Charged with connecting audiences to an idea from a global brand in a way not possible three years ago, a team of students from the Virginia Commonwealth University Brandcenter has won the prestigious AKQA Future Lions competition for the second year in a row.
Limah Taeb, Stanley Hines and Xia Du, all students in the Experience Design track, won the Future Lions award for “BoseNeuro 35,” an idea that uses neuro-technology to send mental commands to Bose headphones, allowing users to interact with music via brain wave technology sensors. Their idea was born from the insight that many people listen to music to help them focus and be productive. The brain wave sensors assess music preferences, allowing for personalized playlists to achieve peak mental performance and productivity.
Virginia Commonwealth University Brandcenter alumni once again played their part in the annual spectacle that is the Super Bowl, contributing their expertise and talent to the creation of a bevy of commercials that aired around the world during Sunday’s broadcast.
As in past years, the Brandcenter, part of the School of Business, was well-represented in the parade of big-budget ads that serve as an entertaining aside to the big game itself. Ultimately, 11 Brandcenter alumni had a hand in nine of the commercials that aired during Super Bowl LI.
Here are this year’s ads with Brandcenter ties.
Jayanta Jenkins speaks during the Brandcenter Friday Forum at the University Student Commons Theater.
Photos by Pat Kane/University Public Affairs
When Jayanta Jenkins (B.F.A.’94/A) joined Twitter six weeks ago as its global group creative director — the company’s highest creative role — one thing became immediately clear.
“We need to take the hashtag back,” said Jenkins, a VCU School of the Arts alumnus who delivered the VCU Brandcenter’s Friday Forum lecture last week. “Twitter has some things that it gave to the world that I think brands have taken for granted and other platforms have basically misused. Twitter was the brand that put [the hashtag] into the world.”
Before joining Twitter, Jenkins served as global creative director of advertising at Apple/Beats by Dre. He began his career as an art director at the Martin Agency before going on to senior roles at Wieden & Kennedy and TBWA/Chiat/Day.
Virginia Commonwealth University’s da Vinci Center has been accepted as an official
partner of the European Innovation Academy, an international organization that advances worldwide innovation through the formation of international interdisciplinary student teams alongside corporate partners and venture capitalists.
The elite group that VCU joins includes corporate partners such as Google and Fiat Chrysler Automobiles, as well as University of California, Berkeley — the only other U.S. university to embed the EIA program into its curriculum for credit. Other institutions, such as Stanford University, will have faculty speakers and mentors at the event.
Photos by Thomas Kojcsich, University Marketing
If it weren’t for George Clooney, Brad Grossman might never have had the chance to be the guest speaker at the VCU Brandcenter’s special campaign launch edition of its Friday Forum speaker series.
Grossman, founder and CEO of cultural compendium Zeitguide, delivered “The Zeitgeist of Zeitguide: It’s what you need to know” to a packed Commons Theater last week as part of a series of events kicking off the $750 million Make It Real Campaign for VCU. With information overload growing daily, it’s almost impossible to keep up with the ever-changing cultural landscape. Zeitguide compiles what’s important so business leaders know what to read, why it’s important and how it can inform decision making.
Natasha Sligh (B.A.’14/A) considers herself “totally Mac-ed out.” She has never used a PC, ever.
Turns out that lifelong loyalty to Apple Inc. may have served her well. Sligh is a first-year graduate student at the Virginia Commonwealth University Brandcenter and she recently accepted a position as user experience intern at Apple in Cupertino, California. As the first intern at Apple from the VCU Brandcenter’s experience design track, she finds herself in uncharted territory.
“There’s no point of reference,” Sligh said. “So I hope that I make a good impression.”
Sligh’s journey to the Brandcenter was filled with obstacles and frustrations. Growing up in Virginia Beach as the daughter of two naval officers, the first time she moved away from home was when she was accepted as an undergraduate in fashion merchandising at VCU’s School of the Arts. She graduated on an accelerated track, and quickly found herself at a crossroads, unsure of what to do with her hard-earned degree. Sligh thought she might work for a fashion house someday but, after moving from job to job in local retail shops, she became determined to use her creative skills in a different way. On a random trip to a mobile phone store with her father, she logged onto an iPad and starting looking for graduate school opportunities. She read what the VCU Brandcenter had to offer and signed up to take the Graduate Record Exam, better known as the GRE, the next day.
“Ever since her application and her interview, we just saw something pretty special in her in terms of her passion and fortitude, work ethic and humility,” said Andrew LeVasseur, professor of experience design at the VCU Brandcenter.
Steven Ebert, who will receive his M.S. in May from the Virginia Commonwealth University Brandcenter in the School of Business, has been offered the 2016-2019 WPP Fellowship, a coveted three-year, postgraduate rotational program with the world’s largest communications services group.
