Advertising Archives - BYU College of Fine Arts and Communications

Lifelong Learning: BYU Comms Alum Rebecca Irvine Reflects on Her Education and Career

Alyssa Anderson — Thu, 02 Sep 2021 14:36:27 +0000

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BYU’s AdLab Student Campaigns on Ghana, Immigration and Handimojis Garner National Recognition

Noelle Barrus — Wed, 02 Dec 2020 16:54:40 +0000

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Advertising Students Participate in a Study Abroad from Home

Noelle Barrus — Fri, 14 Aug 2020 18:42:23 +0000

After their original study abroad was canceled, Professor Jeff Sheets and advertising students participated in a Zoom version of a study abroad Communications students and professors within the advertising program planned to go to Europe on a study abroad during spring term, but the six-week trip was canceled this year due to COVID-19. Professor Jeff Sheets — the creative track professor in the advertising program — has taken students in past years to New York for The One Show, Paris for the Cannes Lions International Festival of Creativity, and London for D&AD (Design and Art Direction). “I’d be lying if I said I wasn’t disappointed,” said Liv Johnston, a senior in the advertising program. “Aside from missing the Cannes Festival and the opportunity to travel, I felt like I was missing out on getting to know my peers. Past groups have said the study abroad is what brought them together. I was scared that without it, our cohort wouldn’t be as successful or united as past groups.” Johnston wasn’t the only student disappointed by the news. Senior advertising student Jay Cook was in denial that the trip was cancelled — she even took her passport and raincoat home in anticipation for the trip to resume as planned. This year, Sheets adapted to the circumstances by inviting industry connections, friends and alums to spend time with the students on Zoom to share stories, ideas and advice. “One of the best ways for advertising students to network and be inspired is through attending industry events and awards ceremonies,” said Sheets. “I decided that if we couldn’t go to the industry to get all that immersion, experience, networking and inspiration, then as the faculty I had to do everything I could to bring the industry to us. The great thing about technology is you can do things like that, it just takes a lot of invitations and work.” “When Professor Sheets said that he wanted to do a virtual study abroad, it got everyone excited,” said Dallin Slavens, a senior studying advertising. “He pulled so many strings. It wasn’t the same as traveling to Europe, but it was a really good growing experience.” Senior advertising student Evelyn Harper knew she wanted to go on the study abroad for the experience of meeting professionals, but she didn’t think she would be able to afford it. “When they first started cancelling everything, I was interviewing for so many scholarships trying to get enough money for the study abroad,” said Harper. Because the study abroad was virtual, all 40 students within the creative track of the advertising program participated; this wouldn’t have been possible if the group had been traveling. The Zoom study abroad included visits from CEO’s, CCO’s, creative directors, copywriters, art directors, producers, film directors, directors of photography and many more professionals in the industry. “When the speakers talked about their first experiences working as a professional, that made my goals seem achievable because they humanized what it looks like to grow your skills and become a better creator,” said Harper. “My journey is going to be very individual as to how I get where I want to be.” The virtual study abroad included speakers who came from top ad agencies all across the globe, such as TBWA\Media Arts Lab in LA and Beijing, Wieden + Kennedy in New York, London, and Portland, and creative teams at brands like Facebook in Menlo Park and Lego in Denmark. The study abroad also featured a panel discussion with five female alumni, as well as a lesson on spirituality in creativity. “The primary emphasis of the spirituality in creativity portion of the study abroad was to show students how to use their God-given talents and gifts to help alleviate and lift. What cooler way is there to use creative talents than to promote the most important message the world has ever known — the Gospel of Jesus Christ?” said Sheets. Johnston shared her experience from the spirituality-creativity portion of the study abroad. “I’ve always viewed our Heavenly Parents as the master creators,” said Johnston. “I feel as though when I am creating for good, I am tapping into my divine characteristics that I got from my Heavenly Mother and Father.” Planning a study abroad normally takes at least a year of work, but Sheets planned this virtual study abroad within a few weeks. “Professor Sheets quickly reached out to people. It may not sound effective to have an online study abroad, but it helped us grow a lot,” said Slavens. “I’ve seen the best of the best now because of this experience, and it helped me be my most creative self in an industry where you have to be creative to create ads and messages that will really impact people.” After the six-week virtual study abroad, Cook felt more unified with her peers and inspired in her creativity; the experience exceeded her expectations. “Not only did the many Zoom meetings and chats make us closer as a creative track, but each professional gave us a distinct and new perspective on the industry and life as a creative,” said Cook. “By the end, I felt like I had grown as a copywriter more immensely than I would have thought possible. I wasn’t just sitting in front of a computer screen. I was given an all-access pass to the best in the world of advertising.”

