Saints of NYC

Luis Gonzalez

Associate Creative Director at Adobe

Adobe logo

How did your education at Flagler College prepare you for your current career and professional journey?

In the creative industry, nothing prepares you quite like hands-on experience, but Flagler College helped foster the drive I already had within myself. 

Luis Gonzalez headshot

The professors and curriculum were shaped by industry professionals with current, relevant experience, so it felt like I was learning directly from the pros. Their advice and guidance were invaluable, and for me, it wasn’t just about what I learned—it was about who I learned it from and the mindset I took away. Whether it was critical thinking, taking big risks, or that life-changing spring break trip to NYC, Flagler provided the foundation for my journey.


What inspired you to move to the New York City metropolitan area (NYC), and how did your journey lead you there?

Luis & (now) wife posing with NYC skyline


My first visit to New York City was during the Spring 2011 New York study abroad trip with Flagler’s art department, and it changed the course of my life. Stepping out of the subway at Herald Square, surrounded by towering buildings, I immediately fell in love with the city’s energy. From galleries and museums to artists’ spaces and the AIGA headquarters, I couldn’t get enough. That experience lit a fire in me, pushing me to refine my work during my senior year and prepare for NYC as my ultimate goal.

After graduation, my girlfriend (now wife) Erica Peters and I kept NYC at the forefront of our plans. By October 2012, we decided to make the leap, booking a one-way ticket for December 27th. On that winter day in 2012, we landed in NYC, ready to begin the journey of a lifetime.
 

What is your current role, and how has working for Adobe in NYC contributed to your professional success?

I am currently an Associate Creative Director at Adobe, working on the Launch Team within the Adobe Creative Brand Studio. In this role, I direct creative efforts for global product launches, including photoshoots, campaigns, and films. From the latest Photoshop features to Adobe Express and Adobe’s AI venture, Firefly, my team works on everything new Adobe brings to the world. I’ve been at Adobe for three years, joining after my previous company, Frame.io, was acquired. 

Behind-the-scenes at Adobe

Working at Adobe is a full-circle moment for me. My journey with design began in high school, creating posters in Adobe InDesign, and my first computer graphics class at Flagler ignited my passion for using tools like Illustrator and Photoshop. Now, I get to tell the story of the very tools that inspired me and continue unlocking creativity for millions worldwide.
 

What advice would you give to Flagler students who are considering starting their careers in NYC?

Do it. If you’re already considering it, now is the time. You don’t need to have everything figured out—just a place to live and the determination to make it work. When Erica and I moved to NYC, we had enough to cover rent for two months, found jobs quickly, and figured things out as we went. Living in New York pushes you to reinvent yourself, build new connections, and grow in ways you can’t imagine. I truly believe everyone should experience living in a city like NYC at some point in their life. It keeps your hand on the pulse of the world and opens you up to endless opportunities. For creatives especially, NYC is the place to be. In the famous words of Professor Patrick Moser, "Far less capable people move to NYC and make it big." So, take the leap. What are you waiting for?
 

Can you describe a turning point in your career that was influenced by living and working in NYC?

A major turning point in my career came when I joined Squarespace's first in-house brand team in February 2014. At the time, Squarespace was a small, relatively unknown tech company. Fast forward to today, and it’s a global design leader recognized for its innovation and mentioned on nearly every podcast. Up until joining, my experience had been in traditional advertising, with a focus on design and branding. At Squarespace, I was thrown into the deep end of art direction for photography and commercial work, starting on my very first day with their inaugural Super Bowl campaign. Over the years, I contributed to five Super Bowl commercials and countless brand photo campaigns, which shaped my skills and confidence as a creative.

Behind-the-scenes Keanu Reeves shot

One unforgettable moment was flying to LA to work on a Super Bowl commercial featuring Keanu Reeves. We showcased his motorcycle company, and I art-directed a scene where he stood on a motorcycle riding 100 mph through the desert. Not only did I contribute to the creative direction, but I also helped design his website for the campaign—a true "pinch me" moment that underscored how far my NYC journey had taken me.
 

How has living in NYC impacted your ability to build and leverage professional networks?

NYC streets from above (shot from Luis)

Living in NYC has been transformative for building and leveraging professional networks. As the epicenter of creativity and innovation, the city offers endless opportunities to connect with award-winning creatives, directors, celebrities, and some of the hardest-working people I’ve ever met. Whether collaborating, emailing, or catching up over a drink, networking in NYC has become second nature—and a crucial part of my professional journey.
 

What are some unexpected challenges you faced when you first moved to NYC, and how did you overcome them?

Moving to NYC right after graduating forced me to grow up quickly. The city is relentless—it’s a grind, and you have to embrace the hustle to keep up. There were late nights, long days, failures, and constant stress, but what makes NYC magical is the sense of collective determination. Everyone is in it together, navigating the challenges for the same dream. Nowhere else offers such proximity to endless opportunities, whether for a fun weekend or a life-changing career move.
 

How do you balance work and personal life in a city as dynamic as NYC?

Gonzalez family photo


Balancing work and personal life in NYC is something everyone juggles, but it often feels more like work-life integration than a strict balance. In the creative industry, colleagues often become close friends and social outings naturally blend with professional connections. 

Early mornings and late evenings are common, but there’s always time to squeeze in a workout, a late dinner reservation, a favorite band’s show in Brooklyn, or a new gallery opening. 

The city’s constant energy creates a collective hustle—whether it’s work, a weekend brunch, or a park hang, there’s always something happening, and that’s part of what makes NYC so beautifully dynamic.
 

What are your favorite aspects of living in NYC, both professionally and personally?

My favorite aspects of living in NYC have evolved over the years, but the constant has always been the city's endless opportunities and experiences. From world-class restaurants to seeing your favorite bands, there’s always something new to explore. My favorite part is the friends we’ve made who have become like family. Every time we return to NYC, we pick up right where we left off—grabbing a bite, a drink, or revisiting our old stomping grounds. 

Luis in NYC cafe

Professionally, NYC is unparalleled. It’s a place where you can truly become whoever you want to be. The access to opportunities is limitless, whether it’s working with renowned brands and agencies or drawing inspiration from the world’s most iconic museums and galleries. For anyone in the creative field, the potential here is endless.
 

How do you stay connected to Flagler College and its community while living in NYC?

The Flagler alumni network has been an integral part of my professional journey, and it ties back to the importance of networking, which I first experienced at Flagler. From classmates in my cohort to professors, I’ve stayed connected and have been able to both lean on and give back to the community over the years. My best friends—Bill, Kyle, Jackson, and Derek—all went to Flagler, and they remain a solid part of my alumni network today. 

The biggest influence, however, has always been the professors. Many of them have become dear friends, and my wife and I have even hosted them at our apartment or my office during their spring break trips to NYC. They were incredible mentors during my time at Flagler, and staying close to them after graduation has been invaluable. Their support and guidance continue to inspire me, and I’m grateful for the lasting relationships Flagler fostered.