Exploring the Intersection of Storytelling, Design, and Technology
Some careers follow a clear, linear path. Mine has always thrived at the crossroads — where creativity merges with technology, where stories come alive as interactive experiences, and where design solves real-world challenges. I began my journey in advertising, learning how to craft campaigns that not only inform but resonate deeply. Yet, as I progressed, I found myself drawn to something larger: the boundless potential that arises when creativity and technology intersect.
Today, I’m building on that foundation. As a first-year student in the Master’s in Computer and Information Technology program at the University of Pennsylvania, I’m excited by the opportunities this chapter presents. With every step I’ve taken — whether designing ad campaigns at UT Austin’s Texas Creative program, creating immersive experiences like Elysian Heights, or building innovative products like RecyclAR — I’ve seen the transformative power of combining storytelling, design, and technology. This is the story of how those intersections have shaped my journey so far and why they continue to inspire what comes next.
Learning the Art of Storytelling at Texas Creative
At UT Austin’s Texas Creative program, I discovered that the best advertising goes beyond simply showcasing a product. It’s about understanding people — what they care about, what drives them — and crafting stories that resonate on a human level. Every campaign was an exercise in finding that emotional connection while solving a real problem.
One project that defined my time there was for NotCo, a plant-based food company powered by artificial intelligence. For the Young Ones Competition, my team developed a campaign tailored to younger, eco-conscious audiences. We emphasized NotCo’s ability to use AI to reimagine comfort foods sustainably, pairing bold visuals with a narrative that celebrated the harmony of tradition and innovation.
This campaign taught me that creativity paired with strategy can do more than communicate — it can influence behavior. But it also raised an important question: what if campaigns didn’t stop at storytelling? What if they became immersive experiences, inviting people to actively participate in the story?
Exploring Immersion at Elysian Heights
That question led me to UT Austin’s Immersive program, where I explored how technology could transform traditional narratives into dynamic, user-driven experiences. My most pivotal project there was Elysian Heights, a location-based mixed-reality experience that blended embedded narrative with emerging technology.
Set in a utopian city governed by an all-seeing AI, the story followed Ella, a rebel scientist working to free its citizens from the AI’s control. Participants played an active role in the story, engaging with escape-room-style puzzles, interacting with the space, and collaborating to uncover hidden truths.
My Role as A/V Developer
As the A/V Developer, my role was to synchronize the technical elements that brought the story to life. This included:
- Building a Cue System with TouchDesigner: I designed and implemented a node-based system to synchronize lighting, sound, and media across multiple devices, ensuring the experience unfolded seamlessly in real time.
- Activating the Main Space: I led the setup and testing of all technical elements in the main space, ensuring that every detail — from soundscapes to projections — worked cohesively to draw participants into the narrative.
- Iterative Testing and Refinement: Through multiple playtests, I collaborated with the team to troubleshoot and refine the experience, responding to feedback to optimize both the technical execution and audience engagement.
Working on Elysian Heights taught me that the most powerful storytelling doesn’t just invite audiences to observe — it invites them to shape the story. It also showed me how technology could amplify creativity in ways I had never imagined.
Turning Creativity Into Action: RecyclAR
Before starting at UPenn, I had another opportunity to combine storytelling with technology during a hackathon, where I developed RecyclAR, an augmented reality app that made recycling education engaging and accessible. In just two days, my team created a functional prototype using AI-powered image recognition and gamified interactions to help users identify recyclable materials and learn proper disposal practices.
What set RecyclAR apart — and earned it first place — was its ability to combine technical innovation with audience-centric design. From crafting a clear narrative around sustainability to building an intuitive interface, every aspect of the app worked together to create an experience that was both practical and memorable.
RecyclAR reinforced what I’d seen throughout my career: when creativity, design, and technology intersect, the possibilities are limitless.
Why Immersive Experiences Work
Immersive advertising isn’t just an evolution of storytelling — it’s a revolution in how audiences engage with brands. The data speaks for itself:
- Higher Engagement: A 2021 study by Magna Global found that immersive campaigns generate 47% higher engagement rates than static formats, as they invite active participation rather than passive consumption.
- Improved Retention: According to Nielsen Consumer Neuroscience, immersive experiences increase message retention by 70%, making them significantly more impactful.
- Deeper Emotional Connections: Research shows that interactive content evokes stronger emotional responses, which enhances brand loyalty and recall.
By blending technology and storytelling, immersive experiences don’t just tell audiences what to think — they make them feel part of the journey.
Looking Ahead: Building at the Intersection of Creativity and Technology
Now, as I embark on my studies at UPenn, I’m excited to take everything I’ve learned — advertising, immersive design, and product development — and pair it with the technical expertise I’ll gain in this program. From mastering software development to exploring human-computer interaction, I see this as an opportunity to expand my toolkit and push the boundaries of what immersive experiences can achieve.
Whether it’s creating interactive campaigns, designing user-centered products, or exploring entirely new platforms, my goal is to build experiences that don’t just capture attention but create lasting connections.
Works Cited
- Magna Global.
Immersive Advertising Engagement Metrics. 2021.
Available at: https://www.magnaglobal.com - Nielsen Consumer Neuroscience.
Retention Rates in Immersive Content: How Immersion Improves Memory and Engagement.
Available at: https://www.nielsen.com
