Jerry R. Louis

You get points for groceries. Points for gas. Points for the Starbucks drink that already costs seven dollars. Fans were getting rewarded for everything in their life except the thing they actually love. Fanatics changed that with a Town Hall.

A packed convention hall where every kind of football fan showed up to say what they actually want.

Agency: Fanatics Creative Studio
Creative Director Copy: Jerry R. Louis
Creative Director Art: Cheyanne Luna
Creative Director Art: Matt Walton
Chief Creative Officer: Johnny Dantonio
Director: Max Gutierrez

For decades, Dennis Haysbert has been telling people they’re in good hands.

So naturally, we gave him a new thing to protect: parlays.

To introduce FAIR PLAY MAX, Fanatics’ expanded bet protection, we brought Dennis back to do what Dennis does best, show up when things go wrong and calmly explain why everything’s going to be okay.

Agency: Fanatics Creative Studio
Associate Creative Director Copy: Jerry R. Louis
Creative Director Art: Matteo Catanese
Creative Director Art: Duncan Le Cornu
Chief Creative Officer: Johnny Dantonio

College football isn’t really about one Saturday. It’s about every Saturday that came before it—and the rivalries, relationships and slightly irrational rituals we refuse to let die.

So for Modelo, we celebrated the traditions that make game day, game day.

“Same Time, Next Year” follows two Michigan and Ohio State rivals growing older while their rivalry refuses to. “Texting” follows a father and daughter staying close one game-day text at a time. And “Taste of the Tailgate” celebrates the people doing some of college football’s most important work without ever touching the field: feeding everybody.

Three stories. Three traditions. Plenty of Modelo.

Agency: Grey New York
Associate Creative Director Copy: Jerry R. Louis
Creative Director Copy: Anna Wehr
Creative Director Art: Jackie Moran

Put You On started with a challenge: Nike needed a fresh, unforgettable way to introduce its newest signed athletes before they became household names. We responded with a bold idea, part sports talk show, part sitcom fever dream and Nike was all in.

Starring comedians Emmanuel Hudson, Tyree Elaine, and Klarity, Put You On fused the debate-style antics of First Take with the quirky charm of Malcolm in the Middle, transporting viewers to a ‘90s-style basement where three friends argue over who’s got the best read on the next big athlete. The series flipped athlete intros on their head, delivering Nike talent with personality, storytelling, and cultural flair.

Put You On broke Nike’s YouTube and in-app viewership metrics, leading to an expanded Season 2 with longer episodes and even more personality.

We grew up watching sitcoms in Nikes. So when Nike asked for something new, we gave them something only we could make: their first-ever original sports sitcom.

Creative Director - Gerado Ortiz, Omar Ponce

ACD Writer - Jerry R. Louis, Dom Cooper

Junior Writer - Siddiq Cornish

Art Direction - Alexa Lopez

What’s better than Livvy Dunne?

Apparently, nine more Livvy Dunnes.

For the tournament, Fanatics Sportsbook was giving fans 10 profit boosts every game day. So instead of explaining what “10x more rewarding” means, we did the responsible thing and made 10 Livvys.

Sometimes advertising really is that simple.

Agency: Fanatics Creative Studio
Associate Creative Director Copy: Jerry R. Louis
Creative Director Art: Matteo Catanese
Creative Director Art: Duncan Le Cornu
Chief Creative Officer: Johnny Dantonio

Creative Director: Monty Pera

Art Director: Devin Baker

The Mr. Pibb work was built around a simple cultural truth: some brands don’t need to reinvent themselves, they just need to remember who they are. Mr. Pibb has always existed slightly off to the side of the mainstream, and that outsider energy is exactly what makes it matter.

Instead of forcing relevance, we leaned into Pibb’s quiet, self-aware confidence. The campaign embraced dry humor, minimal explanation, and a tone that trusted the audience to get the joke. No hard sell. No trying to compete with the loudest voice in the room. Just Pibb, being Pibb.

Agency: X&O
Creative Director Copy: Jerry R. Louis
Creative Director Art: Matt Kalish
Executive Creative Director: Kim Nguyễn 
Chief Creative Officer: Brett Banker
Chief Creative Officer: Eric Segal

Creative Director: Monty Pera

Art Director: Devin Baker

The Off to College campaign was built around a simple insight: going to college is one of the first moments young people get to define their space and style on their own. Amazon wanted to be the go-to destination for that transition.

