When it comes to creativity, Tarinee Rajaraman believes it’s deeply personal. Every individual brings their own lived experience, philosophy, and truth into the room — and that’s what fuels meaningful collaboration. For her, creativity isn’t a mechanical process; it’s an emotional exchange built on mutual respect and openness.

“Successful creative only comes from when people truly bring every version of themselves to the table and are allowed to express it,” Tarinee explains.

Tarinee Rajaraman is an Art Director at Edelman New York, where she’s worked on campaigns for Microsoft, Samsung, Taco Bell and the Hawai‘i Visitors & Convention Bureau. Known for her focus on multicultural storytelling and “moving pixels that move people,” she brings strategy and creativity together to make brands feel more human. Previous stints include FCB and The Onego Club for Creativity. Her work has been recognized by The One Club, Red Dot, and PRWeek.

She finds beauty in the clash of opinions — the spark that emerges when diverse perspectives meet. It’s in those moments of contrast, she says, that the most authentic and surprising ideas are born.

A Journey Across Continents

Tarinee’s path to becoming an art director in New York City is as vibrant as her work. Born in India and raised between India and Singapore, she spent much of her youth immersed in multicultural environments. Her creative education began at the Savannah College of Art and Design (SCAD) in Hong Kong — a campus that, sadly, no longer exists.

When the pandemic disrupted her studies, Tarinee relocated to Savannah, Georgia, to complete her degree. Moving from bustling metropolises to a quieter southern town was a revelation.

“Savannah was a removal from everything I knew,” she says. “It was a unique opportunity to dive deep into my craft and my understanding of the advertising world.”

In 2023, she moved to New York — the city she now calls home — to launch her career. Though only two years in, she’s already carving out a distinct space for herself in the competitive world of advertising.

Finding Her Place in the Big Apple

For Tarinee, New York City is both exhilarating and humbling. She compares it to a living organism — constantly shifting, filled with stories, and bursting with creative energy.

“It’s a place that’s larger than life,” she reflects. “For what I do, culture is at the heart of it. And New York is where culture happens — fashion, music, food, art, everything.”

Every day brings new challenges and lessons. She describes her experience as a balance between humility and self-assurance — learning from the city without losing her sense of identity.

The Projects That Defined Her

When asked about a project that transformed her as a creative, Tarinee struggles to choose just one. But two stand out — both powerful milestones in her artistic and professional growth.

1. The Grammarly Project — Empowerment Through Words

During her senior year at SCAD, Tarinee developed a speculative campaign for Grammarly. The work explored how labels like “CEO” or “girl boss,” though intended to empower women, can sometimes reinforce stereotypes or diminish professional credibility.

“It was about how language — even empowering language — can harm when used carelessly,” she explains.

This project became a pivotal moment for her. It merged her passions for art, sociology, communication, and language, and demonstrated how design can challenge social norms and spark change.

2. Microsoft’s The Reheat with Keith Lee – Creativity with Impact

Professionally, her favorite project came at Edelman New York, where she worked as art director for Microsoft. The Campaign, The Reheat with Keith Lee is a video-series collaboration between Microsoft, foodie-critic Keith Lee, and a host of Black- and Latinx-owned restaurants — designed to use Microsoft Copilot (AI tools) to help restaurateurs manage sudden success, streamline operations, and reclaim balance

“It was amazing to see work that actually impacts lives,” she says. “As someone who’s an immigrant, who’s Indian, this project hit home.”

This intersection of technology, culture, and social good reinforced Tarinee’s belief that creativity can — and should — make a tangible difference.

Learning Through Fear and Growth

Despite her early success, Tarinee is candid about her insecurities. Entering the advertising world as a 24-year-old immigrant came with moments of doubt.

“I’ve spent the last two years battling imposter syndrome,” she admits. “There are times I think, ‘Why are you trusting me to do this?’ But I’ve learned that most people are just figuring it out as they go.”

This humility, coupled with her drive to learn, keeps her grounded in an industry often known for its intensity.

Designing from Identity and Emotion

At the heart of Tarinee’s creative vision lies a deep connection to emotion and cultural identity. As a “third culture kid,” she views her diverse upbringing not as fragmentation, but as her greatest strength.

“My biggest asset will always be my lived experience — being nurtured by so many different environments and cultures,” she says.

Her inspiration draws from everywhere she’s lived — India, Singapore, Hong Kong, the United States — and the people who shaped those places. From fine art and installation to contemporary design, her influences span the global and the intimate.

For Tarinee, art captures “stillness in something that’s not so still” — a reflection of her own journey navigating identity, geography, and growth.

Rediscovering Indian Art and Heritage

While her early influences came largely from Western media, Tarinee has recently been rediscovering the richness of Indian art. A trip to Rajasthan reignited her appreciation for the country’s textiles, architecture, and craftsmanship.

“Seeing that firsthand reminded me that I need to take myself to India for a good chunk of time — to soak it all in and learn from what the youth there are creating.”

Her admiration for India’s evolving creative scene shows a full-circle moment — returning to her roots with new eyes and deeper appreciation.

Check out more of her works here