Luis can trace his professional roots back to his grandparents' small movie theatre in Puerto Rico. He earned his directorial stripes first in the projection room there and then at college, shooting a black-and-white 35mm short film that earned him a spot at the Venice Film Festival and kicked off his career. Since then he has worked extensively as a commercial director, helming award-winning projects for Havas, Saatchi & Saatchi, Lowe Worldwide, RKCR Y&R and a host of others. As a director, Luis has an amazing ability to turn any concept into a larger-than-life, cinematic event. Most recently, directing the hugely successful campaign for John West through JWT.