(First two photos provided by NBC/David Holloway)

Armed with a Ball State University journalism degree and a fearless spirit, Lauren Karwoski, MA ’21, transformed her love of storytelling into a global career and a national television show appearance.

Ms. Karwoski was a contestant on NBC’s new reality competition, On Brand with Jimmy Fallon. Hosted, executive-produced, and created by Jimmy Fallon, this seven-episode series features 10 marketing-minded contestants who develop campaigns for major brands. The contestants with the top two pitches from each episode compete, with winners chosen by senior executives, such as chief marketing officers and company founders.

The series premiered Sept. 30, and the finale airs Oct. 31. Live episodes aired on NBC and are available for streaming on Peacock.

Ball State’s Role in Shaping Her Path

Ms. Karwoski began her graduate studies during one of the most uncertain periods in recent memory: the Summer of 2020.

“The world was fully shut down,” she said. “There were no jobs, so I just jumped into Ball State’s online journalism master’s program full-time.”

She completed the program in a year and a half, graduating in December 2021. Although she studied remotely from Florida, she traveled to Muncie to attend Commencement in May 2022.

“It was special,” Ms. Karwoski said. “I didn’t get a graduation ceremony for my undergraduate degree because of COVID, so it was meaningful to finally celebrate in person.”

During that visit, she explored Muncie’s downtown restaurants, The Village, and several campus landmarks. Coming from Tampa, she was struck by how clean, quaint, and friendly Muncie felt.

“Yes—I saw the famous geese everyone talks about,” she said. “They’re so mean! I even bought a goose magnet as a keepsake.” 

Ms. Karwoski credits Ball State—particularly its faculty—for giving her the confidence and storytelling foundation that now define her work. She singled out Dr. Robin Blom, professor of journalism in the School of Journalism and Strategic Communication, for his mentorship during a challenging semester.

“He really championed me,” she said. “When I became overwhelmed with my course load, he met with me several times to encourage me to keep going and help me get back on track.”

Her journalism and law course, which explored media ethics and defamation, deepened her understanding of the legal and ethical responsibilities behind storytelling—skills that later proved valuable in brand work.

Ball State’s online program never felt distant, Ms. Karwoski said.

“I got so much face-to-face time with my professors and classmates,” she added. “I don’t think every online program can say that.”

From Journalism to Influencing

Before joining On Brand, Ms. Karwoski had already established a strong online presence. Trained as a broadcast journalist, she soon realized that traditional news wasn’t the right fit.

“I always dreamed of being a TV reporter,” she said. “But after graduation, I saw how tough the local news industry could be—low pay, long hours, little support—and I realized it wasn’t the career I wanted for 40 years.”

So, she pivoted. She accepted a remote copywriting job, gave up her apartment lease, and began traveling—creating digital content along the way. What began as a six-month reset turned into a full-time career as a travel influencer. Some of her most popular work showcases hidden gems in Europe, including locally owned restaurants in Florence, Italy.

“I make videos highlighting small, family-owned businesses abroad,” she said. “It’s my favorite part of what I do: seeing how one video can change someone’s livelihood. When the owners message me months later saying they’re fully booked because of my video—it’s the best feeling.”

Landing on On Brand with Jimmy Fallon

Ms. Karwoksi’s creative storytelling caught NBC’s attention in 2023, eventually leading to her getting cast on On Brand.

“The network knew they wanted me for something—we were just waiting for the right opportunity. Eventually, they thought my journalism background would translate well to marketing for this new show,” she said. “I really credit Ball State for giving me that foundation—the ability to think about audiences, messages, and how to tell a story that connects.”

On Brand filming began in April 2025, following an intensive branding boot camp. Each week, contestants developed campaigns for companies including Captain Morgan, Dunkin’, KitchenAid, Marshalls, Pillsbury, SONIC Drive-In, Southwest Airlines, and Therabody.

For one challenge, Ms. Karwoski created a NASCAR-inspired campaign for Dunkin’ called “Breakfast Fuel,” complete with coffee-scented car air fresheners. Though she didn’t win that competition round, she placed in the top two for her Marshalls campaign in episode three—a highlight of her experience. That, and meeting Jennifer Garner in the KitchenAid episode, showcasing their line of cordless kitchen tools.

A noteworthy part of the experience for the contestants is interacting with Jimmy Fallon. She describes Mr. Fallon as “exactly how he seems on TV.”

“He’d eat lunch with us, joke around, and he remembered everyone’s names,” she added. “It was surreal.”

The experience also forged lasting friendships. The contestants stay in touch daily through a group chat and are planning a reunion trip.

Appearing on national television expanded Ms. Karwoski’s platform, but her goals remain grounded in storytelling and empowerment.

“I hope the show gives me more visibility to inspire women of any age to travel solo,” she said. “And I want to keep spotlighting small businesses that deserve attention.”

Ms. Karwoski said Ball State taught her that her degree is just a foundation, not a limit.

“I used to think a journalism degree meant working in news forever,” she said. “But Ball State helped me realize that storytelling is the thread that connects every career I’ll ever have.”