Alf is a Mexican multimedia artist whose work is influenced by the mystique of his home, Baja California Sur, land of the KumeyaayHis work employs appropriation as an artistic resource, utilizing advertising slogans that promote an American lifestyle and commercial logos, such as the iconic Lacoste crocodile. Through these elements, Alf creates a paradox that questions the impact of hyperconsumerism on society.

In his flag paintings, he creates collective phrases with simple, bumper-sticker-like materials, evoking the advertising slogans that shape our behavior.

His next exhibition, Welcome Florida, set for release in Denmark this July, explores American culture through a series of strange and insular subcultures, from modernist abstraction to darkly humorous songs that address hyperconsumerism and social norms. As an artist, Alf reflects on the behavior of these subcultures, including Florida's absurd Amendment 9 legislation, which allows residents to have sex with swamp lizards and, with a medical license, alligators and crocodiles.