diff --git a/app/assets/stylesheets/editor.scss b/app/assets/stylesheets/editor.scss
index 88c749f2..c7b50db4 100644
--- a/app/assets/stylesheets/editor.scss
+++ b/app/assets/stylesheets/editor.scss
@@ -60,7 +60,7 @@
 
 	.editor-content {
 		min-height: 480px;
-		p, h1, h2, h3, h4, h5, h6, ul, li { outline: #ccc solid thin; }
+		p, h1, h2, h3, h4, h5, h6, ul, li, figcaption { outline: #ccc solid thin; }
 		strong, em, del, u, sub, sup { background: #0002; }
 		a { background: #13fefe50; }
 		[data-editor-selected] { outline: #f206f9 solid thick; }
diff --git a/app/javascript/editor/editor.ts b/app/javascript/editor/editor.ts
index f560b7e4..d660e9ea 100644
--- a/app/javascript/editor/editor.ts
+++ b/app/javascript/editor/editor.ts
@@ -5,6 +5,10 @@ import { setupButtons as setupMarksButtons } from 'editor/types/marks'
 import { setupButtons as setupBlocksButtons } from 'editor/types/blocks'
 import { setupButtons as setupParentBlocksButtons } from 'editor/types/parentBlocks'
 import { setupAuxiliaryToolbar as setupLinkAuxiliaryToolbar } from 'editor/types/link'
+import {
+	setupAuxiliaryToolbar as setupMultimediaAuxiliaryToolbar,
+	setupButtons as setupMultimediaButtons,
+} from 'editor/types/multimedia'
 import { setupAuxiliaryToolbar as setupMarkAuxiliaryToolbar } from 'editor/types/mark'
 
 // Esta funcion corrije errores que pueden haber como:
@@ -39,25 +43,27 @@ function fixContent (editor: Editor, node: Element = editor.contentEl): void {
 
 	const { typeName, type } = _type
 
-	const sel = safeGetSelection(editor)
-	const range = sel && safeGetRangeAt(sel)
+	if (type.allowedChildren !== 'ignore-children') {
+		const sel = safeGetSelection(editor)
+		const range = sel && safeGetRangeAt(sel)
 
-	if (getValidChildren(node, type).length == 0) {
-		if (typeof type.handleEmpty !== 'string') {
-			const el = type.handleEmpty.create(editor)
-			// mover cosas que pueden haber
-			// por ejemplo: cuando convertís a un <ul>, queda texto fuera del li que
-			// creamos acá
-			moveChildren(node, el, null)
-			node.appendChild(el)
-			if (range?.intersectsNode(node))
-				sel?.collapse(el)
+		if (getValidChildren(node, type).length == 0) {
+			if (typeof type.handleEmpty !== 'string') {
+				const el = type.handleEmpty.create(editor)
+				// mover cosas que pueden haber
+				// por ejemplo: cuando convertís a un <ul>, queda texto fuera del li que
+				// creamos acá
+				moveChildren(node, el, null)
+				node.appendChild(el)
+				if (range?.intersectsNode(node))
+					sel?.collapse(el)
+			}
+		}
+			
+		for (const child of node.childNodes) {
+			if (!(child instanceof Element)) continue
+			fixContent(editor, child)
 		}
-	}
-		
-	for (const child of node.childNodes) {
-		if (!(child instanceof Element)) continue
-		fixContent(editor, child)
 	}
 }
 
@@ -75,39 +81,41 @@ function cleanContent (editor: Editor, node: Element = editor.contentEl): void {
 
 	const { type } = _type
 
-	for (const child of node.childNodes) {
-		if (child.nodeType === Node.TEXT_NODE
-			&& type.allowedChildren.indexOf('text') === -1
-		) {
-			node.removeChild(child)
-			continue
+	if (type.allowedChildren !== 'ignore-children') {
+		for (const child of node.childNodes) {
+			if (child.nodeType === Node.TEXT_NODE
+				&& !type.allowedChildren.includes('text')
+			) {
+				node.removeChild(child)
+				continue
+			}
+
+			if (!(child instanceof Element)) continue
+
+			const childType = getType(child)
+			if (childType?.typeName === 'br') continue
+			if (!childType || !type.allowedChildren.includes(childType.typeName)) {
+				// XXX: esto extrae las cosas de adentro para que no sea destructivo
+				moveChildren(child, node, child)
+				node.removeChild(child)
+				return
+			}
+
+			cleanContent(editor, child)
 		}
 