The fellowship comprises three one-year rotations through WPP companies, with each rotation chosen on the basis of the individual’s interests and the group’s needs. Ebert, who is in the communications strategy track at the Brandcenter, will spend his first year at brand consultancy agency Added Value in New York City. Years two and three are to be determined, he said, but will likely be abroad.
A senior executive from WPP’s board will mentor Ebert. At the end of the fellowship, Ebert could have a permanent position with a WPP company.
“The fellowship is a dream come true, really,” Ebert said. “Beyond the professional development, I’m most excited for the mentorship that comes along with all of this.”
Photos courtesy Hackaball
It has been the object of games for centuries, so how does a ball become one of Time magazine’s best inventions of 2015?
The ball is Hackaball, and it’s a serious technological advancement over the soccer ball or basketball. Using a simple app on a mobile device, children can program Hackaball to play traditional games such as “hot potato” or they can create their own unique gameplay. With the correct coding, the ball will also change colors, vibrate and make sounds at the programmer’s whim. Put simply, Hackaball is a computer you can throw around with your friends in the backyard.
“The Time list came something like eight months after the initial launch, and it was just a massive validation,” said Rachel Mercer, a 2012 Virginia Commonwealth University Brandcenter graduate. “We do genuinely believe it’s a very unique product in the space, and we’re very proud to see it on that list.”
Made by Many, a London-based consultancy where Mercer was a senior product strategist, invented the Hackaball prototype as a side project before placing it on Kickstarter to raise cash. The Kickstarter campaign raised $240,000 and Mercer’s role in the early days of Hackaball was to create a strategy to get it on the market quickly. Mercer and her strategy teammates tested Hackaball during a series of play dates with London-based families.
“We needed to know whether or not kids would play with it more than once, what moms and dads felt like it needed to do in order to be worth the price tag and what the price should even be in the first place,” Mercer said.
Hackaball is marketed as a fun option that bridges the gap between technology and socialization — a simple toy that separates children from their computer and tablet screens, yet helps them learn the logic of programming and encourages creative thinking and outside play. To Mercer, it was also paramount that it be a tech toy designed for and marketed to both boys and girls.
Last night, Johnny Roelofs (M.S.’13/B), a 2013 graduate of the Virginia Commonwealth University Brandcenter, felt like a proud papa when the Audi commercial he helped conceive aired during the Super Bowl.
“The excitement around knowing that almost every person I know will [have seen] the baby that I started working on eight months ago is unmatched,” said Roelofs, a senior strategist at Venables Bell & Partners. “There aren’t many professions where your work is seen by so many people on such a big stage at the same time, and it’s a privilege to be given that opportunity.”
This year, VCU Brandcenter graduates worked on 13 TV spots that aired during the Super Bowl. Twenty different alumni played a role in those ads.
Roelofs’ Audi spot promoting its new R8 V10 Plus vehicle points out that man’s greatest accomplishments and improvements come from moments of choosing risk. Putting a man on the moon was a risky decision, Roelofs said, but it led to personal computers, laser surgery and countless other technologies we use today.
“The R8 is Audi’s top car and represents a series of great leaps forward in design and engineering,” he said. “But many of those leaps forward were driven by risky decisions that went against the ‘normal’ way of doing things in luxury automotive. It was those decisions that led to our best-engineered car yet. … We wanted to illustrate how the best advancements come from moments of risk and show how that mindset lives in the car itself.”
Brandcenter alumna Morgan Aceino helped develop Omelet’s ad celebrating 20 years of Pokémon in the brand’s first-ever Super Bowl spot. The Omelet team infused the spot with the energy and finesse needed to properly honor the Pokémon empire. Since the story had to both speak to the Trainers – the people who catch, train, care for, and battle with Pokémon – who have been with the franchise for 20 years and to spark the imagination of the next generation, the team spent extra time speaking to people from both camps.
Read more and watch the alumni’s Super Bowl spots.
Brandcenter alumnus Joseph Maro recently attended Cannes Lions, an annual international festival for people working in creative communications, advertising and related fields.
“I always wanted to be an inventor,” said Joseph “Fitz” Maro, a Virginia Commonwealth University Brandcenter alumnus. “I used to watch a lot of infomercials as a child, and I thought to myself ‘This is what I want to do,’ so I did.”
Cannes Lions, an annual international festival for people working in creative communications, advertising and related fields, was a natural draw to an inventive person such as Maro, who entered the Campaign US Fearless Thinker contest five years in a row hoping to land a trip to the event.
This year, Maro won the contest, which asked the question, “If you had the floor at Cannes, what industry-changing idea would you share?” The award granted him a week in France for the festival – which was held last month – where he wrote a diary published on the Campaign US website.
Maro thinks his belief in the message behind his entry, and his strong desire to attend, sealed the deal in this year’s contest. His winning video pushes for advertising to constantly embrace new technologies through remixing and collaboration, using the music industry and Paul McCartney to make the point.