Award-winning art director Sara Cusumano ’15 plans to emphasize the importance of creativity as a lifelong pursuit when she returns to campus this May to deliver the College of Architecture, Arts, and Design commencement address.
Cusumano hopes her message will resonate across disciplines, encouraging graduates to carry creative thinking into every aspect of their personal and professional lives. That perspective is rooted in her own journey from a Virginia Tech student exploring the intersection of art, design, and business to a creative leader shaping national advertising campaigns.
Cusumano earned a Bachelor of Fine Arts from the School of Visual Arts, along with a business minor from the Pamplin College of Business. As a graphic design major, she was a member of FourDesign, the faculty-led, student-run design studio that has recently been rebranded and relaunched as Limestone Creative.
She has built a dynamic career in advertising, with more than a decade of experience working with nationally recognized brands including Oreo, Geico, and UPS. Cusumano currently serves as a lead art director at Frito-Lay’s in-house agency, where she develops omnichannel campaigns across a diverse portfolio of brands.
Her creative work has earned industry recognition, including a One Show merit award, a Cannes shortlist honor, and designation as an AdAge design finalist.
Cusumano lives in Northern Virginia with her husband John Cusumano ’15, their daughter, and their cat.
Ahead of commencement, she shared reflections on her time at Virginia Tech, her career path, and advice for graduates.
What was your first thought when you were asked to be the college’s commencement speaker?
My first reactions were equal parts honored and intimidated. But I am deeply proud to be a graduate of Virginia Tech, and I’m always willing to give back to the university and my college in whatever ways I can.
Who is the best commencement speaker you’ve ever heard? Why were they memorable?
In preparation for this event, I have been watching many great speakers give inspiring and profound commencement addresses. In my opinion, J.K. Rowling’s 2008 Harvard address has been one of the standouts. Her writing is clear and passionate, and her delivery is sincere and captivating.
How did Virginia Tech influence you?
During my freshman year at Tech, I joined a student organization known as PRISM, a student-run social media agency operating out of the Pamplin College of Business. Under the guidance of its indomitable faculty advisor, Professor of Practice Donna Wertalik, I learned how to apply my art and design skills to marketing in the real world. The personal connections and practical skills I built through my time in PRISM have been foundational to my career in advertising.
What is your fondest memory of your Hokie experience?
I also spent my four years at Virginia Tech as a member of the Swim Club, where I met lifelong friends. Most of my fondest Tech memories are from travel swim meets and club events with this group.
What has your career path been like? How did you end up where you are?
After graduating, I was hired as a graphic designer for a small advertising agency based in Richmond, Virginia. I worked there for three years before I was hired at The Martin Agency (also in Richmond). When I moved to Martin, I also made a career shift from a graphic designer to an art director, something I knew I had wanted to do for a while. Being an art director meant I was involved earlier in the creative process and allowed for greater contributions to ad campaigns. I was at Martin for four years before being recruited by Frito-Lay to work at their in-house ad agency (where I still am today) as a lead art director.
Who or what inspires you and why?
I’m inspired by the creative contributions of other artists: a painter who adds popular TV show characters into thrifted art prints, whatever latest wild ad campaign Liquid Death comes out with, even an impressive family cosplay design from a passionate mom on the internet. Social media allows for a wealth of exposure to new and interesting art forms from other creative people. I love the wide variety of unique ideas out there.
Any advice for current students, especially graduates who are ready to begin their professional journeys?
Try to trust the process as much as you can and allow yourself to believe things will end up working out the way they are supposed to. It’s easy to worry about every professional decision and how each move you make may impact the trajectory of your career. But the truth is you likely have a long time in the workforce ahead of you, so there is plenty of time to experiment (and to change your mind). Just keep learning and trust that you are smart, capable, and adaptable.
Commencement for the College of Architecture, Arts, and Design will take place on Thursday, May 14, at 8:30 a.m. at Cassell Coliseum.