-		if (!(child instanceof Element)) continue
+		// solo contar children válido para ese nodo
+		const validChildrenLength = getValidChildren(node, type).length
 
-		const childType = getType(child)
-		if (childType?.typeName === 'br') continue
-		if (!childType || type.allowedChildren.indexOf(childType.typeName) === -1) {
-			// XXX: esto extrae las cosas de adentro para que no sea destructivo
-			moveChildren(child, node, child)
-			node.removeChild(child)
+		const sel = safeGetSelection(editor)
+		const range = sel && safeGetRangeAt(sel)
+		if (type.handleEmpty === 'remove'
+			&& validChildrenLength == 0
+			//&& (!range || !range.intersectsNode(node))
+		) {
+			node.parentNode?.removeChild(node)
 			return
 		}
-
-		cleanContent(editor, child)
-	}
-
-	// solo contar children válido para ese nodo
-	const validChildrenLength = getValidChildren(node, type).length
-
-	const sel = safeGetSelection(editor)
-	const range = sel && safeGetRangeAt(sel)
-	if (type.handleEmpty === 'remove'
-		&& validChildrenLength == 0
-		//&& (!range || !range.intersectsNode(node))
-	) {
-		node.parentNode?.removeChild(node)
-		return
 	}
 }
 
@@ -137,6 +145,7 @@ export interface Editor {
 				fileEl: HTMLInputElement,
 				uploadEl: HTMLButtonElement,
 				altEl: HTMLInputElement,
+				removeEl: HTMLButtonElement,
 			},
 			link: {
 				parentEl: HTMLElement,
@@ -173,6 +182,7 @@ function setupEditor (editorEl: HTMLElement): void {
 					fileEl: getSel(editorEl, '[data-editor-auxiliary=multimedia] [name=multimedia-file]'),
 					uploadEl: getSel(editorEl, '[data-editor-auxiliary=multimedia] [name=multimedia-file-upload]'),
 					altEl: getSel(editorEl, '[data-editor-auxiliary=multimedia] [name=multimedia-alt]'),
+					removeEl: getSel(editorEl, '[data-editor-auxiliary=multimedia] [name=multimedia-remove]'),
 				},
 				link: {
 					parentEl: getSel(editorEl, '[data-editor-auxiliary=link]'),
@@ -231,8 +241,10 @@ function setupEditor (editorEl: HTMLElement): void {
 	setupMarksButtons(editor)
 	setupBlocksButtons(editor)
 	setupParentBlocksButtons(editor)
+	setupMultimediaButtons(editor)
 
 	setupLinkAuxiliaryToolbar(editor)
+	setupMultimediaAuxiliaryToolbar(editor)
 	setupMarkAuxiliaryToolbar(editor)
 
 	// Finally...
diff --git a/app/javascript/editor/types.ts b/app/javascript/editor/types.ts
index 6cc74fdd..3a178ee8 100644
--- a/app/javascript/editor/types.ts
+++ b/app/javascript/editor/types.ts
@@ -2,6 +2,7 @@ import { Editor } from 'editor/editor'
 import { marks } from 'editor/types/marks'
 import { blocks, li, EditorBlock } from 'editor/types/blocks'
 import { parentBlocks } from 'editor/types/parentBlocks'
+import { multimedia } from 'editor/types/multimedia'
 import { blockNames, parentBlockNames } from 'editor/utils'
 
 export interface EditorNode {
@@ -9,7 +10,7 @@ export interface EditorNode {
 	// la string es el nombre en la gran lista de types O 'text'
 	// XXX: esto es un hack para no poner EditorNode dentro de EditorNode,
 	// quizás podemos hacer que esto sea una función que retorna bool
-	allowedChildren: string[],
+	allowedChildren: string[] | 'ignore-children',
 
