Economist from the UCM and specialist in International Trade from the UVA, Di Luca is creativity because he needs it. Since young, he feels like an artist as part of the Graffiti and Rap 90 Madrid scene, and he realizes business is the greatest of arts. His parents linked to aviation always instilled in him humility and sacrifice, sports and international vision. He begins working for The Economist in EMEA and then 4 years in strategy for BIG5 at TMT: Telco-Media-Tech, where he takes the pulse of multinational companies while continuing to absorb art by inertia. Subsequently, he joined Vodafone for 7 years as Strategic Planner of the Business Unit to later lead the Digital transformation of the Retail channel in Spain, Peninsula and the Islands, thus being able to develop professionally while combining his other passions: traveling and surfing. In 2019, editing on Web2, studying Web3, and always projecting business from the art perspective, his Ikigai tells him: ”All In”. He joins Telco-SaaS-Tech and Telco-Music-Web3 Start Ups/Spin Offs, bringing experience in projects and team leadership, -not as a striker but as a coach-, connecting Art from his roots. While he directs the creative direction of several venues in Madrid downtown and is certified in Urban Music Production at SAE, where he meets Fernando Parralejo, he also produces AV for artists and brands together with his "Partner in Crime", Zazo Canvas, with whom he founded CANASTA with the rest of the magicians in 2023. Always hunting for fresh air and surfing new waves, with 15 years in TMT and more than 25 in the urban scene, today Armando & Di Luca are all in one, Creativity, Art. CANASTA.