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AdLab Student Project “Your Decisions Write Our Stories” Dominates Awards Season

McKell Park — Thu, 02 Jul 2020 22:43:14 +0000

The project, titled “Your Decisions Write Our Stories,” won several awards this year, including a Gold Award at the International Andy Awards and Best in Show at Utah’s American Advertising Federation Awards When BYU advertising student Connor Dean first heard about Dr. Scott Warren, an Arizona State University professor being charged for ‘harboring illegal people’ at the border, he was confused by the backlash Warren received for his actions. “To me, it was a modern-day Good Samaritan story of a man choosing to go against prejudice to help save another life,” Dean said. “I began to think, what would I do in the situation? What is right and what is wrong? What is the greater commandment as children of God, to love one another or to love the law of the land?” Quickly, Dean’s personal reflections morphed into an advertising project titled “Your Decisions Write Our Stories.” The video — branded with the LA Times — tells the story of the wife of a border patrol officer who stumbles upon a young boy and his pregnant mother as they attempt to cross the border near the couple’s home. The student team — Connor Dean (Producer), Enoch Lui (Copywriter), Cam Tribe (Art Director) and Quinn Frehner (Strategy) — decided to produce the commercial in a narrative structure, allowing the audience to understand the complex issue through a relatable and emotional story. “I tend to gravitate more towards narrative-type storytelling in commercials because I feel that I can share important messages in a beautiful and relatable way,” Dean said. Although the ad addressed controversial messages about immigration, the students hoped to shed light on humanitarian aid at the border, a topic the group believed many are unaware of. “Border groups such as No More Deaths and Border Angels organize water drops and supplies for refugees crossing the border in harsh conditions. There have been legal ramifications to these individuals for helping immigrants as they seek a better life,” Dean said. By using the captivating story and character development, the team wanted to promote more understanding for illegal immigration, and encourage a different way of thinking about immigrants coming into the United States. “Instead of being passive about topics that might make us uncomfortable, such as illegal immigration, we can make a conscious effort to develop empathy for others and to see them as human beings with valid life experiences,” Dean said. The students also hoped to convey a message about the importance of finding truth, even when that truth can be difficult to hear. The words that appear at the end of the commercial — “your decisions write our stories” — are a reflection on the relationship between what one believes to be true and how that can affect decision making. “We make decisions based on what we believe ‘truth’ is. Paradoxically, in today’s world truth is harder to find, even though there are more news stations, search engines and resources than ever before,” Dean said. “We won’t discover truth if we rely solely on our own experiences to perceive the world, because people everywhere have extremely different circumstances and realities that we cannot comprehend.” Enoch Lui, who worked as the copywriter for the project, found personal fulfillment from his involvement and the opportunity to use his voice and talents for good. “The project meant a lot to me because I served my mission in Guatemala. I saw a lot of people leave their homes to try to find a better life in the United States,” Lui said. “We weren’t trying to show one side or the other, and we were just trying to give the facts, but we felt like it was an important message to share.” The AdLab had a great impact on the success of the project, as the students were able to bring their creative ideas to life using its resources. Dean was able to benefit from real-world experience in film production. “As a commercial film producer, you are in charge of the whole production process,” he said. “You need to understand film production, narrative structure and story development as well as handling things like budgeting, casting and scheduling. The AdLab has been so crucial in my education and growth as a producer. We have access to amazing resources such as cinema cameras and editing and coloring software.” Ultimately, “Your Decisions Write Our Stories” sought to bring empathy — not based in political views, but rather real people and stories. “I hope that people can watch this story and form opinions not based on political affiliation or preconceived notions, but on seeing and hearing the stories of other people — especially those who are marginalized,” Dean said. “I hope we can become better at not simply accepting the truths that are portrayed to us by our own culture, but that we can put in the work to recognize the experiences of humanity everywhere.” Watch the full ad here. Awards Won: Gold Cube – Art Directors Club (ADC) for The One Club for Creativity Gold Award – The International Andy Awards Gold – Telly Award Utah AAF – Best in Show

