By Sarah Moore
VCU Brandcenter

Combining creativity and community impact, Virginia Commonwealth University’s Brandcenter is helping turn student scripts into professional-grade spec advertisements – a collaboration that is offering hands-on professional development to a new generation of industry talent.

Now in its second year, the production master class offers mentorship to graduate students in collaboration with the Richmond area’s renowned production and film community. The Brandcenter is internationally acclaimed for its programs in advertising, design and brand strategy, and in the new master class, students in the art direction and copywriting tracks are selected to have their original scripts produced – and then work alongside seasoned professionals to bring their ideas to life. 

This year’s cohort developed spec ads for the well-known brands U-Haul, Party City and 5-hour Energy. From actors meowing on cue to building an emotional story through a literal tunnel of packing boxes, each project was a creative adventure and a logistical feat. And beyond expanding their product portfolios, the students gained a deeper understanding of the production process, from pitch to post and from the set to the editing room.

“It made me a lot more open to change,” said Kedi Hickman, who earned his degree from the copywriting track this year. “It’s easy to fall in love with your script, but what you realize once you become part of these groups is that everyone is talented, funny and smart. You should always have an open mind to change.”

“It’s refreshing to see an entity like Brandcenter provide realistic production experiences to students,” said Patrick Mack, executive producer at Richmond production company Mondial, which oversaw the 60-second costume-party-themed ad – taglined “Don’t be Scared to be Scary” – for Party City. “This program provides these creatives with an opportunity to really understand and respect the resources, labor and talent that goes into producing their ideas.”

Other Richmond companies, or professionals working with them, that have collaborated with the master class have included FWENS, Superjoy, Bousquet Pictures, SpangTV, Red Amp, Omnicom Production, The Martin Agency and Arts & Letters Creative Co. This year, partnerships expanded geographically to include Coffee & TV (London), Cut and Run (Austin, Texas) and director Darren Genet (Atlanta).

In an era when artificial intelligence tools are rapidly transforming creative workflows, the program reinforces the value of traditional production skills – like storytelling, visual composition and creative problem-solving on set – while embracing new methods. Harnessing craft and technology together is key to delivering resonant work.

“Understanding that production is an adaptive, collaborative process is crucial in our industry,” said Tom Scharpf, the Brandcenter’s chair of art direction who developed the production master class – and hopes to expand its budget while enlisting more agencies, production companies and film veterans. “This initiative doesn’t just help students. It strengthens the entire creative community in Richmond.”

Nithya Charles, who earned her degree from the art direction track this year, was part of a team that developed a spot for U-Haul, in which packing boxes create a framework for a time-shifting universe of memories. She noted how the experience varied from a traditional classroom assignment.

“In a typical project at Brandcenter, a big part of presenting is giving the work a high level of finish,” Charles said. “This pitch, however, was an exercise in restraint. We had a clear vision for the story, but wanted the experts [our directors] to bring their magic, too.”

As a result of the collaboration with FWENS, SpangTV, VCUarts Cinema and more local partners, the U-Haul spot evolved from a 30-second love story into a 90-second emotional journey, complete with flashbacks and stylized set design.

Brandcenter alum and director Micah Gendron, who partners with Devin Whetstone as the directing duo FWENS, embraced the production initiative as another avenue to collaborate with Brandcenter.

“Beyond wanting to give back to the school, we also had this strong desire to produce something impactful in Richmond,” said Gendron, who welcomed the students as partners. “We’re always energized by the fresh perspectives and raw creativity that emerging talent brings. We shared our expertise, and in return, we got fresh insights and a renewed sense of creative purpose. … They weren’t bogged down by years of industry ‘rules’ and brought a refreshing, often fearless, vibe to the brief. Their energy was infectious.”

For the Brandcenter, the production master class brings together key elements of its mission – grounding students in traditional methods, expanding their range through modern technology and creatively serving clients as well as communities.

“The project highlights the importance of fundamental production skills in a world where AI use is growing in the field,” said Vann Graves, Ed.D., executive director of the Brandcenter. “Ultimately, our goal at the Brandcenter is to strike a balance between modern and traditional production techniques to ensure our students are ready for the ever-evolving production landscape.”