 	// * si es 'do-nothing', no hace nada si está vacío (esto es para cuando
 	//   permitís 'text' entonces se puede tipear adentro, ej: párrafo vacío)
@@ -31,7 +32,7 @@ export const types: { [propName: string]: EditorNode } = {
 	...parentBlocks,
 	contentEl: {
 		selector: '.editor-content',
-		allowedChildren: [...blockNames, ...parentBlockNames],
+		allowedChildren: [...blockNames, ...parentBlockNames, 'multimedia'],
 		handleEmpty: blocks.paragraph,
 		create: () => { throw new Error('se intentó crear contentEl') }
 	},
@@ -41,6 +42,7 @@ export const types: { [propName: string]: EditorNode } = {
 		handleEmpty: 'do-nothing',
 		create: () => { throw new Error('se intentó crear br') }
 	},
+	multimedia,
 }
 
 export function getType (node: Element): { typeName: string, type: EditorNode } | null {
@@ -51,6 +53,8 @@ export function getType (node: Element): { typeName: string, type: EditorNode }
 }
 
 export function getValidChildren (node: Element, type: EditorNode): Node[] {
+	if (type.allowedChildren === 'ignore-children')
+		throw new Error('se llamó a getValidChildren con un type que no lo permite!')
 	return [...node.childNodes].filter(n => {
 		// si permite texto y esto es un texto, es válido
 		if (n.nodeType === Node.TEXT_NODE)
diff --git a/app/javascript/editor/types/blocks.ts b/app/javascript/editor/types/blocks.ts
index b3bee4e6..eb57b55d 100644
--- a/app/javascript/editor/types/blocks.ts
+++ b/app/javascript/editor/types/blocks.ts
@@ -6,10 +6,6 @@ import {
 } from 'editor/utils'
 import { EditorNode, getType } from 'editor/types'
 
-// TODO: implementar multimedia como otro tipo! ya que no puede tener children
-// debe ser tratado distinto que los bloques (quizás EditorBlockWithText y
-// EditorBlock o algo así)
-
 export interface EditorBlock extends EditorNode {
 }
 