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BYU’s AdLab claims top spot in two national competitions this month

admin — Tue, 30 Jun 2020 20:53:57 +0000

What if you were able to work on real-life projects for global brands such as Amazon, Gatorade, Nike and Spotify as a student? Students who work in BYU’s AdLab, a professionally mentored, student-led advertising agency, do just that. Oh, and they are also pretty good at winning awards. Like Emmy-award winning good. Earlier this month, one recent project from the team became the latest to win the Emmy for Commercial, PSA, or Promo from the College Television Awards. The commercial tells the story of a father and son who reconcile their relationship when the father accepts his son for who he is rather than what he wants his son to be. A big reason why the students and faculty in this lab are so successful is their ability to be in sync with the advertising industry and its trends. Most recently, they have embraced the new model of brand storytelling through social advocacy. To do that, professors and advisors encourage students to tap into their personal backgrounds, areas of interest and passion to help brainstorm the next project. See the full article by Aaron Sorenson at news.byu.edu.

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Advertising Professor Chris Cutri’s Documentary “To the Extreme” Investigates the World of Extreme Sports

McKell Park — Mon, 02 Dec 2019 23:53:34 +0000

Cutri’s documentary examines the world of extreme sports including socio-economic factors and peak in participation Extreme sports continue to fascinate and entertain the public even after their long history beginning in the 1950s. It is nearly impossible to peel your eyes from the seemingly superhuman feats athletes perform as they fly, jump and twist through the air. Safety is put on the backburner as participants appear to defy human limitations. In recent years, there has been a boom in the popularity of these kinds of sports. Although School of Communications professor Chris Cutri does not participate in extreme sports himself, he is passionate about understanding the spike in participation because of his previous projects focused on the sociology of sports. “These pursuits are becoming more and more common,” Cutri said. “I wanted to find out why.” The documentary — filmed entirely in black and white — was recently picked up by First Run Features — a prominent distributor of independent films based in New York City. Cutri’s film explores the psychology of extreme sports such as wingsuit jumping, ultramarathons and highlining. Read the full article on the School of Communications website.

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The BYU Launchpad

admin — Mon, 05 Aug 2019 18:34:18 +0000

With a boost from BYU’s top-ranked advertising program, students are blasting off—creating iconic campaigns and landing at the world’s most-respected agencies. More than 200 strong, boisterous Brimhall Building residents create impactful messages and effective strategies for real-world clients, squeaking colorful solutions onto whiteboards in their ground-floor workroom. Then they spend every spare dollar on props at thrift stores to make their visions come true. Logos from the biggest brands—Amazon, Nike, Holiday Inn, Gatorade, Spotify, Doritos, to name just a few of the AdLab’s clients—line the lab’s walls. And a hallway display case brims over with awards; no dust settles on the hardware, which is rotated out with each year’s haul from national and international competitions. What’s more, BYU’s advertising alumni have been creative leads for some of the world’s most iconic campaigns. Allstate’s Mayhem character, Apple’s “Welcome Home,” Old Spice’s “The Man Your Man Can Smell Like,” and Gatorade’s “Be Like Mike” remix—all came out of the minds of BYU advertising alumni. These are heady times for the BYU advertising program, which College Magazine recently ranked No. 1 in the nation. Read the article at magazine.byu.edu.

