Get to know some of our College of Media students! Kara Yoo is a Class of 2026 advertising major. 

How does advertising at the University of Illinois connect you to your interests?
I am very interested in photography and videography because they allow me to capture moments and turn them into memories. I do a lot of photo and video work within the advertising major, and that creative process is something I genuinely enjoy. Right now, I’m taking a copywriting class, but I’ve also taken courses in research and consumer insights, which have shown me how creativity plays a role across all areas of the advertising major. The professors structure projects to be very open-ended, giving students the freedom to incorporate creativity in their own ways. Taking a variety of classes has given me a well-rounded perspective on how I can incorporate creativity into different types of advertising work. The program does a great job of encouraging students to explore creativity across both the analytical and design sides of advertising.

Which advertising course has been your favorite and why?
ADV 284: Consumer Insight was one of my favorite classes because it was the first class in which I really felt like I understood an advertising campaign. We collaborated in groups to develop a campaign for a brand. It was very immersive to go through the process of creating a campaign from start to finish and doing that with a team taught me how important collaboration is for building a successful campaign. 

What is your role within the American Advertising Federation? 
This year, I am the Chief Executive Officer of AAF Illinois, which requires managing many different operations within the club and delegating roles to make our executive board run smoothly. I started as a general member of the AAF Illinois Hyperlink agency and became the Hyperlink project manager and eventually the Hyperlink president, which prepared me to be successful in the role I have now. In this role, I help coordinate meetings, professional gatherings, social events, and the Mentor-Mentee program. I also take part in various projects like making a video for the organization to show during meetings and events or taking photos for our social media platforms. My work as a CEO keeps me involved with communication and planning within AAF Illinois, while allowing me to create the work I love. 

My other role in AAF Illinois is being involved in the National Student Advertising Competition. NSAC is a great agency for people who are interested in advertising and want more hands-on, collaborative experience. The members are split into teams of creatives, media, and plans book. I am part of the video team for our creative group, and work on production and editing.

How have your experiences on campus helped prepare you for your future career? 
I am interested in being on the creative side as an art director or creative director. The core classes in advertising showed me the different parts of advertising, which allowed me to explore my niche in creation. Additionally, trying different agencies and having leadership roles in AAF has helped me grow my confidence in my professional abilities. The experiences I have been a part of at this school as an advertising major have shaped the way I communicate with people as a team member and a leader. I see how individuals use their own creativity in collaborative situations, which is a great skill to have for my future. I look forward to using that insight and everything else I have learned at this school in my future. 

What advice do you have for incoming Media students? 
I started freshman year with an open mind and a willingness to try as many things as I could. My sisters both told me how they regretted not exploring more opportunities their freshman year, so I made it my goal to take advantage of everything that came my way. My openness to new experiences is what led me to AAF, which is currently one of the most important parts of my life.

I really recommend that incoming freshmen not go into their first year with a restrictive plan. Oftentimes, people focus on always having a set plan, but freshman year is the perfect time to “go with the flow” and see where your interests take you. Through exploring different opportunities, I found certain things that I didn’t mesh with, and that’s okay. It’s all about trusting the process and pursuing what you are interested in during that time. This approach gives you an opportunity to get to know yourself and what you want to do with your future.  

—Interview by Brooklynn Hubbard, New Voices Intern