diff --git a/app/javascript/editor/types/multimedia.ts b/app/javascript/editor/types/multimedia.ts
new file mode 100644
index 00000000..dce00d59
--- /dev/null
+++ b/app/javascript/editor/types/multimedia.ts
@@ -0,0 +1,220 @@
+import { Editor } from 'editor/editor'
+import { EditorNode, getType } from 'editor/types'
+import {
+	safeGetSelection, safeGetRangeAt,
+	markNames, parentBlockNames,
+	setAuxiliaryToolbar,
+} from 'editor/utils'
+
+// TODO: tener ActiveStorage como import así no hacemos hacks
+declare global {
+	const ActiveStorage: any
+}
+
+function uploadFile (file: File): Promise<string> {
+	return new Promise((resolve, reject) => {
+		const upload = new ActiveStorage.DirectUpload(
+			file,
+			origin + '/rails/active_storage/direct_uploads',
+		)
+
+		upload.create((error: any, blob: any) => {
+			if (error) {
+				reject(error)
+			} else {
+				const url = `${origin}/rails/active_storage/blobs/${blob.signed_id}/${blob.filename}`
+				resolve(url)
+			}
+		})
+	})
+}
+
+function getAlt (multimediaInnerEl: HTMLElement): string | null {
+	switch (multimediaInnerEl.tagName) {
+		case 'VIDEO':
+		case 'AUDIO':
+			return multimediaInnerEl.getAttribute('aria-label')
+		case 'IMG':
+			return (multimediaInnerEl as HTMLImageElement).alt
+		case 'IFRAME':
+			return multimediaInnerEl.title
+		default:
+			throw new Error('no pude conseguir el alt')
+	}
+}
+function setAlt (multimediaInnerEl: HTMLElement, value: string): void {
+	switch (multimediaInnerEl.tagName) {
+		case 'VIDEO':
+		case 'AUDIO':
+			multimediaInnerEl.setAttribute('aria-label', value)
+			break
+		case 'IMG':
+			(multimediaInnerEl as HTMLImageElement).alt = value
+			break
+		case 'IFRAME':
+			multimediaInnerEl.title = value
+			break
+		default:
+			throw new Error('no pude setear el alt')
+	}
+}
+
+export const multimedia: EditorNode = {
+	selector: 'figure[data-multimedia]',
+	allowedChildren: 'ignore-children',
+	handleEmpty: 'remove',
+	create: () => {
+		const figureEl = document.createElement('figure')
+		figureEl.dataset.multimedia = ''
+		figureEl.contentEditable = 'false'
+
+		const placeholderEl = document.createElement('p')
+		placeholderEl.dataset.multimediaInner = ''
+		// TODO i18n
+		placeholderEl.append('¡Clickeame para subir un archivo!')
+		figureEl.appendChild(placeholderEl)
+
+		const descriptionEl = document.createElement('figcaption')
+		descriptionEl.contentEditable = 'true'
+		// TODO i18n
+		descriptionEl.append('Escribí acá la descripción del archivo.')
+		figureEl.appendChild(descriptionEl)
+
+		return figureEl
+	},
+	onClick (editor, el) {
+		if (!(el instanceof HTMLElement))
+			throw new Error('oh no')
+		el.dataset.editorSelected = ''
+
+		const innerEl = el.querySelector<HTMLElement>('[data-multimedia-inner]')
+		if (!innerEl) throw new Error('No hay multimedia válida')
+		if (innerEl.tagName !== 'P') 
+			editor.toolbar.auxiliary.multimedia.altEl.value = getAlt(innerEl) || ''
+
+		setAuxiliaryToolbar(editor, editor.toolbar.auxiliary.multimedia.parentEl)
+	},
+}
+function createElementWithFile (url: string, type: string): HTMLElement {
+	if (type.match(/^image\/.+$/)) {
+		const el = document.createElement('img')
+		el.dataset.multimediaInner = ''
+		el.src = url
+		return el
+	} else if (type.match(/^video\/.+$/)) {
+		const el = document.createElement('video')
+		el.controls = true
+		el.dataset.multimediaInner = ''
+		el.src = url
+		return el
+	} else if (type.match(/^audio\/.+$/)) {
+		const el = document.createElement('audio')
+		el.controls = true
+		el.dataset.multimediaInner = ''
+		el.src = url
+		return el
+	} else if (type.match(/^application\/pdf$/)) {
+		const el = document.createElement('iframe')
+		el.dataset.multimediaInner = ''
+		el.src = url
+		return el
+	} else {
+		// TODO: chequear si el archivo es válido antes de subir
+		throw new Error('Tipo de archivo no reconocido')
+	}
+}
+
+export function setupAuxiliaryToolbar (editor: Editor): void {
+	editor.toolbar.auxiliary.multimedia.uploadEl.addEventListener('click', event => {
+		const files = editor.toolbar.auxiliary.multimedia.fileEl.files
+		if (!files) throw new Error('no hay archivos para subir')
+		const file = files[0]
+
+		const selectedEl = editor.contentEl
+			.querySelector<HTMLElement>('figure[data-editor-selected]')
+		if (!selectedEl)
+			throw new Error('No pude encontrar el elemento para setear el archivo')
+
+		selectedEl.dataset.editorLoading = ''
+		uploadFile(file)
+			.then(url => {
+				const innerEl = selectedEl.querySelector('[data-multimedia-inner]')
+				if (!innerEl) throw new Error('No hay multimedia a reemplazar')
+
+				const el = createElementWithFile(url, file.type)
+				setAlt(el, editor.toolbar.auxiliary.multimedia.altEl.value)
+				selectedEl.replaceChild(el, innerEl)
+
+				delete selectedEl.dataset.editorError
+			})
+			.catch(err => {
+				console.error(err)
+				// TODO: mostrar error
+				selectedEl.dataset.editorError = ''
+			})
+			.finally(() => { delete selectedEl.dataset.editorLoading })
+	})
+
+	editor.toolbar.auxiliary.multimedia.removeEl.addEventListener('click', event => {
+		const selectedEl = editor.contentEl
+			.querySelector<HTMLElement>('figure[data-editor-selected]')
+		if (!selectedEl)
+			throw new Error('No pude encontrar el elemento para borrar')
+
+		selectedEl.parentElement?.removeChild(selectedEl)
+		setAuxiliaryToolbar(editor, null)
+	})
+
+	editor.toolbar.auxiliary.multimedia.altEl.addEventListener('input', event => {
+		const selectedEl = editor.contentEl
+			.querySelector<HTMLAnchorElement>('figure[data-editor-selected]')
+		if (!selectedEl)
+			throw new Error('No pude encontrar el multimedia para setear el alt')
+
+		const innerEl = selectedEl.querySelector<HTMLElement>('[data-multimedia-inner]')
+		if (!innerEl) throw new Error('No hay multimedia a para setear el alt')
+
+		setAlt(innerEl, editor.toolbar.auxiliary.multimedia.altEl.value)
+	})
+	editor.toolbar.auxiliary.multimedia.altEl.addEventListener('keydown', event => {
+		if (event.keyCode == 13) event.preventDefault()
+	})
+}
+
+export function setupButtons (editor: Editor): void {
+	const buttonEl = editor.toolbarEl.querySelector('[data-editor-button="multimedia"]')
+	if (!buttonEl) throw new Error('No encontre el botón de multimedia')
+	buttonEl.addEventListener('click', event => {
+		event.preventDefault()
+
+		const sel = safeGetSelection(editor)
+		if (!sel) return
+		const range = safeGetRangeAt(sel)
+		if (!range) return
+
+		let blockEl = sel.anchorNode
+		while (true) {
+			if (!blockEl) throw new Error('WTF')
+			if (!blockEl.parentElement) throw new Error('No pude encontrar contentEl!') 
+
+			let type = getType(blockEl.parentElement)
+			if (!type) throw new Error('La selección está en algo que no es un type!')
+
+			if (type.typeName === 'contentEl'
+				|| parentBlockNames.includes(type.typeName)
+			) break
+
+			blockEl = blockEl.parentElement
+		}
+		if (!(blockEl instanceof Element))
+			throw new Error('La selección no está en un elemento!')
+
+		const parentEl = blockEl.parentElement
+		if (!parentEl) throw new Error('Inesperado')
+
+		const el = multimedia.create(editor)
+		parentEl.insertBefore(el, blockEl.nextElementSibling)
+
+		return false
+	})
+}
diff --git a/app/javascript/editor/types/parentBlocks.ts b/app/javascript/editor/types/parentBlocks.ts
index 346ac3b0..9f780424 100644
--- a/app/javascript/editor/types/parentBlocks.ts
+++ b/app/javascript/editor/types/parentBlocks.ts
@@ -9,7 +9,7 @@ import { EditorNode, getType } from 'editor/types'
 function makeParentBlock (tag: string, create: EditorNode["create"]): EditorNode {
 	return {
 		selector: tag,
-		allowedChildren: blockNames,
+		allowedChildren: [...blockNames, 'multimedia'],
 		handleEmpty: 'remove',
 		create,
 	}
diff --git a/app/views/posts/attributes/_content.haml b/app/views/posts/attributes/_content.haml
index 08cd8a58..b35e2745 100644
--- a/app/views/posts/attributes/_content.haml
+++ b/app/views/posts/attributes/_content.haml
@@ -15,26 +15,26 @@
 
