The Work That Made Me: Elliot Gerard

With a Masters Degree from The Pratt Institute, Elliot has over 17 years of experience in the creative industry, leading the development of award-winning campaigns for numerous brands and media outlets, such as ESPN, Nike, and AT&T.

His expertise in professional sports has been recognised by major publications such as NBC, CBS, Bleacher Report, Sports Illustrated, The Boston Globe, and The Washington Post. Throughout his career, Elliot has had the opportunity to work with some of the most influential athletes in the world.

He attributes his success to the support and inspiration from his wife and two children.

The ad/music video from my childhood that stays with me…

Elliot> Apple's advertising campaigns have consistently been an inspiration for me, ranging from the iconic 1984 Super Bowl Ad directed by Ridley Scott to the iPod silhouette campaign of the early 2000’s. Their best ads transcend the realm of typical marketing and instead, resemble works of pop art or classic films. 

The ad/music video/game/web platform that made me want to get into the industry…

Elliot> Spike Jonze's creative work has been a significant influence on me. His music videos consistently showcased strong, innovative concepts, pushing the boundaries of creativity with each project. For instance, in the music video for Pharcyde's "Drop," he ingeniously had the group perform the song in reverse, creating the illusion that everything else was moving backwards as they moved forwards. Additionally, his ability to represent Notorious B.I.G. with children in the video for "The Sky's The Limit," following the rapper's passing, demonstrated his unique artistic vision. In my thesis at Pratt, I delved into the impact of music video directors on pop culture, this exploration still resonates with me today.

The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting…

Elliot> My grandparents both had careers in the film industry and exposed me to classic movies throughout my childhood. One figure who particularly stood out to me was Saul Bass, a renowned title and poster designer. His contributions to films such as Vertigo, Seconds, Casino, and numerous others elevated the storytelling through static and motion graphics, introducing a whole new dimension to each film he collaborated on. 

My first professional project…

Elliot> I don't recall my initial professional project, but my significant career milestone came when I had the opportunity to collaborate with ESPN. I take pride in the way I nurtured this client relationship through dedication and proactive efforts. My work with ESPN opened doors to various other professional connections, including my future business partner, Jonah Ballow, who initially became my client during his time with the Knicks. Our collaboration was so fruitful that we eventually became business partners.

The piece of work (ad/music video/ platform…) that made me so angry that I vowed to never make anything like *that*…

Elliot> I am not someone who takes shots at fellow marketers, but I hate what has happened to Twitter. It feels like a beautiful brand was killed or "X"ed out , and a platform that, despite its flaws, had been a useful tool for society, has been burnt to the ground.

The piece of work (ad/music video/ platform…) that still makes me jealous…

Elliot> I wouldn't describe it as jealousy, but I truly admire the approach of Stefan Sagmeister, a fellow Pratt alumnus, who embraces the philosophy of temporarily closing down his agency every seven years to embark on a lengthy sabbatical. During these breaks, he passionately explores new avenues of creativity, and the books he produces during these periods are nothing short of remarkable.

The creative project that changed my career…

Elliot> I designed a piece of artwork to commemorate LeBron James' first championship victory with the Cleveland Cavaliers, and it was featured in a Sports' Illustrated blog. The following season, LeBron found the piece and incorporated it into his yearly "Zero Dark 30" post, marking the start of his NBA playoff blackout. This image garnered significant media coverage and opened the door to exciting opportunities, including new collaborations with prestigious clients such as Bleacher Report, Sports Illustrated, Uninterrupted, and even the Cleveland Cavaliers, who commissioned me to craft a mural for the NBA Finals.

The work that I’m proudest of…

Elliot> We Launched Heartlent Group with the "Hoopers Vote" campaign, a collaborative effort with Rock The Vote to engage basketball enthusiasts and inspire them to participate in the 2020 election. This project garnered participation from more than 400 influencers, including esteemed NBA and WNBA Hall of Famers, current all-stars, and prominent media figures from ESPN, Turner, and NBA TV. Notably, organisations such as the NBPA, WNBPA, NRBPA, UTA, Turner Sports and educational institutions like Duke University actively joined the cause. The campaign received recognition with over 20 awards and even led to collaboration with the Biden campaign. What fills me with the greatest pride is knowing that our campaign had a meaningful impact on an exceptionally crucial election.

I was involved in this and it makes me cringe…

Elliot> There was one particular RFP that stands out as the moment that shook my conviction in the industry. At that time, I was employed at a larger agency, and we were in the process of pitching a vaping brand from a cigarette company on strategies to engage a "younger demographic." As a father of two, this project left me feeling deeply unsettled. It was a pivotal moment that ultimately drove me to establish our agency, one that is dedicated to pursuing causes we wholeheartedly believe in, such as promoting voting, advocating for social justice, and empowering women. Our agency bears the name "Heartlent," which is a fusion of "Heart" and "Talent," with an unwavering emphasis on infusing genuine "Heart" into every piece of work we create.

The recent project I was involved in that excited me the most…

Elliot> Heartlent Group has proudly collaborated with the NFL Players Association for the past three years on their Community MVP programme. Throughout each year, we've consistently injected fresh creativity into the season-long campaign and pushed the campaign to even loftier heights. In the previous year, we played a pivotal role in extending the campaign to Arizona for the Super Bowl, facilitating activations for both the NFLPA and Uninterrupted. As we look ahead to Vegas, we're eagerly anticipating the opportunity to further expand and enhance the campaign's impact.