By the minneapolis egotist / /

We’re about to share another top young creative hailing from the Twin Cities. Okay, that’s a lie. Abby’s from Michigan. But she really wants to live here. We know, we’re breaking our own rules. 
What’s behind her desire to live here? Well, here’s her take: “Everything is telling me to live in Minneapolis. I see the word ‘Minnesota’ daily, whether on license plates or mindlessly scrolling the Internet. I hear ‘Minneapolis’ everywhere I go—in passing conversations, on TV and the radio. It’s like the universe is pushing me there. Maybe I sound crazy, but I can’t ignore these constant reminders that I need to be there.”

Crazy? Abby doesn’t know crazy. Not until she’s lived through a 5-month Minnesota winter. Anyhow, let’s get on to the real convo and work.

What are your career and creative aspirations? Where, besides Minnesota, do you want to be in five years?

I want to forever be able to adapt my skills. I’m doing great with that right now, but the industry is always changing and I want to continue to keep up with it. In five years, I see myself as the lead creative on a VR campaign for Bitcoin… in space.

Space. That’s a first. So, what led you to where you’re at now?

My brother is in advertising. I was able to job-shadow him and he showed me all of the different departments. I spoke with an art director friend of his who advised me to go to portfolio school, so I did. It was all uphill from there.

If you had to choose, what would you select as your top three favorite projects? 
JCPenney. It’s not the most conceptual project, but it’s where I gained a ton of experience. My first year in the biz I was on three massive productions—two of which were in Spain. Each took about three weeks and we cut around 30 spots. There was a lot of planning and organizing. A true trial by fire, and I succeeded! 

Fairlife. As a new brand, we were excited to create their first TV spot ever! There was a lot of pressure, but the clients were great and fully trusted us. We created two beautiful TV spots and some bonus social content, too.

Merry Maids. This print campaign was done in school. Our instructor gave us the opportunity to redo one of our projects from a previous quarter, and I’m so glad he did. The original execution was so embarrassing and will never resurface. The new version, however, was a ton of fun to make. In it, I used my own hair pulled from my hairbrush, and our copywriter’s creepy hands. When you have no budget and limited resources, you can sometimes come up with the coolest stuff!

Check out the rest of Abby’s work here.



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