Katrina Trinh — Trình Kim Tuyết — 程金雪

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A creative born in Vietnam with Chinese roots, now an official U.S. citizen (yay, long-term commitment checked).

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My career started in account management, and I shortly found my passion in creativity. I learned a lot about appealing to and interacting with clients in my early roles, and it's informed how I package my concepts today.

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Growing up between Vietnamese and Chinese culture, then expanding into Western culture in college, means I rarely see just one "normal" way people think — I see the gaps between them. That's usually where the best ideas live. I love concepting from that in-between space: taking something that feels obvious in one culture and completely foreign in another, then turning that gap into something people actually want to engage with — a game, a stunt, a piece of OOH. Being shaped by three cultures instead of one means "global" isn't a single audience to me — it's a conversation, and I'm always listening for where it gets interesting.

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Now that I've turned into a creative, I still keep my practice in digging for human insight, bringing impactful, interactive, playful experiences to people through a game, a stunt, or even just an OOH — anything that creates real impact or brings joy.

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How I work: Before I touch a brief, I go down a research rabbit hole — Reddit threads, Discord servers, TikTok, wherever the real opinions live. I want to know how people actually think before I try to deliver the brand message.

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