Luis Gerard is a Puerto Rican-born commercial director whose work spans global brands including Nike, Mercedes, Volkswagen, Heineken, Budweiser, Gatorade, Ikea, McDonald's, and American Express. His advertising has earned recognition at Cannes Lions, D&AD, One Show, Clio Awards, and London International Awards, with campaigns for agencies including Wieden+Kennedy, BBH, Saatchi & Saatchi, BBDO New York, and TBWA Toronto. Notable spots include the Ponds "Power of Gold" epic, the Trident "Sniper" thriller (which he co-wrote), and the touching Stride "Heirloom" (which he wrote). In 2023, Gerard directed "The Rhythm of the Island" for American Express featuring Lin-Manuel Miranda, showcasing his connection to Puerto Rican culture. During the COVID-19 pandemic, he created a documentary-style series for Banco Popular, filming stories of resilience in Mexico, Moscow, and Mumbai with DPs Alejandro Martinez and Nikita Gorodnichenko. Gerard's narrative work includes directing second unit for Netflix's Hustle starring Adam Sandler (2022) and writing-directing-producing The Wake, a short film addressing gun violence that qualified for 96th Academy Awards consideration after winning Best Live Action at multiple Oscar-qualifying festivals. He began his career at age twenty after his first 35mm black-and-white silent short competed at Venice Film Festival as one of twelve official selections, launching a decades-long practice of visual storytelling rooted in his father's arthouse theater in San Juan.