NYC-based Creative Director Joél Nuñez discusses BookNuñez, making it in America, and how content can make a global impact

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TJoél Nuñez is known for many things and has a wide variety of interests in the arts and sports. However, his true passion is highly centered on video and event production, which led him to establish BookNuńez, a creative consulting agency based in New York City, where he also serves as a content creator and creative producer. 

Joél shares his experiences growing up as an immigrant in the United States, how he started in production, and how he plans to make a positive impact in the world through the power of content.

How would you describe your work to someone who has never heard of it?

Joél: I’m a creative producer with a strong background in the event industry. I am passionate about video production and giving people positive experiences. I produce events and create content for local mom-and-pop stores as well as household name brands.

How did you get started in the business?

Joél: I began seriously creating content in college while studying business at the State University of New York College at Cortland.

One of my professors and mentors assisted me in launching an internship program that would function as my business. I hired a few interns at school and wrote a procedure manual for everyone to follow. This experience taught me many things: I learned how to create content and execute campaigns for SMEs and how to run my own business model.

What made you decide to start BookNuńez?

Joél: I’ve always had an entrepreneurial mindset. I am also very intense when it comes to achieving goals and pursuing ambitions so creating my own company and fueling it with all my passion was a no-brainer when I analyzed my skills, resources, and market trends.

To date, I have worked with some of the biggest brands and faces in the world.

What are some of your most notable achievements so far?

Joél: I want my videos to influence the public positively. I want to make people smile more and be good to one another. I recently created a PSA for the national 988 Lifeline in honor of Suicide Prevention Month. 988 Lifeline is administered by Vibrant Emotional Health and funded by SAMHSA, a government agency. I actually produce all of their commercials… and have something special in the works for Thanksgiving.

There has been a lot of press surrounding the 988 Lifeline campaign. So my success with those pieces of content has a positive impact on individuals in crisis and seeking assistance. I also assist the organization in increasing the accessibility of its content and resources by creating videos with embedded interpreters. 

What are some of the challenges you faced when first starting out?

Joél: Throughout my life, I’ve overcome numerous obstacles. As an immigrant, becoming fluent in English and assimilating to a new society was one of my most difficult challenges growing up. My parents were also learning and assimilating to this new world, so I never had much guidance in those years. We were all learning.

I believe it eventually turned out to be a superpower for me because I was out there figuring things out on my own due to a lack of guidance. As a result of my upbringing, I’ve failed numerous times, but those failures became stepping stones to my success today. I’m tenacious and a force to be reckoned with.

One of my friends recently shared a quote that struck me. “The innovators, disrupters, and risk takers are the ones that see the angle that no one else does. If the solution isn’t there, you must create space for it to be.” That is my motto. I feel like my upbringing enhanced my ability to look at problems from a unique perspective and decipher creative ways to solve those issues.

What are you working on right now? Future plans?

Joél: I’m currently doing producer duties for companies like Strange Nature Productions, Eventique, Lavan541, the Web3NYC Gallery, and Vibrant Emotional Health. 

The Web3NYC Gallery is the world’s only physical web3 location. We are reinventing retail space. Our primary goal is to serve as a catalyst for the widespread adoption of web3, NFTs, and cryptocurrency. We’re working on some major collaborations. I can’t say who exactly we’re working with, but they’re big, big whales.

What motivates you?

Joél: Progress. My mood can take a turn for the worse if I am not productive enough. It’s a bad habit, for sure, but it helps me mature. Regardless, I have an overall very positive outlook on life so bad moods don’t last long with me.

What is your advice for kids with the same background as you who want to be successful?

Joél: All the rules and social norms in the world are man-made. Do not feel constrained or self-conscious because these rules or social norms feel like they’re acting against you. Do good by people, work hard, and stay consistent. I guarantee you will succeed.

For more information about Joél Nuńez, BookNunez, and his latest projects, visit his official website and Instagram.