From Berghs to San Francisco: Fanny’s Career in Advertising and Art Direction

Hi Fanny! Could you tell us a little about yourself and what made you decide to apply to the Berghs Bachelor Program in the first place?

Hi!! I’m Fanny, I live in San Francisco, and have been here for about 6 years now. In my spare time, I hang out with my friends, work out, and on a sunny day I love a cute coffee shop and a good book. When I applied to Berghs Bachelor, I knew I wanted to work with communication and to have an international career, but I didn’t know much more at that point. Berghs Bachelor's felt like a great fit, it allowed me to figure out what exactly I wanted to study, while still getting hands-on experience with industry clients.

What do you work with today, what does that entail and what do you enjoy most?

I’m an Art Director at Goodby Silverstein & Partners. My job focuses on the visual direction from concept through execution across integrated campaigns, everything from commercials to activations and socials. I love the creative process of diving deep into a brief, finding insights, and turning them into ideas people actually want to engage with. One of my favorite parts of my job is seeing the ideas come to life, from insight to finished work out in the world. It’s one of the most rewarding parts of what I do.

How would you describe your semester at Berghs — what were your biggest takeaways or favorite parts?

My favorite part of my semester at Berghs was the opportunity to work with real clients to get a better understanding of what the industry actually is like. I think it set the bar at industry standards from the very beginning, which later set us up well for the rest of our studies. The semester was built to be collaborative across different directions within the program, which I also appreciated.

How did your time at Berghs help you prepare for your studies abroad?

As mentioned, Berghs set a high standard early on for the kind of work I wanted to make, having already worked with real clients. I brought that mindset with me to AAU, which pushed me to raise my own bar. The semester at Berghs gave us a broad toolbox, from public speaking to strategic communication, that helped in every step since.

After Berghs, you chose to continue your studies abroad—what influenced that decision?

When I applied, I had just come home from a year of studying in Santa Barbara and knew I wanted to go back to the U.S somehow, which made the decision easy from the start. I also knew I wanted an international career, and studying abroad allowed me to pursue that.

What did you focus on during your degree, and what aspects of the program had the biggest impact on you?

During my semester at Berghs, I studied strategic communication, and originally I planned to continue in that direction. But when I started at AAU in San Francisco and learned more about advertising, especially art direction, I realized how much I liked concepting and creating. And as an Art Director, I get to combine strategy and bringing ideas to life.

Looking back, how did your time at Berghs support you in taking that next step, regardless of location or school?

Berghs made it easy to take the next step, we always had someone to turn to throughout the process. We also got to talk to students who were already studying at AAU, which was helpful. Even though AAU is no longer one of the partner schools offered through the Berghs Bachelor program, I see they now have several other destinations students can choose between.

Can you tell us a bit about the transition from studying to working in the industry?

It was a big deal transitioning from school to start working at GSP. It was exciting and intimidating all at the same time. My work partner and I got thrown into the work immediately, which I think is the best way to learn. Starting my career at an agency with some of the greatest creatives in the world and learning quickly that they’re also genuinely good people and leaders as well was just a big plus. 

What helped you navigate your way into your first roles, and what were some key learning moments early in your career?

In my first couple of months, I looked up every CD's book and made an effort to talk to them, to pick their brains about how they got to where they are. The Swede in me found this intimidating at first, but it was so worth it. I think it was a good way to get to know the people at the agency and get good tips from the start. There’s obviously no secret way to be successful in this career, but learning from the people who got to where I want to be is a good way to start.

You’re currently working internationally, what has that experience been like, and what has it taught you about working in different creative environments?

I like it because there are exciting opportunities circling the agency all the time. This is exciting, but can also give you FOMO sometimes, since you always want to be in on the fun briefs. But it’s also competitive since the creative standard is incredibly high. There are people from all over the world working here, and I love the atmosphere of a diverse workplace, getting to be a part of all the different perspectives and ideas.

What have you learned about yourself through this experience?

I’ve learned so much during this experience about myself, and quite literally everything I know about advertising. I didn’t think when I started this program I would still be here in SF after 6 years, but I’m not mad about it. This journey has overall made me realize I’m more capable than I think. 

How has your journey through Berghs to where you are today, shaped the way you see your career?

Not to sound like a cliché, but when I started Berghs, I would’ve never thought I would be where I am today. I want to continue setting the bar high and for myself always stay curious to learn and get better every day. Working at a place with so many crazy-talented people who always strive to be ahead of the industry is a place I always want to be.

What advice would you give to future Berghs students thinking about joining the Bachelor Program and studying abroad?

DO IT. The way you grow as a person and as a creative when you broaden your perspective living abroad, is invaluable. And so fun!! So if you're curious about joining the Bachelor Program, the only way to find out if it’s for you is to try. It’s a big step, but it’s the best feeling to get out of your comfort zone and to experience things you never would’ve otherwise. I feel very lucky to be able to call two places on opposite sides of the world home.