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BYU Students Touch Hearts with ‘Handimojis’ Creation for Deaf Community

Morgan Reis — Tue, 02 Jul 2019 20:23:15 +0000

BYU students from the School of Communications and the Department of Design came together to create ‘Handimojis’ — an ASL-friendly version of Apple’s ‘Animoji’ BYU students Sam Carlson, Amanda Rasmussen and Coni Ramirez were given an assignment in their advertising class — create an idea that uses technology to connect customers to a brand. The result of this project extended beyond the classroom walls and has encouraged a wider conversation about inclusivity and diversity. Carlson knew he wanted this project to focus on the deaf community because of his deep admiration of American Sign Language and deaf culture — a respect he gained while serving an ASL mission for the Church of Jesus Christ of Latter-day Saints and working as an ASL teaching assistant for BYU. During the brainstorming phase, Carlson proposed to Rasmussen and Ramierez that they use the idea of Apple’s Animoji technology and add the ability to depict hand movement. This would allow users who couldn’t previously use the feature to have access to Animoji technology in a new, exciting and personalized way. In addition to using this for their class project, the team decided to enter ‘Handimojis’ into the Future Lions advertising competition. The challenge for the competition was to “connect an audience of your choosing to a product or service from a global brand in a way that wasn’t possible three years ago.” ‘Handimojis’ fit the goal of the competition, so they decided to make the April 15 deadline. When the team presented the idea of ‘Handimojis’ to their BYU class, they were met with hesitation as many people were under the assumption that it would be impossible for deaf users to be able to hold their phone and use ‘Handimojis’ at the same time. However, the team explained that deaf people already use just one hand when video chatting on the phone. The new feature could be easily integrated into the existing culture. The team enlisted the help of Britta Schwall, a member of the Salt Lake Deaf Community, to sign in the one minute and 15 second video clip. After they finished shooting the footage of Schwall and others from the Salt Lake Deaf Community, there was still an integral part missing — the animation for the ‘Handimojis’ hands. This task proved to be the most challenging aspect of bringing ‘Handimojis’ to life. The three advertising students knew what they wanted but didn’t have the skills themselves to execute the 3D graphics for ‘Handimojis.’ As the team hurried to find someone to do the animation before the upcoming competition deadline, they turned to the Department of Design and its animation students. They eventually got in contact with Emily Ellis, who had just learned in her animation class the exact skills and techniques that would be required to complete the ‘Handimojis’ idea. “Emily was the answer to our prayers,” said Carlson. “With four days until the deadline, she pulled off some kind of magic. Seeing her animation was one of the most beautiful things I’ve ever seen — it was exactly how we imagined it.” Rassmussen took Ellis’ animations and added them into the video only hours before the Future Lions competition deadline. Although the team’s idea didn’t advance in the competition, the team felt proud of their work and commitment to include a group of people that had previously been excluded from using Animojis. Schwall asked the team for permission to share their video on her Facebook to show what she had helped with. While the post was initially intended for Schwall’s immediate family and friends, the post now has over 48k views and 800 shares. Many of the comments on the post ask if ‘Handimojis’ is available for download or mention they weren’t able to find it in the App Store. While this app hasn’t been picked up by Apple, these comments show high interest and appreciation for this idea created by BYU students. “Seeing how the Deaf community reacted to it was more fulfilling than winning any award,” said Carlson. “It was a reminder to me why I first got involved with advertising — there’s so much good and positive change we can be a part of.” Read additional coverage at ABC4.

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BYU Professor Brings Joseph F. Smith’s Vision of the Dead to Life in New Film

Sydnee Gonzalez — Tue, 02 Apr 2019 16:24:50 +0000

BYU School of Communications Professor Kevin Kelly’s new film “I Saw the Hosts of the Dead” will air Sunday, April 7 at 9 a.m. on BYUtv before “Music and the Spoken Word.” The film is a documentary — mixed with a little live action — that explores Joseph F. Smith’s vision and the background behind it. To read more about the inspiration behind the film and what it took to create it, visit the School of Communications website.

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Best of BYU Ad Students Take on Top Advertising Companies at Sundance

Sydnee Gonzalez — Fri, 01 Mar 2019 03:52:04 +0000

Seniors in the advertising recently participated in a recruiting fair with some of the nation’s top advertising companies. Read more about it on the School of Communication’s website.

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