Editors Note: Reel Chicago’s The Reel Black List isn’t just about February—it’s about honoring the Black creatives, leaders, and visionaries who shape Chicago’s film, TV, advertising, music, and media industries year-round. At a time when DEI initiatives face increasing challenges, it’s more important than ever to acknowledge and amplify the voices making an impact. For the next 29 days, we’ll celebrate the incredible contributions of Black professionals across the city. But let’s be clear—Black excellence isn’t just a moment. It’s a movement. It’s 365. Today, meet award-winning creative director, Terrence Burrell.
Terrence is a writer, creative problem solver, strategic thinker, leader, and mentor. As an award-winning, multicultural expert with over twenty years of creative marketing and advertising experience, he understands the importance of creative storytelling that’s emotional and motivating while also achieving business objectives. Terrence has worked with national advertisers such as The AD Council, Allstate, California State Lottery, Coca-Cola, Comcast, Google, Honda, McDonald’s, P&G, Toyota, Verizon, Walmart, and others.
While working with these brands, Terrence has provided creative, strategic solutions that have helped them meet a variety of business objectives and keep them the household names they are. Additionally, Terrence’s extensive knowledge of Black culture has been significant, with brands being successful with AA consumers and the general market consumers since Black culture leads.
Terrence has served on several creative juries, including The ANAs, The One Show, The Radio Mercury Awards, The Mobius Awards, and more. In addition, as a Co-Tutor for the One Club’s Chicago chapter of the One School Portfolio program, he’s reaching back to lift the next generation of Black and multicultural creatives. Beyond the One School, Terrence’s mentorship extends to marketing and advertising students at his alma mater, Bradley University, in Peoria, Illinois.
An avid Science/Sci-Fi geek and DIYer, Terrence spends his free time reading, traveling with friends and family, starting and mostly finishing random DIY projects around the home, and looking up at the stars.
Let’s meet Terrence!
What’s your Origin Story?
When a man and a woman love each other, they… wait too far back.
My advertising origin story. My journey started, like many in my generation, with TV. Darren Stevens from Bewitched caught my attention. I didn’t fully get his job, but I loved his clever ideas and the constant pressure—it seemed fun in a weird way. Then jingles hooked me, and I was soon critiquing commercials with high school friends. I was an early ad geek.
In high school, an aptitude test said I should try sales, art, and communication—apparently, I listened. In college, I let a counselor talk me into Business Marketing instead of Advertising. That experiment ended after one semester of Financial Something-or-Other. I quickly went back to the creative side.
Unfortunately, my first portfolio wasn’t great. So, I took temp receptionist gigs at creative departments in DDB and other Chicago agencies. That was my break. I improved my book with help from Geoff Edwards, Colin Costello, Harold Woodridge, and others – this was my first Portfolio School.
The big moment came when Bob Scarpelli, DDB’s CCO, reviewed my book and asked, “Ever thought about going back to school?” Damn Bob. Not what a recent grad wants to hear, but it was the truth. He told me about Portfolio Center and Miami Ad School. So, I worked to get in, saved up, and moved to Atlanta. Two years later, I was back in Chicago.
What did you want to be as a kid?
What I really wanted to be was an astronaut. I wanted to go into space. Still do!
How did you choose your career path?
I didn’t choose the game; the game chose me. But honestly, after working at Burrell, seeing the amazing work on major brands, with culturally relevant campaigns featuring people who looked like me, I was hooked. I feared getting typecast and left for a couple of years. But I soon realized I wanted to use my superpowers to support the culture. So, I stayed.
What’s your creative process like?
Whatever works! I jot down my first thoughts, soak up all the info about the assignment, consumer, and competition, then step away. Not that there’s much time to step away these days, but mowing the lawn or doing something mundane helps my mind piece it together. Then I collaborate—talking with my partner, planners, and the account team. Honestly, anyone – great ideas come from people.
Who inspires you?
Inspiration is everywhere—from Black women leading the charge in small business growth to the creativity of the social media generation. Is anyone out here bettering themselves and making things happen for others? That’s fuel for me.
The most unconventional risk you’ve taken in your career?
Staying in one place for so long. Who does that in this industry? But I loved the work and, more importantly, the people. Looking back, maybe I should’ve moved around more, but someone once told me, “The universe is never out of order. Everything is as it should be.” You just need to figure out your place in it.
When faced with setbacks, what keeps you going?
My ancestors. No matter what I’m dealing with, they dealt with far worse and still got us here. If they could endure that, I can keep pushing.
Your favorite Chicago Dive.
Not sure if I have a favorite dive, especially one that’s still open. Does White Castle count?
List in order of love: Bears, Blackhawks, Bulls, Cubs, White Sox.
I’m not really a fan, so I don’t have a horse in the race. But as a South Sider, let’s just say the Cubs are not my first choice.
What’s on tap for 2025?
I’m looking forward to my next big adventure. 2024 was a carnival—professionally and personally. Time to see what’s next. So, as they say, a closed mouth doesn’t get fed – so hit me up if you need creative thought leadership, copywriting or mentoring.
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