Stop Being the Microphone. Start Being the Magnet.

Samantha Choi started her career designing at Ralph Lauren, built an agency named after her immigrant father’s work ethic, and now runs Manual Labor Studio with a simple mission: do great work with good people. Her approach to branding, storytelling, and client relationships is as human as it gets.

Branding Boot Camp at Ralph Lauren: Before advertising, Samantha was a designer learning how to sell aspiration. The lesson that stuck: you don’t need someone to buy the $5,000 suit. You just need them to want to belong to the world. 🎨

The Agency Named After Her Dad: Manual Labor Studio is an homage to her father, a Korean professor who took dishwashing jobs to give his family a life in America. Rolling up your sleeves isn’t just a value. It’s the founding principle. 🙏

Stop Being the Microphone: Samantha’s sharpest take on the industry is that too many brands are shouting instead of attracting. Build something worth coming to and the audience will follow. 📢

ML Labs Is Changing the RFP Model: Instead of waiting for briefs, Manual Labor goes to clients with ideas. A five to six week sprint, a fresh perspective, no AOR agenda. Just a better way to help brands win. 💡

Don’t Compromise on Culture: The advice Samantha would give her younger self covers comparison, career paths, and one non-negotiable she’s built her whole company around. 😄