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Giovanni Cardenales
Giovanni Cardenales, professionally known as BXLYFE, is a Puerto Rican multidisciplinary photographer, filmmaker, creative director, producer, and mixed media artist from the Bronx, New York. With more than 10 years of experience, his practice exists at the intersection of photography, culture, fashion, music, sports, and fine art.
Known for transforming familiar moments into his own distinct visual world, Giovanni approaches photography as both documentation and raw material. His work spans lifestyle and editorial photography, portraiture, sports, live performance, fashion, commercial campaigns, filmmaking, and experimental mixed media. Through collage, paint, image transfer, fire, and controlled burn techniques, he physically reconstructs his photographs to distort perception, introduce texture, and create entirely new visual narratives.
Beyond image making, Giovanni leads projects across the full creative production process, from concept development, creative and art direction, casting, location scouting, and talent direction through photography, filmmaking, editing, mixed media production, and final campaign delivery. This multidisciplinary approach allows him to move fluidly between commercial production and fine art while maintaining an unmistakable visual identity.
His work has included collaborations with Nike, Adidas, New Balance, Puma, The North Face, Foot Locker, Columbia Sportswear, Sony Music, DoorDash, and the New York Yankees. Recent projects include leading creative production, photography, and video direction for the Mister Cartoon x New York Yankees campaign; creating sports and lifestyle content for Nike; producing global Adidas campaign work, including an activation celebrating the 50th Anniversary of Hip Hop; and directing press junket productions for artists Eladio Carrión and Fito Páez.
Throughout his career, Giovanni has photographed and created alongside artists and cultural figures including JID, Bas, Cardi B, A$AP Rocky, J. Cole, Wiz Khalifa, John Legend, Teyana Taylor, Joey Badass, Lil Baby, Young Thug, Rico Nasty, Lil Yachty, Cordae, the Clermont Twins, and others. His work with JID and Bas has taken him around the world, documenting international tours across the United States, Europe, Australia, and beyond through photography, film, and documentary storytelling.
At the center of BXLYFE is a commitment to creating work that feels lived in rather than manufactured. Whether documenting a fleeting moment, directing a global campaign, transforming a photograph by hand, or building an entire visual world around a subject, Giovanni's work is rooted in culture, experimentation, and the belief that distortion itself can become character.
His evolving practice continues to blur the boundaries between photography, filmmaking, physical art, fashion, and commercial storytelling, creating images and experiences that preserve culture while reimagining how it can be seen.
bxlyfe@gmail.com
Bronx, NY