Samra Qasim

Associate Creative Director, Experiential @Tma

Chicago, IL, US

Leading experiential marketing creative initiatives for the U.S. Army account has been one of the most rewarding challenges of my career. As part of Team DDB, I collaborate with a multi-agency team to develop and execute physical brand activations, career events, and high school marketing campaigns that engage audiences in meaningful ways. From initial concept development to onsite execution, I work closely with creative directors, art directors, and junior designers to refine experiential activations through iterative brainstorming, 3D modeling, and visual storytelling.Managing experiential marketing projects, I successfully led creative for four large-scale initiatives simultaneously, ensuring that each activation aligned seamlessly with brand messaging and audience engagement goals. Beyond execution, I also provided creative direction, and strategic insights to elevate our design approach.One of the most exciting projects I led was the “Impossible Shot” activation at NCAA March Madness FanFest, where we leveraged Army technology to create an interactive, high-energy experience that showcased teamwork, resilience, and innovation—ultimately generating leads and reinforcing the Army’s brand presence in a powerful way.Selected Accomplishments-Spearheaded the adoption of Rhino and V-Ray, modernizing 3D rendering capabilities, enhancing visualization realism, and increasing client approval rates for experiential activations-Rebranded the U.S. Army experiential marketing, shifting the narrative from traditional military perceptions to showcasing career diversity, technology, and community service opportunities-Led the creation of \"Foxtrot Hotel,\" an interactive, Instagrammable lounge at music festivals featuring the Army band, highlighting career paths in music within the National Guard.Key Skills: Budget & P&L Oversight | Data-Driven Decision-Making | Performance Metrics & Analytics