I translate internet culture into strategic, social-first storytelling that helps brands connect with audiences in meaningful ways. With a background in advertising and visual communication, I partner with teams to shape creative direction and deliver work that is culturally attuned, creatively distinct, and true to brand identity. I have helped global brands like Google build relevance and resonance online by finding the intersection of product, humor, consumer behavior, and cultural trends. It is not just about being timely. It is about making smart, intentional choices that feel authentic, memorable, and built for the spaces where audiences actually live.

Why are we born?
Why do we grow?
Why do we have to change?
What makes us change the way that we do?
What makes us want the things that we do?

Things are changing, people are leaving, we are growing.
It feels upsetting and it feels unnerving — but that’s how you know it’s working.

Our own growth is all we’ve got. Those moments where you realize that you’re realizing things, and start recognizing life’s little patterns.

It’s being patient when you need to be, and jumping in right when you get that brain wave telling you to.

Life is about jumping in right when you feel the urge to.

— Jake Toloczko

Urge Zine Design
Photography: Ethan Benavidez
Art Direction / Design: Morgan Bentley-Gültekin
Writer: Jake Toloczko