News

With a global upbringing spanning Mumbai, Singapore, and now Brooklyn, Tarinee Rajaramaran, brings a powerful blend of cultural perspective, empathy, and humanity to her work as an Art Director for Edelman, New York. Her work sits at the crossroads of storytelling, design, and psychology, where she crafts ideas that don’t just look good, but mean something. As such, one could say that Tarinee’s superpower is her ability to make creativity feel personal—building stories that resonate, spark conversation, and connect people to brands in unforgettable ways. Learn more about Tarinee’s unique take on being a creative professional in her Featured Creative Q&A below.

Tell us a little bit about yourself. What do you do? How long have you been working as a creative professional?

I’m an Art Director at Edelman New York, where I work across brand, social, and experiential campaigns for clients like Microsoft, Taco Bell, and the Hawai‘i Visitors & Convention Bureau. My work sits at the intersection of storytelling, design, and culture, building ideas that make brands feel more human and move people in meaningful ways.

As an Art Director working for one of the top creative agencies in New York, what does a typical day look like for you?

No two days ever look the same. Some are spent brainstorming and concepting, others are about refining design systems, art directing shoots, or crafting client presentations. Collaboration is at the heart of everything I do, working closely with strategists, writers, and producers to turn insights and data into work that feels real, relevant, and emotionally resonant.

What drew you to do the work that you do now?

Growing up between Mumbai, Singapore, and now Brooklyn, I was immersed in a mix of cultures and stories that shaped how I see the world. That global perspective made me fall in love with storytelling, the kind that bridges differences, sparks emotion, and creates connection. Advertising became the place where I could merge creativity, psychology, and culture to make people feel something real.

Tell us about some creative work that inspire you? Whose work do you admire?

One campaign that inspired me to join this industry is #LikeAGirl by Leo Burnett for Always. It reframed “like a girl” from an insult into a statement of strength, using a simple social experiment to challenge gender stereotypes and spark a global conversation about confidence and representation.

What stood out to me was how it used cultural insight and emotional storytelling to drive genuine change. That balance of empathy, craft, and purpose is what I aspire to in my own work.

You studied fine arts in college and noted that psychology has informed how you approach creativity. Can you speak more about this? How did you mix fine arts and psychology to build a career in advertising?

For me, creativity is rooted in empathy. Psychology helps me understand why people behave the way they do, and art direction helps me translate that understanding into emotion and experience. I’m constantly thinking about how design and ads can make someone feel seen, understood, or inspired, and how small creative choices can shift perception in powerful ways.

What has been the biggest creative challenge in your career to date?

One that stands out is The Reheat with Keith Lee for Microsoft. This project felt like using tech and AI, which are both deeply feared right now, as a bridge. Not just as tools, but as a way to help people reclaim balance and agency in their businesses, and to bring the Black and African American community to the forefront of an important conversation around legacy and technology.

It redefined how people view AI, not as something cold or intimidating, but as something deeply human when applied with purpose.

What most excites you about working in your industry?

The pace of change. Advertising sits at the intersection of culture, creativity, and technology, and it keeps evolving every single day. I love that every brief is an opportunity to challenge assumptions, rethink how stories are told, and create something that connects with people in a genuine way.

You’ve won several awards over the past few years. including a PRWeek award in 2025 and a Creative Conscience Award in 2024. Which has been the most meaningful to you and why?

The PRWeek Award for The Reheat with Keith Lee meant the most to me because it recognized creativity that had real-world impact. Awards are special, but the ones that celebrate work making a difference for people and communities mean the most.

Everyone needs time out. What do you do in your spare time to help re-energize your creative side?

I love exploring art museums, DIA Beacon is a favorite—and finding inspiration in music and film. I also cook a lot. Experimenting in the kitchen feels like a different kind of creative process: instinctive, sensory, and rewarding.

What’s the best piece of advice you’d give your younger self? OR What advice would you give to those who are just starting out in your industry?

Don’t second-guess yourself so much. Imposter syndrome is real, but your perspective matters. The best work happens when you trust your instincts and lead with empathy.

There is a lot of talk about Artificial Intelligence (AI) and how it will shape future creativity? What are your thoughts on the future of being a professional creative in a possibly AI-driven world?

I see AI as a collaborator, not a competitor. It can accelerate creative workflows and open new forms of expression, but it can’t replace instinct, empathy, or lived experience. The future of creativity lies in how we use AI to amplify human ideas, not replace them.

What are your goals in the next five years? Where do you hope to be professionally?

In the next five years, I want to keep growing as a creative leader and work on projects that live at the intersection of culture, technology, and impact. My goal is to keep building work that sparks emotion, drives conversation, and leaves something meaningful behind. Maybe somewhere down the line I’ll find a way to pursure psychology and maybe even culinary school!

How can people learn more about your work and/or get in contact with you?

Please get in touch via my website, or LinkedIn.

Hydraulix – WOBBLE LiKE ? ↳ Download/Stream → deadbeats.lnk.to/AllGasNoLeaks ? ↳ Subscribe to UKF Dubstep → http://ukf.io/subscribedubstep ? » Follow the UKF Dubstep Playlist ? → https://listen.ukf.com/dubstep » Follow our Sounds of 140 Dubstep Playlist ? → https://listen.ukf.com/140 » Shop UKF Merchandise ? → http://store.ukf.com/ » Join the UKF Discord ? → http://discord.gg/ukf — » Connect with Hydraulix ? Facebook → https://www.facebook.com/itshydraulix Instagram → https://www.instagram.com/itshydraulix/ SoundCloud → https://soundcloud.com/itshydraulix Twitter → https://x.com/itshydraulix — » Connect with Deadbeats ? Facebook → https://www.facebook.com/deadbeats Instagram → https://www.instagram.com/deadbeats/ SoundCloud → https://soundcloud.com/deadbeatsrecords Twitter → https://twitter.com/deadbeats Website → https://www.deadbeatsofficial.com/ — » Connect with UKF Dubstep ? Discord → https://discord.gg/ukf Telegram → https://t.me/ukf15 Website → https://ukf.com/ Spotify → https://listen.ukf.com/spotify Apple Music → https://listen.ukf.com/applemusic SoundCloud → http://soundcloud.com/ukf Facebook → http://facebook.com/ukfdubstep Instagram → http://instagram.com/ukf Twitter → http://twitter.com/UKF — » #dubstep

Li’l bro spittin’ facts ?

David Guetta & HYPATON Drop Viral Remix Of RAYE’s ‘Where Is My Husband!’

Johan Gielen returns to the artist album after two decades with ‘Etherflow

Art Director Tarinee Rajaraman is a Creative Storyteller Bridging Design, Culture & Human Insight

Circuit Capital Launches With More Then $500 Million in Backing From Create Music Group

u-he Diva Black Friday Sale 2025: Lowest Price Ever

Justin Sampson to Step Down as Barb CEO

Ben Böhmer “Caught Up In The Fire (feat. JONAH)” is out now on Ninja Tune

Spotify Opens ARIA Week With The Kid LAROI and ONEFOUR

Hydraulix – WOBBLE LiKE