and help agencies and clients be victorious. I just happen to do it with superior writing skills. Hence, the pencil.
Having spent a good chunk of my career in Chicago, like many of my comrades, I've spent a lot of time with packaged goods clients. Unlike many of my comrades, my packaged goods work has been feted at Cannes and The Effies, simultaneously. No small task. Take a good look at the work. You'll see that good thinking is good thinking; whether for sports networks, entertainment, electronics, financial or yes, even packaged goods.
Born in Chicago, I believe there's no greater way to spend a summer day than to heckle my horrible and beloved Cubs from a seat within earshot. No greater way to spend a winter day than on a beach in Mexico. Everyone should listen to more Blues. And eat more tacos al pastor. I'm likely the only NCAA champion you'll ever sit in a meeting with. Billy Wilder was a genius. But in a much different way than Peter Griffin. I make a mean osso buco.
1341 West Pratt Blvd.
Chicago, IL 60626
Some summers, my brothers and sister and I went spend them in Tampa with Granny and PopPop, my lovely grandparents on my Mom\'s side. For some reason, they dressed us up in sombreros for this photo. It wasn\'t until years later I surmised that maybe, just maybe they were having a bit of fun at my Dad\'s expense.