Gerald started his advertising career with Ogilvy NY as part of the original IBM creative team. He helped craft and create multiple global campaigns including the inaugural IBM's e-business and On Demand campaigns that gained recognition from The One Show, Art Directors Club, CA, and Grand Effies. Soon after, he was awarded a spot on the Art Director’s Club’s “Young Guns” list and was profiled in PDN magazine's "30 Under 30" issue. Beyond IBM, Gerald worked on award-winning work for Kodak, Motorola, American Express, and The New York Times while at Ogilvy.
Gerald then settled in at Bartle Bogle Hegarty, where he and his partner crafted the single-most successful campaign in Unilever’s history. The launch of Axe earned both Gold Effie and multiple Cannes Lions for the same campaign—proving that effectiveness and creativity aren’t mutually exclusive. At BBH, Gerald also worked on Levi's, Johnnie Walker, and Unilever brands.
During this time, Gerald was also brought on staff to teach senior design and advertising classes at the Fashion Institute of Technology and Adhouse.
In 2005, Gerald moved to San Francisco as a Group Creative Director at McCann (Agency215), where he oversaw Microsoft on a Global and North American scale, driving the launch of XBOX 360 titles and the re-brand of The Boys and Girls Clubs of America.
In 2010 Gerald had the opportunity to launch his own creative studio, Grand. To date, Grand has partnered with clients such as Whole Foods Market, TOMS, Visa, Google, Microsoft, McAfee and The City of San Francisco. Grand has also helped to launch startups such as Smari Icelandic yogurt, creating differentiated branding that not only garnered design awards and accolades but also led to a highly successful nationwide launch in Whole Foods Market.
In 2014, Grand merged with creative studio JMS to form a full service agency. In the past year, the two companies have grown from 75 to 135 people. Gerald has focused on building out the creative and digital departments, as well as securing and managing new clients including Kendall Jackson wines, the consolidated CA software account, Reuters News service, and Nest.
Gerald's photography has been featured in The New York Times and was selected for inclusion in the American Photography Annual. His advertising and design work has been awarded Cannes Lions, Art Directors Club, D&AD, ANDYs, The Communication Arts Design and Advertising Annuals, The Dieline, and is featured in the permanent collection of the Victoria & Albert Museum in London. He lives in Berkeley, California with his wife and two sons.