As a child, senior Niamh Grunfeld always found interest in drawing and creating school projects.  Grunfeld ultimately developed a knack for formulating the ideas behind projects.  By the end of her sophomore year, Grunfeld began to piece together ideas of ads and sketch them onto pieces of paper.  From this, her great love of advertising was born.

After hard work and practice, Grunfeld enrolled in an extensive summer program, Brand Camp, at the Pasadena Art Center College of Design, where her hobby for advertising turned into a possible future career.

“I love the fact that advertising is a practical art; I get to use my creativity for a purpose,” said Grunfeld.  “I am so lucky that I found a hobby that I love to do and that can be my career at the same time.”

Whether Grunfeld is creating an advertisement for a clothing brand or furniture piece, the concept of the ad remains the same.  Advertising consists of two different styles: business and marketing advertising, and creative advertising.  Grunfeld prefers the creative style of advertising, which involves constructing the message of a product and giving the product a new purpose or style by changing its image.  To alter a product’s image, Grunfeld changes the product’s logo, comes up with a tagline and includes an image to go along with the tagline.  Grunfeld begins the process by defining the target object and listing key words that describe what the object portrays.  Lastly, she transfers her sketch to a computer where she uses Photoshop to work on the graphic design.

“When I am coming up with an idea, I start to think of basic questions about the product, but once I get really into it, I get a rush of excitement,” said Grunfeld.  “I love the feeling I get when I have a breakthrough idea on the product I am working on; there is no better feeling than being successful.”

Grunfeld has put together ideas for reinvented advertisements for Converse and Cadillac.  Recently accepted to the Pasadena Art Center’s advertising program, Grunfeld plans on majoring in advertising with the hope of becoming a creative director for a top advertising firm such as Wieden and Kennedy, which currently produces top quality work for high-end companies such as Coca Cola and Old Spice.