Evolving with social trends

The creative industry moves at lightning speed, and nowhere is that clearer than on platforms like Instagram. I was reading a thread recently that really hit home: strategies that worked just a couple of years ago now fall flat, while authenticity and intentionality have taken center stage. It reminded me that part of being a creative today isn’t just about design or storytelling, it’s about staying flexible and adapting how we share those stories.

The old “growth hacks” (posting 10x a day, sharing lists) don’t create real engagement anymore. People want fewer and better posts that feel human and relatable. They want to see behind the scenes, hear about mistakes and wins, and connect with the person behind the campaign. As someone who’s spent years building bilingual and multicultural campaigns, this resonates deeply with me. Audiences value honesty and cultural authenticity far more than volume or trends.

For me this change is truly fulfilling. Showing process sketches, sharing lessons learned from a campaign that almost didn’t work, or talking about experiments with new tools like generative AI are opportunities to connect with people on a human level. The industry is evolving, keeping curiosity at the core to turn it into meaningful, lasting connections is key.

Navigating AI in Advertising

The rise of AI has been one of the most fascinating and challenging shifts in the creative industry. Suddenly, we have tools that can generate visuals, brainstorm copy, and speed up workflows that used to take hours. For me, the real excitement isn’t about replacing creativity, but about expanding what’s possible. AI has become a kind of creative partner, helping me explore concepts faster, test directions, and push ideas further than I could alone.

But with every new tool comes responsibility. In advertising, it’s not enough to use AI just because it’s “cool” or efficient. I’ve made it a point to stay current on copyright laws, ensuring that any AI-generated assets I use are original, licensed properly, and applied in ways that respect creators’ rights. Ethical design matters to me. If a campaign is built to inspire trust, then the process behind it needs to be just as trustworthy.

I see AI as another chapter in the ongoing evolution of our field, similar to when digital design transformed print or when social media reshaped advertising. The key is staying curious, staying informed, and always keeping the human element at the core. After all, technology may assist with ideas, but it’s people’s stories, struggles, and triumphs that give those ideas purpose.

From doodles to campaigns

I’ve always been drawn to creativity—the kind that starts with a blank page and becomes something people can connect with. My early days in design were filled with experimentation: print layouts, photography, and branding projects that taught me how every detail matters. It was the beginning of my journey into understanding how visuals aren’t just “pretty,” but powerful tools for communication.

Over the years, I’ve covered creating for small businesses to leading large-scale campaigns for national brands. Each step gave me a bigger canvas to paint on, and with it, the responsibility to make sure the work wasn’t just visually appealing, but purposeful.

That curiosity and drive to keep learning is still with me today. The industry has changed drastically—social media, digital-first campaigns, AI—and I’ve grown right along with it, always looking for ways to bring authenticity and heart into the work.

Early work.

Learning the power of storytelling

One of the biggest lessons in my career has been that design is about more than fonts and colors, it’s about storytelling. Working on campaigns like kid’s behavioral-coaching and anti-Vaping, I saw firsthand how creativity can change behavior, build trust, and spark action.

Those projects weren’t just about visuals, but about understanding audiences. Being bilingual and bicultural gave me an advantage, I can ensure campaigns speak to people in ways that feel real, not just like direct translations. That balance between authenticity and creativity has become one of my strengths.

Every project I take on, whether it’s an ad campaign, experiential event, or digital launch, starts with the same question: “What story are we telling, and how will people connect with it?”

Storytelling for good.

Embracing What’s Next

The creative industry is constantly evolving, and I’ve learned to embrace that change instead of fearing it. From the rise of social media marketing to the possibilities of generative AI, every shift brings new ways to tell stories and connect with audiences.

I’ve integrated these tools into my process, not as shortcuts, but as ways to expand creativity. For me, it’s about staying curious, experimenting with what’s new while keeping human connection at the center of everything I design.

Looking forward, I’m excited about what’s next. Whether it’s leading campaigns, diving into strategy, or exploring creative tech, my focus will always be on building work that resonates, inspires, and leaves a mark.

This is what ChatGPT says my Korean Jindo puppy would look like if she was a human.