My favorite types of assets feel less like marketing and more like experiences that people are actively looking to interact with. An example of this was when I turned an event recap for a community project into a "Spotify Wrapped"-style report. Instead of dry data and updates, the data about engagement, participation, and milestones became a personal story delivered through playful visuals, internet humor, and interactive pacing. What should have been a boilerplate summary was something people actually shared and wanted to discuss, because it felt familiar, fun, and resonant.

I am particularly fascinated by designing to the natural flow of consumption on the internet. For another project, I transformed a boilerplate onboarding presentation into an "internet rabbit hole," using meme references, fake search bars, stacked visuals, and surprising transitions to reveal information layer by layer. The idea was that participants would feel like they were uncovering the project for themselves, rather than listening to an info-dump.

The most resonant creative assets also tend to make people feel seen. If I were to build an engaging landing page or creator campaign aimed at Gen Z, I would forgo corporate language and instead lean into interactive storytelling and identifiable internet behaviors-things like "choose your overstimulated character" onboarding flows, hyper-specific microcopy, and visuals that mirror experiences like doomscrolling, productivity spirals, or campus life. Through leading editorial and creative direction for yearbook projects and student orgs, I've honed in on how to use design, storytelling, humor, and audience psychology to create assets that people connect with rather than passively skim.

In terms of trendspotting, I’m always looking at what works on TikTok, Instagram, X, and LinkedIn – and more importantly why. I take note of patterns in hook strategies, editing approaches, audience commentary, and behavior in order to jump on trends before they become overly common. I also observe how specific creators on different platforms – particularly within consumer-tech, startups, and lifestyle – play around with and reimagine them in unexpected ways and how those approaches can be adapted for a brand’s voice and mission. In brainstorming ideas for short-form content, I find it particularly effective to keep "hook libraries" and trend trackers with strong openings, narrative formats, and engaging visual ideas and combine them with knowledge of audience psychology and platform culture to ensure that content resonates with native sensibilities and doesn’t come across as overtly corporate. For instance, I'll consider applying trend structures such as founder POV videos, chaotic intern energy-based trends, campus ambassador narratives, agency-focused behind-the-scenes videos, or quick and choppy AI/productivity content that piggybacks off a timely online discourse. I've also had extensive experience developing leadership, storytelling, audience engagement, and collaboration skills by leading creative projects and teams such as directing editorial strategy for my school’s yearbook and heading community service events.

Through the leadership, research, and operational positions I've held, I have experience in scaling both creative and community based projects. As Culture Editor and Head of the Yearbook Committee for the International School of Milan, I led 8 students and directed their content, editing, and communication efforts to create a publication that resonated with the student body, improving engagement among the student community. As the founder of and lead for the World Cultures club, I was responsible for event programming, discussion-leading, and community engagement to spread awareness about global cultures and build a sense of unity.

Further through my volunteer and research roles, I developed valuable skills in managing operations, communication, and audience engagement. I coordinated scheduling, communication, and tracking with volunteers and patients in health outreach programs to increase participation and enrollment and developed guidebooks to improve program organization. I know how to scale creative endeavors by utilizing storytelling, strategy, organization, and a community-based approach, skills which would apply to building a creative brand and its podcast audience.