Editor’s Note: Supporting women should not be limited to a month. So, at Reel Chicago, we have decided to amplify and promote dynamic women’s voices all year long. Beginning today on International Women’s Day, let us introduce you to an insanely talented Creative Director, Sonja Olson.
With over 25 years of experience, Sonja began her career as an art director at Harris Drury Cohen in Ft. Lauderdale, crafting groundbreaking Sea-Doo ads that blended adventure with playful energy. After soaking up the South Florida sun, she traded flip-flops for long underwear and moved to Chicago, landing at Young & Rubicam, where she helped brands like Sears, Norwegian Cruise Lines, and The Shops at Northbridge stand out.
Craving bigger creative challenges, she joined DDB, elevating major brands like JCPenney, McDonald’s, LensCrafters, State Farm, and Safeway for a decade. Her expertise in brand advertising led her to TPN, where she revitalized iconic names such as Jockey, Thomas’ English Muffins, and Sara Lee Bread. Sonja thrives in the creative process—conceptualizing, brainstorming, collaborating, and producing content across traditional and digital platforms.
A downtown Chicago resident, she embraces the city’s energy, from dining and pubs to public transit and long city walks. An avid runner and film/music enthusiast, she’s a devoted Bears and White Sox fan but stays true to her Florida roots, cheering on her beloved FSU Seminoles—win, lose, or draw.
Let’s meet Sonja!
What’s your Chicago story?
I was born in Chicago, but the harsh winters were too much for my parents, so we moved to sunny Florida when I was just a baby. My grandfather, a chief research scientist at the University of Chicago, made our visits back to the city extra special. The hustle and bustle of the big city always fascinated me, and I’d find myself spinning around, enchanted by the sights and sounds. When Young & Rubicam offered me a job in my 20s, I couldn’t resist the opportunity to experience city life in Chicago, the advertising capital.
How did you break into your industry?
I told a South Florida car dealer I couldn’t buy the car until I got a job. He happened to have a poker buddy in the biz and got me an interview, and I subsequently got hired. (I bought the car.)
How has Chicago influenced your creative journey?
I had the choice between New York and Chicago. While NYC is incredible, it just didn’t quite have what I was looking for. Chicago offered all the energy and hustle of New York but with a Midwestern warmth and genuine kindness from its people. There’s something special about Chicago—a brightness and uniqueness that makes you feel like you are part of the city, part of something bigger.
Chicago is known for its grind and resilience. How has that shaped your career?
The advertising industry has evolved drastically over the past 20+ years, especially in the last five. What was once considered the pinnacle—creating commercials that everyone would see on TV—has now been redefined as “content.”
And that content needs to meet consumers where they are: digital and experiential. To stay relevant, you have to “pivot” (cue Ross from Friends® struggling with the couch). It’s about seeing the bigger picture, understanding the need, observing the target, and creating something that resonates with them. Simple.
What’s a creative risk you took that paid off?
The Chicago International Film Festival was looking to grab lots of attention and they didn’t have much money to spend. We decided to try something unique, let’s create some very simple – black-and-white text-only signage – but let’s hide some of the headlines and only have it illuminated in the dark. The “See More in The Dark” campaign was plastered all over Chicago. From bus shelters to table tents and coasters, the full story of the showcased movie plotline was only revealed in the cloak of darkness. It garnered lots of attention and a few awards to boot.
Chicago has given us Michelle Obama, Oprah, Joan Cusack Shonda Rhimes, Linda Kaplan Thaler, Barbara Proctor, Lena Waithe, and so many powerhouse women. What’s it going to take to create even more opportunities for Chicago women?
Women are finally experiencing more camaraderie and less competition in the workplace. There was a time when being a woman in the advertising industry meant having to fit in with the boys or, at the very least, play by their rules.
But now, with the rise of female-driven agencies and a shift toward greater empathy and inclusivity, women have more opportunities than ever to lead, create, and innovate. With more women in leadership roles and a growing emphasis on mentorship, collaboration, and support, we’re seeing a future where women not only thrive but also empower one another to succeed.
What’s your take on the rise of AI?
We have a wealth of tools at our disposal, and AI is one of the most exciting. Anyone can take a video, edit it, add a track, and post it on Instagram. Now with AI, you can even make a dinosaur leap out of a shoebox.
That’s impressive, but will it drive sales? For content to be successful, there needs to be a clear purpose behind its creation. Ultimately, it’s about helping the client make money—which, after all, is the goal.
Are you bringing back Soul Train or American Bandstand?
I say both. Love to mix things up!
How do you balance ambition with self-care?
Losing two people who were incredibly close to me in my 30s forced me to take a hard look at myself and reassess what I truly wanted and why I was doing everything I was doing. It wasn’t that I stopped working hard, but I began working smarter and made sure I wasn’t always putting myself last. It’s a process, and I’m still working on it.
You’re writing a memoir. What’s the title?
Pivot.
Go to Karaoke song.
Alone by Heart.
Sonja’s Socials:
Linkedin: Sonja Olson
Instagram: @SonjaOlson
To see who else is a REEL WOMAN click here.
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