Luis Romero, or Lu to his friends, is an award-winning Creative Director and Art Director who believes most brands do not have a creativity problem. They have a clarity problem. The best work does not come from chasing trends or talking louder. It comes from understanding people and saying something real.

With Spanish as his first language and Hispanic culture shaping his upbringing, Lu learned early that perspective changes everything. Seeing the world through more than one lens taught him how to spot insights others miss and how to build ideas that feel honest instead of manufactured.

His work focuses on creating ideas that earn attention rather than demand it. The kind of work people recognize themselves in. For the Foundation to Combat Antisemitism, that meant real-life storytelling that reached more than 50 million people and helped spark a national conversation. For American Family Insurance, it meant shaping the “Protecting Dreams” platform into something emotionally grounded. For DIRECTV, it meant proving that a brand can move seamlessly between comedy and cinematic storytelling without losing its voice.

His work has been recognized by Cannes Lions, D&AD, and the Clios. Awards matter, but they are not the point. The point is creating work people care about, feel, remember, and want to share. Work that leaves a mark.

Lu is currently available for freelance work and open to new opportunities. He's especially energized by challenges that require turning complex problems into simple, human stories that actually connect and move people.