Advertising Student Sofia Bushlaeva’s Experience in NYC Gave Her Motivation and Clarity as She Prepares for a Career in Advertising
A recent trip to New York City gave students from the BYU School of Communications AdLab an opportunity to visit advertising agencies, meet industry professionals and receive feedback on their portfolios.
Among them was Sofia Bushlaeva, a junior and art director in BYU's advertising program. Bushlaeva said the experience inspired her as she looks toward graduation and the beginning of her career.
“The trip to New York was truly a once-in-a-lifetime opportunity that BYU gave us to build connections within the industry and get inspired creatively, while showing us that nothing is impossible,” Bushlaeva said.
As a member of the AdLab, Bushlaeva participates in projects and competitions that connect students with professionals in the advertising industry. During the New York trip, students met recruiters, toured agencies that have worked with major brands and connected with BYU alumni who once participated in the AdLab themselves.
“We were able to meet many recruiters and visit real agencies that have worked with brands like Chevrolet, Nike, Adidas, Elf, McDonald’s and more,” Bushlaeva said. “We also connected with alumni who were once part of the AdLab, and they gave us advice about what to expect in the industry and how to navigate the beginning of our careers.”
The group also presented their portfolios to a panel of industry professionals, sharing creative projects they had developed throughout the year and receiving feedback from experts from around the world.
Outside of professional activities, the students explored famous New York landmarks, including Times Square, Central Park, the Museum of Modern Art, the Metropolitan Museum of Art, the Brooklyn Bridge and the Statue of Liberty. A highlight for Bushlaeva was attending a performance of “The Great Gatsby” on Broadway.
One of the most meaningful experiences for Bushlaeva came from hearing the stories of professionals working at the agencies they visited.
“Many of them were students not too long ago, and some were even BYU AdLab graduates,” Bushlaeva said. “It was inspiring to hear how nervous and uncertain they felt after graduating, but how they eventually found their place and succeeded. Hearing their stories gave me motivation and clarity about my purpose and what I want to do in the future.”
Bushlaeva said the portfolio review process, though challenging, was another highlight of the trip.
“I have always felt nervous and insecure about showing my work,” Bushlaeva said. “But having professionals from all over the world look at it, appreciate it and give constructive criticism gave me so much more confidence, motivation and inspiration.”
The experience also deepened her understanding of advertising beyond what can be learned in a classroom.
“This trip opened up a world I had never seen before, especially within the advertising industry,” Bushlaeva said. “There is incredible creativity, talent and passion and every person brings something unique that contributes to something bigger.”
Bushlaeva encouraged other students to take advantage of the many opportunities BYU provides, even if it challenges them.
“Get out of your comfort zone, put yourself out there and connect with as many people as you can,” Bushlaeva said. “BYU AdLab has been one of the biggest opportunities for me coming from a small place in Russia, and I am so grateful to have experienced this trip alongside such an incredible cohort and faculty.”
