I got my start in journalism through the Television Academy of Arts & Sciences' Emmy program, writing and contributing to newsrooms in LA including ABC News and BBC, which is where I learned to write. From there I moved into music as the artist Zairah, which led to a work-for-hire gig with Wieden+Kennedy writing and performing vocals for a campaign. That relationship led to my acceptance into W+K's creative incubator in 2022, where I pitched a VR world I built myself, a Spanish-language affirmations meditation experience, and concepted ideas for brands including Corona (Mexico) and HP, who selected one of my briefs. Not every concept from that period stayed a sketch: QuienSeañera started the same way and went on to get backing from Nike. I also developed a concept pairing sustainable clothing brand Meals with a local farm's produce and materials, designing a full line (egg suit, lettuce suit, egg overalls) inspired by the farm's own offerings; the sketches and brief were fully developed, though the collaboration didn't end up shipping.

From there I moved into writing, concepting, and creative direction: scripts, briefs, and full campaign creative for spirits, hospitality, and cultural clients. On Ozama Rum I ran production creative solo, concept through set to delivery.

There's a pattern in here if you squint: I keep showing up right at the beginning of things. I was the first person hired into the Social Department Coordinator role at Bodega, when the team was under 10 people (it's since scaled to around 48). My incubator cohort at W+K was the first one they'd run in years. Ozama Rum and Ferocia Prosecco were both brand-new when I started on them. Turns out I hit the ground running.