Luis Gerard

Luis Gerard spent much of his youth in the projection room of his grandparents’ art house cinema, where he learned to operate film equipment and developed a deep appreciation for independent film.

While studying at the University of Puerto Rico, he created his first breakthrough project—a 35mm black-and-white silent short that became a finalist at the Venice Film Festival. Since then, he has brought his distinctive cinematic voice to collaborations with leading agencies including Wieden+Kennedy, BBH, Saatchi & Saatchi, BBDO New York, and TBWA Toronto.

Luis has directed campaigns for major global brands such as Volkswagen, Nike, Mercedes-Benz, Bud Light, IKEA, McDonald’s, Chrysler, and AXE. His work has earned numerous international awards, including recognition at Cannes, the London International Awards, New York Film Festival, Clio Awards, the Gunn Report, and Shots Magazine.