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MEET GRAD EX 2013 MEDAL WINNER, MARIA SOROKA (ADVERTISING)

Maria Soroka at Grad Ex 2013. Photo by Christina Gapic.
Maria Soroka at Grad Ex 2013. Photo by Christina Gapic.

Maria Soroka’s medal award-winning project, Localosity, is a transmedia campaign. Here’s how she describes it:

My thesis explored creative advertising as a method to engage mainstream audiences in the local food narrative and foster greater human connectivity between urban consumers and rural producers. Through a crafted transmedia campaign, with a special focus in modern, user-friendly digital platforms, a unified brand experience unfolded wherein the major obstacles of consuming locally were eliminated and ongoing revenue was generated for local farmers.

What inspired you and motivated you to do this project?

I was feeling discouraged by the prospect of becoming further immersed in an industry that promotes vast levels of waste, deep malnutrition and negligent consumerism. I saw my thesis project as an opportunity to use advertising to build a consumer/product relationship that was inherently meaningful, healthy and positive.

What part of the process of creating this project did you learn the most from?

I learned the most from the labyrinthine creative process of configuring a broadly social, economical and environmental initiative into a focused and engaging, consumer-facing platform.

What part of the process of creating this project are you the most proud of?

I am most proud of the naive thoughts, questions and ideas that were kindled and extinguished in the process of designing my final concept.

How did you react to the news that you won a medal for your work? 

I felt motivated to continue creating work that is both publicly and personally important.

What’s your fondest memory from your studies at OCAD U, and what will you miss the most?

My fondest memories are in the relationships I built while completing my degree. I will miss ample and ongoing exposure to ideation, creativity and critique.

What are you planning to do next? 

I’m currently working as an Art Director at Leo Burnett. I plan to pursue a master’s degree, and one day build my own company.

Find out more about Maria Soroka:

LinkedIn Profile




Maria Soroka at Grad Ex 2013. Photo by Christina Gapic.

Maria Soroka’s medal award-winning project, Localosity, is a transmedia campaign. Here’s how she describes it:

My thesis explored creative advertising as a method to engage mainstream audiences in the local food narrative and foster greater human connectivity between urban consumers and rural producers. Through a crafted transmedia campaign, with a special focus in modern, user-friendly digital platforms, a unified brand experience unfolded wherein the major obstacles of consuming locally were eliminated and ongoing revenue was generated for local farmers.

What inspired you and motivated you to do this project?

I was feeling discouraged by the prospect of becoming further immersed in an industry that promotes vast levels of waste, deep malnutrition and negligent consumerism. I saw my thesis project as an opportunity to use advertising to build a consumer/product relationship that was inherently meaningful, healthy and positive.

What part of the process of creating this project did you learn the most from?

I learned the most from the labyrinthine creative process of configuring a broadly social, economical and environmental initiative into a focused and engaging, consumer-facing platform.

What part of the process of creating this project are you the most proud of?

I am most proud of the naive thoughts, questions and ideas that were kindled and extinguished in the process of designing my final concept.

How did you react to the news that you won a medal for your work? 

I felt motivated to continue creating work that is both publicly and personally important.

What’s your fondest memory from your studies at OCAD U, and what will you miss the most?

My fondest memories are in the relationships I built while completing my degree. I will miss ample and ongoing exposure to ideation, creativity and critique.

What are you planning to do next? 

I’m currently working as an Art Director at Leo Burnett. I plan to pursue a master’s degree, and one day build my own company.

Find out more about Maria Soroka:

LinkedIn Profile