At the time of the attack, Gastelum and two friends were dressed as food delivery workers as part of a content challenge. Surveillance and bystander video captured a motorcycle with two individuals pulling up alongside them, after which the driver shot Gastelum in the head.

The violent incident occurred in a busy shopping plaza situated near the Sinaloa prosecutor's office. Police and military personnel quickly secured the area to allow forensic experts to gather evidence and recover the body. While local authorities initially identified the victim simply as a delivery worker, they later confirmed his identity.

Clips of the attack circulate online. The region has been plagued by severe internal cartel conflicts over the past two years, and local media reports indicate that approximately a dozen influencers—some with suspected ties to criminal organisations—have been killed in Sinaloa in recent years.