     .editor-toolbar
       .editor-primary-toolbar.scrollbar-black
-        %button.btn{ data: { editor: { button: 'mark-bold' } } }= t('editor.bold')
-        %button.btn{ data: { editor: { button: 'mark-italic' } } }= t('editor.italic')
-        %button.btn{ data: { editor: { button: 'mark-deleted' } } }= t('editor.deleted')
-        %button.btn{ data: { editor: { button: 'mark-underline' } } }= t('editor.underline')
-        %button.btn{ data: { editor: { button: 'mark-super' } } }= t('editor.super')
-        %button.btn{ data: { editor: { button: 'mark-sub' } } }= t('editor.sub')
-        %button.btn{ data: { editor: { button: 'mark-mark' } } }= t('editor.mark')
-        %button.btn{ data: { editor: { button: 'mark-link' } } }= t('editor.link')
-        %button.btn{ data: { editor: { button: 'block-h1' } } }= t('editor.h1')
-        %button.btn{ data: { editor: { button: 'block-h2' } } }= t('editor.h2')
-        %button.btn{ data: { editor: { button: 'block-h3' } } }= t('editor.h3')
-        %button.btn{ data: { editor: { button: 'block-h4' } } }= t('editor.h4')
-        %button.btn{ data: { editor: { button: 'block-h5' } } }= t('editor.h5')
-        %button.btn{ data: { editor: { button: 'block-h6' } } }= t('editor.h6')
-        %button.btn{ data: { editor: { button: 'block-unordered_list' } } }= t('editor.ul')
-        %button.btn{ data: { editor: { button: 'block-ordered_list' } } }= t('editor.ol')
-        %button.btn{ data: { editor: { button: 'parentBlock-left' } } }= t('editor.left')
-        %button.btn{ data: { editor: { button: 'parentBlock-center' } } }= t('editor.center')
-        %button.btn{ data: { editor: { button: 'parentBlock-right' } } }= t('editor.right')
-        -#%button.btn{ data: { editor: { button: 'multimedia' } } }= t('editor.multimedia')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-bold' } } }= t('editor.bold')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-italic' } } }= t('editor.italic')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-deleted' } } }= t('editor.deleted')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-underline' } } }= t('editor.underline')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-super' } } }= t('editor.super')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-sub' } } }= t('editor.sub')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-mark' } } }= t('editor.mark')
+        %button.btn{ type: 'button', data: { editor: { button: 'mark-link' } } }= t('editor.link')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-h1' } } }= t('editor.h1')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-h2' } } }= t('editor.h2')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-h3' } } }= t('editor.h3')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-h4' } } }= t('editor.h4')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-h5' } } }= t('editor.h5')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-h6' } } }= t('editor.h6')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-unordered_list' } } }= t('editor.ul')
+        %button.btn{ type: 'button', data: { editor: { button: 'block-ordered_list' } } }= t('editor.ol')
+        %button.btn{ type: 'button', data: { editor: { button: 'parentBlock-left' } } }= t('editor.left')
+        %button.btn{ type: 'button', data: { editor: { button: 'parentBlock-center' } } }= t('editor.center')
+        %button.btn{ type: 'button', data: { editor: { button: 'parentBlock-right' } } }= t('editor.right')
+        %button.btn{ type: 'button', data: { editor: { button: 'multimedia' } } }= t('editor.multimedia')
 
