RPA Creative Leader Jason Sperling Departs Agency for Facebook

He joins the social network's Reality Labs as executive creative director

jason sperling
Jason Sperling is joining Facebook's Oculus practice as ecd. Facebook

Jason Sperling, one of the bright lights of the Los Angeles agency creative community, is leaving indie RPA after 10 years. He is stepping into the role of executive creative director for Reality Labs at Facebook, the social network’s practice for Oculus, Portal, Spark AR and more.

“We are excited to have Jason join [the] team,” said Josh Higgins, CCO of Facebook Reality Labs. “We have some inspiring things on the horizon and looking forward to the impact Jason will have with his leadership and craft.”

A well-known creative leader, he leaves his post as RPA’s chief of creative development with an exceptional body of work, especially for Honda, including a lauded Super Bowl spot featuring Steve Carell, Viola Davis, Tina Fey and Jimmy Kimmel.

“Jason has been my partner, friend and an appreciated member of the RPA team for the last 10 years. I am proud of the amazing collection of work we’ve done together for Honda and several pro-bono clients,” said Joe Baratelli, RPA’s evp and CCO. “We’ll miss his dedication and sometimes unbridled enthusiasm to make all the work be the best it can be. And we wish him the very best in this next chapter of his career.”

One particular project of note that Sperling led was a multiple award-winning campaign for the Imaginary Friend Society for the Pediatric Brain Tumor Foundation. The original 2017 work launched with 20 animated films that explored cancer-related topics, helping kids navigate the challenges of treatment. Sperling leaned on a team of animators, music and sound design partners to bring the concept to life and, in 2018, the agency created an AR experience to extend the idea.

“This colossal project was an absolute labor of love, worth the enormous effort it took to make it happen,” Sperling told Adweek at the campaign’s launch. “To make these terrifying experiences a little easier for kids dealing with cancer, and to bring smiles to their faces during a truly difficult time, makes it all worth it.”

Before his decade at RPA, Sperling spent over six years at TBWA, almost two at TBWA\Chiat\Day and over four years at TBWA\Media Arts Lab (MAL). At MAL, he led creative for some of the most iconic advertising in Apple’s history, including the “Mac vs. PC” campaign featuring John Hodgman and Justin Long.

Sperling also launched a book in 2015. Look at Me When I’m Talking to You is a visionary look at how brands can foster loyalty among a scattered consumer base in an attention-short world. Launching the book page-by-page on Instagram, Sperling called it more of a passion project than anything else.

“I never assumed a niche marketing book would earn me a Scrooge McDuck money pool,” Sperling told Adweek in 2015. “It was more of an itch I needed to scratch. And it was more important to me that people read it than it was to write it and have it sit on sub-page 17 of an ebook store.”

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.