I have always been drawn to the "why" behind the "what." Why do we trust certain brands? Why do we express ourselves the way we do? Why do we stay in places that make us feel seen?

My experience at the Minnesota Department of Human Services and Urban Ventures taught me that the answer is usually connection. Whether it is keeping employees engaged or serving a community, I learned that people just want to be understood. I take that lesson into every campaign I build.

I approach strategy with the mind of a researcher and the heart of a creative. I am obsessed with the details because I believe that is where the story actually lives. It’s in the packaging of a product, the notes in a perfume, or the stitching on a garment.

I am a senior at the University of Minnesota building a path toward creative leadership. I want to create work that isn't just content, but something that actually resonates with the person on the other side of the screen.