I’m interested in the part of advertising that happens before the idea.
Why does this matter to people? What’s actually going on in culture? What does a brand have the right to say? And, most importantly, what should we do about it?
I’m Will, a brand strategist with a creative foundation, graduating in May 2027 from UT Austin with a degree in Advertising and minors in Sports Media and Business.
I started in UT’s Texas Creative program as an art director. But through research, briefing, audience analysis, and competitive mapping, I realized I was consistently drawn to solving the problem before jumping to the visual solution. That creative origin gives me a distinct advantage: I don't just write strategy decks; I build strategic frameworks designed to unlock great creative execution.
At Emergent Labs, I applied this hybrid approach across cultural and industry research, turning macro insights into actionable strategic positioning for destination and consumer brands. On campus, I serve as Vice President of Diversity in Advertising & PR (DA&PR), leading initiatives that foster community, mentorship, and equity for emerging advertising talent.
Outside of strategy decks, I’m usually holding a camera. I shoot sports and lifestyle photography, which keeps me observant of human behavior, visual details, and the subtle cultural cues that make brand work feel authentic.
