Growing up in Puerto Rico, Luis spent his youth in the projection room of his father’s small art house movie theater, where he not only developed the skills to operate the equipment but also earned an appreciation for independent cinema. While studying at the University of Puerto Rico, he shot his first success, a 35mm black-and-white silent short that was an official selection at the prestigious Venice Film Festival.
Branching into advertising, he has brought his powerful cinematic signature to projects for Wieden+Kennedy, BBH, Saatchi & Saatchi, BBDO New York, TBWA Toronto, and more. He has worked on telling stories for brands such as Volkswagen, Nike, Mercedes, Bud Light, Ikea, McDonalds, Chrysler, and Axe, to name a few.
Luis has won numerous international awards, including Cannes, London International Festival, New York Film Festival, Clio Awards, the Gunn Report, and Shots Magazine.
In 2022 Luis Gerard directed the 2nd unit on Netflix’s HUSTLE, starring Adam Sandler, and released his new short film, THE WAKE.
Luis now splits his time between his native Puerto Rico and New York.