My inspiration behind my portfolio is my experience with advertising and hopeful future career in marketing. Advertisements are something people see in their everyday lives. It’s very important for businesses to create advertisements that will grab the attention of consumers. With the rise of social media, advertisements have become more entertaining and creative. I wanted to show people how over my years at Endicott College, I have had the experience to show my knowledge in this field. Using visuals is the best way to grab the attention of people, especially Generation Z. I used visuals in a lot of my work at Endicott. This portfolio shows that work and how I want to use my skills in the future. Today's evolving business environment requires new marketing tactics to succeed over older ones in terms of impact, reach, and adaptability.Using digital platforms, social media, big data analytics, and artificial intelligence to interact with customers has changed how brands engage with their audiences. Doing this portfolio has helped me overall develop skills I will need for future careers and understand how much these tactics have developed over generations. For continued growth and brand awareness, this portfolio advocates the use of new marketing tactics that take advantage of technology, creativity, and consumer insights.