Lifestyle
The Side Project
February 2026
About this article:
The Side Project is a reflective, personal essay about the people, places, and passions that keep marketers creatively alive outside of work — and what those pursuits give back in return.
I lead a double life. I have my whole career.
When Digital Summit asked me to share a lighthearted piece about my side projects, I realized something: this isn’t lighthearted. It’s a confession.
I’m best known for my work in the social media industry, from the‘“Trains” tweet that broke the internet to Ad Age 40 Under 40 to my keynote speaking (hello, Digital Summit).
What you don’t know - and really it’s my fault because I didn’t know how to tell you - is that I moonlight as a creative director in the entertainment and fitness world. By day I lead the scroll-stopping social strategy that keeps Amtrak at the nexus of pop culture, and by night I’m in the studio working with the stars like reggaetonera Tokischa and Peloton Instructor Camila Ramon. And when I’m catching my breath, I’m a digital creator (my dumb jokes hit). No, I don’t sleep.
If this feels like cognitive dissonance, it’s because it is. These worlds are so distinct. Very few of my coworkers know about my side projects. All by design btw. Didn’t think people would take me seriously if I told them I was up late rehearsing for Good Morning America. This newsletter and subsequent LinkedIn post is a hard launch.
So let’s give you some Nicolle lore: Dance, music and internet culture are in my DNA. No, seriously, I was raised at my dad's computer repair shop with a steady diet of MTV and PS2 fever dreams. I’ve been a professional dancer and fitness trainer since 2013. I’ve taught classes to hundreds across the U.S. and have even helped fitness brands franchise in LATAM and Europe. I’ve done everything from starring on fitness streaming platforms, to performing on international tv, to being interviewed by CBS This Morning, all while growing my career in the brand social world.
It is not enough to say I draw inspiration from these worlds, I need to live in them, add to them.
I see the connections between my passions and my corporate work. Some of my most viral hits in the brand space are directly influenced by my creative work. I understand pop culture because I’m deep in it.
Keeping these worlds apart no longer makes sense. As social media turns into an entertainment platform to serve the algorithm, now is the time to bring my passions together. I’ve started sharing my 5-9 projects on my LinkedIn. Some of you may have seen my latest artist collaboration with Twitch x Warner Music or my stint at creative directing my first music videos.
Not gonna lie, I still hold my breath when I show my corporate circles my projects. I don’t know what the reaction will be, but I do know I want to be my whole self wherever I go. If you want to see if I flop or fly, follow me on Instagram and TikTok @NicolleThinks.