       -#
         HAML cringe
@@ -45,15 +45,15 @@
           %input.form-control{ type: 'color', name: 'mark-color' }/
 
         %div{ data: { editor: { auxiliary: 'multimedia' } } }
-          .row
-            .col-12.col-lg.form-group.d-flex.align-items-end
-              .custom-file
-                %input.custom-file-input{ type: 'file', name: 'multimedia-file' }/
-                %label.custom-file-label{ for: 'multimedia-file' }= t('editor.file.multimedia')
-              %button.btn{ type: 'button', name: 'multimedia-file-upload' }= t('editor.file.multimedia-upload')
-            .col-12.col-lg.form-group
-              %label{ for: 'multimedia-alt' }= t('editor.description')
-              %input.form-control{ type: 'text', name: 'multimedia-alt' }/
+          .col-12.col-lg.form-group.d-flex.align-items-end
+            .custom-file
+              %input.custom-file-input{ type: 'file', name: 'multimedia-file' }/
+              %label.custom-file-label{ for: 'multimedia-file' }= t('editor.file.multimedia')
+            %button.btn{ type: 'button', name: 'multimedia-file-upload' }= t('editor.file.multimedia-upload')
+          .col-12.col-lg.form-group
+            %label{ for: 'multimedia-alt' }= t('editor.description')
+            %input.form-control{ type: 'text', name: 'multimedia-alt' }/
+          %button.btn{ type: 'button', name: 'multimedia-remove' }= t('editor.file.multimedia-remove')
 
         .form-group{ data: { editor: { auxiliary: 'link' } } }
           %label{ for: 'link-url' }= t('editor.url')