Creative Strategist
For as long as I can remember, I have been the “ideas” friend. People come to me if they have to think of a new product for a class, need opinions about which typeface to use for a brand refresh, how to execute an influencer marketing campaign, what to caption their perfectly curated photodump on Instagram, or (my personal favorite) need advice about which viral TikTok sounds to use. At first, I thought the people coming to me wanted my opinion as a friend, but I quickly realized my opinion had value because of my creative talents.
In college, I explored my creativity and found that my abilities are multifaceted. I don't call myself a "graphic designer" or "photographer," not because I lack these skills, but because the titles are limiting. I am a creative - someone whose creativity manifests in a variety of outlets.
Feel free to listen to the playlist I’ve curated with some of my favorite songs while you peruse, read, and scroll :)
full-service, student-run agency for businesses and non-profits in LA
-
TMG is a full-service, student-run agency for businesses and non-profits in LA. Fall is pitch season (where the strategy is developed) and spring is production season (where the developed strategy is executed).
TMG is comprised of a multi-hyphenate bunch who are diverse in ability, fluent in digital dialect, and hungry to leave their mark. TMG uses a mix of stellar insights, unparalleled strategy, and a refined production process to make stories come alive.
-
Creative Strategists utilize data-based insights to drive the creative spark behind campaigns. They focus their efforts on conveying a comprehensive story that not only has qualitative support but also has a clear purpose. From leading ideation sessions to drawing artistic inspiration from the world around them, creative strategists bring ideas to life in thoughtful and engaging ways.
-
Smorgasburg LA: Smorgasburg operates the largest open air food markets in the country. Their LA location approached TMG wanting to (1) unify vendors under the Smorgasburg umbrella and (2) raise awareness for their role as a launchpad for small businesses. The solution was a 3-part campaign entitled “Room for More.” After intensive research, consumer insights, and social listening, the account realized attendees had "Room for More" Expression, Community, and Discovery. This manifested in updating merchandise so attendees could represent their favorite food market, a TikTok series interviewing vendors to showcase the community of vendors Smorgasburg houses, and an immersive digital map to encourage attendees to discover new experiences.
YATÉ: YATÉ is a sparkling yerba mate beverage made with clean ingredients, low sugar, and high caffeine. As a young brand, the clients wanted help increasing awareness among college-aged students. Capitalizing on the brand’s tie to music, the account organized the “All Natural, All Night” event for USC students highlighting local DJs and of course, YATÉ products. From creating digital assets promoting the event, organizing a YATÉ-inspired drink menu, and putting together a recap video of the night, TMG wanted attendees to walk alway with YATÉ top of mind.
Erewhon: As a short-term client, a selective group of TMG assisted the Erewhon Marketing team in ideating social media assets to promote the brand's commitment to quality ingredients and organic sourcing.
This is a side, yet constant, project of mine that allows me to share the creative acts I engage in daily. I created the account out of a desire to “flex” my creative muscles regularly. So, in my career when I am asked to develop the perfect tagline for a campaign or draft a creative brief, I am already in the creative mindset.
Whether I’m posting about a brand collaboration I find really exciting (i.e. GAP x Doen), sharing a consumer insights substack I love reading (i.e. PEOPLE BRANDS & THINGS), or sharing my film photos (see below!), this account serves as documentation of all my creative endeavors. It’s important to note that this account is not perfectly polished or home to fully developed ideas, but rather a safe space that allows me to figure things out because, to me, creativity is meant to be a continual work in progress (hence the name).
Film Photography
