Exploring Life & Business with Luis Alfredo Vasquez-Ajmac of LAVA

Today we’d like to introduce you to Luis Alfredo Vasquez-Ajmac.

Hi Luis Alfredo, we’d love for you to start by introducing yourself.
Entrepreneur & Founder of LAVA (Luis Alfredo Vasquez-Ajmac)
Empowering Diverse Communities Through Media, Branding, and Advocacy

Your Story
I’m of Maya heritage, born in Guatemala and raised by my grandmother until the age of six while my mother worked in the U.S. as a nanny for a Washington Redskins football family. I later joined her in Washington, D.C., and was raised in suburban Maryland with my sister Diana, where I was often the only Latino kid in my community. Growing up, I faced racism, bullying, and isolation—but I held onto the belief that I was brought to this country for a greater purpose.
At 18, I found that purpose through activism and storytelling. My parents were deeply involved in human rights work for Guatemala, where thousands of Indigenous people—people like me—were tortured, killed, or kidnapped by the Guatemalan government. At the time, no one was reporting these atrocities. While interning at Univision, I had an awakening: “Words move mountains.” I realized that media could be a powerful tool for social justice.
That epiphany launched my career. I went on to work for two public radio stations, ABC News and help launched North American Network, using the media to shed light on injustices not only in Guatemala but also within communities of color in the U.S. Living in a predominantly African American city in D.C., I felt a strong kinship with their struggle and was inspired to begin a new chapter in civil rights advocacy through media and social marketing.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Though racism and financial hardship have always been part of my journey, my toughest battles came from within. I went through a painful divorce due to alcohol abuse—a disease I wasn’t ready to confront at the time, despite my wife’s efforts with counseling and treatment. I lost everything: my family, my home, a multi-million dollar business, and dignity. Then COVID hit, deepening the isolation and fueling the cycle of self-destruction. Despite myself, I am so grateful that my kids have grown-up to be kind and giving.
What pulled me through was my Catholic faith, daily spiritual readings—particularly the teachings of St. Mother Teresa and the Tao Te Ching—and mental health counseling. I begin each day with prayer, reflection, walking meditation and a renewed commitment to service. Life can be hard, but I’ve learned each moment brings new opportunities. As Mother Teresa said “yesterday is gone and tomorrow has not come yet, we most live each day as if it was our last.” This simple wisdom has helped me rebuild myself.

As you know, we’re big fans of LAVA. For our readers who might not be as familiar what can you tell them about the brand?
Your Work
Out of a studio apartment in Washington, D.C., I founded MAYA Advertising and Communications—the first Latino-owned advertising agency in the nation’s capital. Over 25 years, I grew it from a one-person shop to a multi-million dollar, nationally recognized agency with offices in D.C. and L.A., a staff of nearly 20, and a mission rooted in social change.
MAYA was never just about business. We used branding, media, and social marketing to address critical issues like education, fair housing, and environmental justice, especially in Latino and other underrepresented communities. Our clients included HUD, the U.S. Navy, GEICO, Pepco, World Cup, and more. We created campaigns that didn’t just sell—they served.
Eventually, like many long journeys, MAYA came to an end. After 25 fulfilling years, I had to close the agency. I spent two years struggling to find my next step—even freelance work was scarce. Then, a former client reached out with an unexpected opportunity and a vital $200,000 project. It was a lifeline—and the beginning of my next chapter: LAVA (Luis Alfredo Vasquez-Ajmac).
With LAVA, I’ve embraced a leaner, more agile business model. I work directly with clients and bring in collaborators as needed. Since 2017, LAVA has served a diverse portfolio, from Milagro Cinemas and UCLA to the Port of Long Beach, Los Angeles Academy of Arts and Enterprise, the California Community Foundation and others. LAVA helps clients with advertising, community engagement, media, special events and digital marketing campaigns.
In 2023, I launched the Dream Big Small Business Empowerment Forum in partnership with Caltrans and the Metropolitan Water District. Now entering its third year, Dream Big is a dynamic, sold-out event designed to help women and minority-owned businesses grow through access to social capital, contracting opportunities, and relationship-building. We blend inspiration, practical skills, and high-impact connections—turning vision into viable success.This year, Dream Big will be help at the stunning La Plaza De Cultura Y Arts on June 18th and will be catered by, Zagat rated, Pez Cantina. Tickets are on sale now at DreamBigNow.net.
What’s clear as day, non of my accomplishments would have happened without the so many generous people that have entered my life and who have believed in me. As my mom would say “there are more good people than bad.’

Is there something surprising that you feel even people who know you might not know about?
I’ve always loved the sound of Jazz—its free-flowing, unpredictable nature, and its deep roots in the Black community. It’s a truly original American art form that resonates worldwide. Like civil rights and union leader César Chávez, I find something powerful and soulful in Jazz. I was first introduced to it while working at WPFW-FM in Washington, DC, a station where Jazz defined the airwaves. From Bebop to Acid Jazz, I enjoy the full spectrum of the genre. Whenever I travel, I make a point to explore the local Jazz scene—it’s one of my favorite ways to connect with a place. And during the day, I keep Jazz playing in the background to stay grounded and grooving to the rhythm.

Pricing:

• Pricing is custom for each project

Contact Info:

• Website: https://LAVAForce.co
• LinkedIn: Luis Alfedo Vasquez-Ajmac (LAVA)
• Twitter: LAVAForce
• Other: https://DreamBigNow.net