“The Edit” for Havas Chicago

When my company decided to revamp their trend report, there was one person they knew they wanted to tap in. I stepped into the role with a vision to reimagine what once was a collection of sad, sans-serif bullet-points into an interactive, vibrant form of media for our clients and top execs.

On a weekly basis, I researched the most captivating trends across social media, from luxury saunas as a form of socialization in an era of loneliness to the rise of “detour destinations” for the modern traveler.

Each week began with reading every piece of cultural fodder I could get my hands on, from oddly specific Substacks to the hundredth comment down on a Reddit thread or Instagram post. I then determined which topics were most timely and thought-provoking before writing and designing my newsletter. The last step was writing, filming and editing a 2-3 minute video teasing the week’s topics.

The best part? Becoming so immersed in the world of ads and online culture that I had my finger on the pulse of our consumer society. What once was a question of “what are people talking about?” became: “what are they about to be talking about?”