We answered with a concept that felt part commercial, part coming-of-age story. Starring Complex sneaker expert Joe La Puma and rising comedian Jared Harvin, the spot blends quiet emotion with high-energy humor, as two personalities from very different worlds help a student level up his dorm, his style, and his confidence, all with a few taps on Amazon.

Agency: Complex

Creative Director: Jerry R. Louis
Executive Creative Director: Kwasi Boadi

Producer: Carolyn Pride
Director: Kyle Gaughan
DP: Eric Teti
Cam Op: Sam Cowan
1st AC: Donald Eggert
2nd AC/DIT:  Michael Vassallo
Gaffer: Alex Hart Brown
Grip: Max Garstak
Audio: Ben LeHouillier
Art Department/PD: James Hayden
Talent Lead: Claudia Jean

We’ve always been drawn to the stories behind the music—the quiet moments before the stage lights, the sparks of inspiration, and the nerves that come with creating something personal.

So, when we got the chance to follow independent artists Mystic Marley and Deacon Reese on their journey to release a new song, we knew we had to capture every beat.

In three short pieces, they share the mindset shifts, the balancing acts, and the stories that shaped their work. We even paused for a little fun with trivia before unveiling it all with a live performance.

Creative Director - Jerry R. Louis
Creative Strategist - Kya Quinn

Bundled is a comedic short-form series that brings GEICO’s Home and Auto bundling message to life through the authentic lens of athlete relationships.

The concept: Some things are just better together. From the undeniable bond of WNBA sisters Chiney and Nneka Ogwumike, to the hilarious chemistry of NBA champions Channing Frye and Richard Jefferson, Bundled celebrates iconic duos in sports and life, drawing a clever parallel to GEICO’s own dynamic duo of Home and Auto Insurance.

With a mix of humor, heart, and cultural credibility, Bundled showcases how the right pair can make all the difference, on the court, off the field, and even in your insurance plan.

Creative Director - Yves Laroque

ACD Writer - Jerry Louis

Art Direction - Alexandra Lopez

LOVE IS: UNINTERRUPTED is about raising awareness; it’s about ending homophobic violence and bullying. It’s about empowering and educating allies of LGBTQIA+ youth of color. It’s about Nigel Shelby, who should still be here. It’s about the continued fight for liberation for the entire LGBTQIA+ community, as our liberation is all connected.

VP of Creative: Gaby Goldberg
CD: Kevin Iverson
ACD Writer: Me - Jay Louis
Art Director: Chrxx San Jose
Project Manager: Bella Gonzalez
Strategy Director: Iyana Sarrafieh

Director: Red Gaskell
DP: Will DaRosa
Talent: Megan Rapinoe
Talent: Sue Bird
Talent: Pat Manuel
Talent: Jasolyn Harris

Get Vocal was born from a clear cultural truth: young people, have something to say and they deserve to be heard. In a time of deep political and social division, Sprite wanted to support the next generation in using their voice to drive real change.

Inspired by the spirit of hip-hop and the power of self-expression, we built Get Vocal as more than a campaign, it was a movement. Launched around the U.S. midterm elections, the initiative became a rallying cry for youth to speak out on the issues that mattered most to them: from police brutality and racial injustice to voting rights, wages, and mental health.

We partnered with Instagram, Twitter, BET, and major artists to amplify the message and invite mass participation. The response was overwhelming, thousands of powerful submissions poured in, igniting conversation across platforms and turning a campaign into a cultural moment.

Sprite set out to drive youth engagement at the polls. We gave them a global movement that made getting vocal feel personal—and powerful.

Creative Directors: Jimm Lasser, Caleb Jensen

Art Director: Devin Baker

Agency: BBDO NY

Art Director: Devin Baker
Copywriter: Me

Gymshark wanted more than likes and hashtags—they wanted a genuine connection with the Black community in the US. So, instead of putting influencers front and center, we flipped the script and asked their communities: How much do you love your heroes?

For the Heroes campaign, we celebrated these community leaders—individuals who’ve used sport and education to uplift those around them. Through three powerful videos, we told their personal stories and highlighted the impact they’ve made, all through the lens of the Black community itself.

Creative Director - Jerry R. Louis
Art Director - Joel Ramirez

It's a new era for HBCUs. In this series, former NBA Champion and North Carolina A&T golfer J.R. Smith dives deep into the pride and importance of attending and HBCU and how it’s changed the face of education for many Black Americans

Creative Director - Andy Ferguson

ACD Writer - Jerry Louis