Creative Director,
Brand Strategist and Illustrator

In the wake of attacks on universities from the Trump administration, Princeton has launched a campaign called” Stand Up” to promote its mission and research and broadly make the case for American higher education.

The campaign has successfully launched and gained momentum, mobilizing a significant number of individuals to advocate for higher education and its values. While the ultimate impact remains to be seen, the campaign's early results indicate a strong commitment from the Princeton community to defending and promoting the vital role of universities. As of early May 2025, over 7,200 people had signed up for the Stand-Up newsletter.

Group Creative Director

MTV Upfront refers to the annual presentation where Viacom (now Paramount) showcases MTV's upcoming programming and advertising opportunities to media buyers and advertisers.

MTV has increasingly emphasized its streaming capabilities in recent upfronts. This aligns with the broader industry trend of advertisers shifting budgets towards streaming services.

Art Director

Edelman was tasked with developing a report highlighting Western Union's role in bringing unbanked populations into the formal financial system through remittances. This campaign aimed to position Western Union as a key player supporting the Indian government's financial inclusion agenda.

Western Union became the fastest-growing company on Facebook in the financial services vertical, gaining over 2 million followers and reaching over 1 billion impressions. The campaign won a Diamond SABRE South Asia Award for its effective use of research and planning. 

Art Director

BET Networks announced its upcoming programming slate. Now, more than ever, black culture is powering every area of mainstream from politics and social media to music and fashion. As the #1 Cable Network for African American viewers 18-49 for 17 consecutive years.

With 12 billion annual social impressions, BET has maintained a stronghold in the digital space, leading all major cable networks and ranking #2 out of nearly 230 digital entertainment TV properties for reaching African Americans.

Art Director

The Wall Street Journal launched a luxury lifestyle magazine, WSJ Magazine. WSJ covers the relationship between style and influence through articles on fashion, personal presentation, and marketing initiatives.

Ensured initial and continued success of WSJ by attracting 40+ new luxury advertisers in the launch issue, positioning WSJ as the face of luxury with trade publications and digital media.

Art Director