DEPTH
Chapter 01
The Wreck
Depth
0FT
Pressure
1.0ATA
Water
64°F
Ambient light
100%
Dive time
00:00
The dive
01
The Wreck
152 FT · WWII DESTROYER
Loading
02
Open Water
123 FT · THE BLUE
Queued
03
The Kelp Forest
65 FT → SURFACE
Queued
Surface
050100152 FT · WRECK
Colour at depth
15
25
40
75
152
Water takes red first. By the wreck, only blue is left, and the torch is how colour comes back.
0FT
Depth
Entering the water
Depth · the wreck · Pacific
V199j
110ft
Holdfast
3000 psi (207 bar)
Dive time 0:00
Gas TX 18/45 · PO2 1.01
Ascent –
Safety stop · 15 ft 3:00
Light 6 %
Surface 110 ft above
Look around · drag
Scroll to go forward
Lightless roomTurn the lights off. You'll be surprised at what you can see.
What you're seeingBioluminescenceWith your light off, the water makes its own. The blue sparks are plankton, flashing whenever something stirs them: your fins, your hand. The green rings are crystal jellies. Puerto Rico, where I was born, has bioluminescent bays where every movement through the water lights up. And here in Southern California I've been lucky enough to see it off San Diego: dolphins glowing as they cut through the waves.Click a jelly to meet it. Turn your light back on to continue the dive.

Julio Lucas

Twenty years leading creative, brand and marketing for global brands. Depth is an interactive dive into a WWII destroyer wreck in the Pacific, where each compartment tells part of my story: where I come from, what I have learned, the people I build alongside, and the work.

Ranked #4 worldwide and #1 in the United States among the World's Top 10 Travel Photographers 2025 by One Eyeland, with awards across advertising, marketing, photography and film.

Depth: Chapter 01, The Wreck

The way in: The beginning of the journey

This is a journey through my career, the experiences that shaped how I think, what I've learned along the way, and how I've used that knowledge to help others. Much of it was built through late nights, constant curiosity, and a willingness to take on challenges that pushed me beyond what I knew. Rather than tell it the standard way, I wanted to take you through it through the lens of one of my favorite things to do: scuba diving. A career is built on pressure, on understanding it, working with it, managing it, and overcoming it, and nowhere teaches that like the water. At 152 feet below the surface, pressure is unavoidable. And that's where this story begins: with the pressure that shaped me, the challenges that tested me, and the discoveries that made it all worthwhile.

The engine room: The pursuit of knowledge

I've spent countless nights learning, experimenting, failing, and succeeding. Even as my career evolved, that pursuit never stopped. There's always something new to understand, another skill to develop, another possibility worth exploring. Much of that work happens quietly, long after everyone else has stopped working. It's not uncommon for me to burn the midnight oil in pursuit of enhancing my craft or gaining more knowledge.

Crew space: The people who shaped the journey

Nobody becomes who they are entirely on their own. Throughout my life, I've encountered people who challenged my thinking, encouraged my curiosity, shared their knowledge, and inspired me to see things differently. Some stayed for years, others for only a moment. But each left something behind that continues to influence how I see the world.

The mess: The people we build alongside

Some of my favorite memories were made around tables filled with ideas, conversations, laughter, and the occasional disagreement. Over the years, I've been fortunate to build alongside incredibly talented people. Teams change, agencies evolve, and eventually people follow different paths. But the experiences remain, along with the things we created and learned together.

Passage C: The obstacle

You don't notice the squeeze until you're through it. Then you notice you're different.

The boiler room: The unexpected

Some of the most meaningful experiences in my life were the ones I never saw coming. I've learned to embrace the unexpected, remain curious, and recognize that sometimes the greatest discoveries happen when you venture beyond what's familiar.

The companionway: The work and the relationships

Over two decades, I've had the opportunity to collaborate with more than 130 brands across 15 industries. Each brought different challenges, perspectives, and opportunities to grow. What I've carried forward isn't simply the work we created, but the knowledge, relationships, and experiences that came from building it together.

Chart room: The Art of Navigation

Every journey requires direction. This room represents the years I've spent learning, researching, experimenting, and developing the skills to navigate complex challenges. Every decision, every setback, and every opportunity has shaped how I think and what I'm capable of creating. Nothing here was learned overnight. It's the result of curiosity, preparation, persistence, and a willingness to venture into unfamiliar territory.

Coming soon

Range and Wonder, the next two chapters.

Julio Lucas on LinkedIn