Welcome to my archive.

In my day-to-day life, I co-run Borja Zelada, a boutique advertising agency working with small and medium-sized businesses in Richmond, Virginia and beyond. This work has given me a close, practical view into how attention, incentives, and cultural systems shape behavior.

I’m interested in questions of culture and identity, which is informed by both study and lived experience. I completed a Bachelor’s degree in Business, Language and Culture, followed by a Master’s degree in International Relations. Together, these studies shaped my interest in how cultural and social contexts influence meaning, behaviour, and belonging.

I grew up in Denmark, studied in China, and now live in the United States. Moving between cultural environments has made me attentive to what feels stable in identity and what shifts depending on context. This awareness continues to shape how I think about culture, agency, and self-formation.

At the moment, I’m researching how diminished control over attention leads to misaligned behavior, and how, over time, this can affect identity formation and contribute to a lost or fragmented sense of self.

Alongside my professional work, I write and create visual work as a way to process experience.

This site is an archive and record of my creative work and ongoing research.