On Brand With Jimmy Fallon: Lauren Karwoski discusses being on the show

Lauren Karwoski recently got candid about her time on On Brand With Jimmy Fallon, and it turns out marketing on national TV isn’t all glitz and giggles. The creative strategist joined the NBC competition, which kicked off on September 30, 2025, pitting ten contestants against each other to win over big-name brands with bold campaign ideas. Hosted by Fallon himself, with the ever-stylish Bozoma Saint John offering expert insight, the show airs Tuesdays at 10/9c on NBC and hits Peacock the next day for those who prefer their pitches on demand.

Each week on On Brand With Jimmy Fallon, contestants whip up campaigns for household giants like Dunkin, Marshalls, and Pillsbury, all while juggling deadlines, drama, and a few creative meltdowns. The grand prize? $100,000, an Adweek feature, and a golden ticket to the Cannes Lions Festival, basically the Oscars of advertising.

In a chat with GeekSided, Karwoski shared how On Brand With Jimmy Fallon tested both her creativity and her composure. Between high-pressure brainstorming sessions and a massive live activation in New York City, she said the toughest part wasn’t the branding; it was balancing big ideas with real friendships.

“You’re competing, sure, but you’re also building something bigger than the show; connections that actually last,” she said.

Here's what the contestant revealed about navigating high-stakes pitches and collaborative teamwork.

Lauren Karwoski’s experience on On Brand With Jimmy Fallon explored

Karwoski stressed that maintaining positive relationships proved essential throughout the competition. One week's opponent could become the next week's team leader. This dynamic forced contestants to treat the experience like a real workplace environment.

"You need to get along with your co-workers," Karwoski explained.

The friendships formed during filming extended far beyond what viewers see on camera. She noted that all contestants remain close friends and stay in regular contact. The structure required participants to shift between individual pitches and team-based activations. Someone is controlling a major part of your project; one episode might be your direct competitor, the next. This constant flux demanded diplomatic skills alongside creative thinking.

Karwoski described the stakes escalating as the season progressed. Fewer campaigns and brands remained available, intensifying pressure on every pitch. One particular challenge stood out for its unique energy and scale.

The New York City public activation created a surreal atmosphere unlike any other filming day. Watching massive crowds interact with their marketing concepts in real-time felt extraordinary. The public setting added an unpredictable element that indoor studio pitches couldn't replicate.

She acknowledged experiencing both highs and lows throughout filming. An early high point gave way to difficulties she overcame through sheer determination. These emotional swings reflected the genuine challenges of creating compelling campaigns under tight deadlines.

Karwoski's background includes completing a Semester at Sea aboard the MV World Odyssey. This international educational experience taught her cultural awareness and adaptive thinking. She applied these skills directly to her marketing approaches on the show.

Her global perspective influenced how she conceptualized audience engagement and brand communication. During the Marshalls episode, she proposed red carpet glamour-based interactive activations. Her team's glambot concept impressed judges with its potential for strong consumer interaction. However, a branded closet concept focusing on product visibility ultimately won that challenge. The loss didn't diminish the creative merit of her team's pitch.

What’s next for Lauren?

Karwoski expressed particular excitement about the Sonic challenge, which aligned with her personal interests. She praised fellow contestants and celebrated their diverse talents. The competition combined serious professional stakes with genuine enjoyment.

She continues sharing updates and insights from her On Brand With Jimmy Fallon journey with her online community. Karwoski plans to leverage these experiences as she advances her career in the creative industry.

Lauren Karwoski's reflections highlight how On Brand With Jimmy Fallon blends authentic advertising challenges with reality competition drama. Her concentration on relationship-building with artistic achievement exemplifies the diverse abilities necessary for success. The show provides candidates with professional exposure and hefty rewards while testing their ability to execute under pressure. Karwoski's journey illustrates the innovative attitude and collaborative approach that distinguishes this one-of-a-kind primetime addition. Her determination to retain true connections while competing at the top level demonstrates that success in marketing involves both skill and interpersonal intelligence.

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On Brand With Jimmy Fallon airs Tuesdays at 10/9c on NBC and streams the following day on Peacock.

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