The AAF American Advertising Awards is one of the industry’s largest creative competitions, attracting nearly 35,000 professional and student entries each year through local club competitions. Temerlin creative students won NINE American Advertising Awards (ADDYs) at the 2020 AAF Dallas awards show last week. “Our students represented us well in front of the Dallas advertising community tonight and with so many gold, silver and Best of Show winners advancing on, we’ll keep representing SMU at the regional and national levels” explains Professor Mark Allen.
Creative students have worked very hard over the past semester to produce several award-winning campaigns, and we couldn’t be happier to see them succeed. Professor Willie Baronet shares: “I’m so proud of all our students for killing it tonight, especially Gaelle and Anna Rose for taking home BEST OF SHOW! And kudos to the TAI team for creating space for these students to flex their creative brilliance!”
BEST OF SHOW
Anna Rose Corell & Gaëlle Gachelin / P3 (Magazine Advertising)
Anna Rose Corell & Gaëlle Gachelin / P3 (Magazine Advertising)
Sydney Bottum & Sophie Vos / Hello Fresh! (Magazine Advertising)
Olivia Childs / Keurig (Magazine Advertising)
Abby Coon & Charlie O’Brien / Slip (Poster)
Sam Smith, Avery Bouch, EJ Niemczyk / Beyond Meat (Integrated Campaigns)
Sam Smith, Avery Bouch, EJ Niemczyk / Beyond Meat (Illustration)
Olivia Childs & James Klopp / Native Deodorant (Illustration)
Anna Rose Corell & Gaëlle Gachelin / Diptyque (Animation or Special Effects)
Congratulations to TAI Students Isaac Cordova and Will Sutter for achieving the TOP creative award in the Texas Central Bullet Train Short Film Competition! And thank you to everyone who voted them to first place, we are proud!
TAI’s advertising students are encouraged to take advantage of as many internship opportunities as possible. Creative track student Jolie Guz has followed that advice, which has allowed her to gain valuable experience in different industries as well as help shape her career goals for the future.
This semester, Guz is a copywriting intern for stationery company Read Between The Lines®.
“As a copywriting intern, I help write copy of all kinds!” Guz said. “From email newsletters to blog posts to Instagram captions, I help carry the voice of the Read Between The Lines® brand. Primarily, I focus on Instagram captions for our daily posts which are viewed by over sixteen thousand followers as well as product descriptions for the online portion of our business – we add new products from our favorite makers each week!”
Guz has been fascinated with Read Between The Lines® for a while. She actually won one of their Instagram giveaways when she was in high school. Since starting her internship she has learned even more about the brand.
“I have learned an incredible amount about SEO and how to write copy in our brand voice while still being able to add my own style,” Guz said. “I have also learned the value of gift giving! Each person that comes into the shop has a different story or experience that drives the way they make a purchase. I love hearing customers make comments on certain cards or phrases they find relatable.”
Her priority is writing Instagram captions for daily posts. She also works with the graphic design intern and creative manager to create newsletter emails for the week. Outside of her regular responsibilities she also gets to work with new makers and products and attend maker events.
“When we add new makers and products to the shop, I get to help write the descriptive copy that introduces our customers to the new maker!” Guz said. “I was [also] able to travel to Silo-Bration, which is a huge independent maker shopping event at the Silos in Waco, TX. It was awesome to be able to interact with people who are so passionate about the products we create and to meet all of our Instagram followers in real life!”
Many of her creative courses and professors helped prepare her for a copywriting position, as she’s been able to get lots of practice and feedback.
“The copywriting practice I gained in [Professor Allen] and [Professor Baronet] Portfolio classes has been insanely helpful when it comes to writing captions and newsletters,” Guz said. “The guidance I’ve received from [Professor] Jason Shipp in his classes has also been influential in the process of writing and re-writing copy of all kinds.”
Prior to this semester, Guz has had several other internship and freelancing positions where she gained experience in several different industries.
“[As a] Branding Intern [for] Page Architecture, I was able to gain experience working within very strict branding guidelines and on architectural photoshoots,” Guz said. “Plus I learned a lot about great architecture! [As a] Design Intern [for] Texas Legends NBA Developmental League Team, I was able to work in the crazy world of sports. I was able to help create stadium signage, jersey designs and merchandise for the team. [As a] Graphic Designer [for] Spirit of America Productions, [a company that] takes high school dance teams to perform in the Macy’s Thanksgiving Day Parade each year, I design postcards and merchandise for the event as well as help walk in the parade in NYC each year!”
With preparation from her courses, previous internship opportunities, and now her position at Read Between The Lines®, Guz has a good idea of the culture she wants in future positions.
“I’ve absolutely loved my time in Temerlin and at SMU,” Guz said. “The people are absolutely priceless in this program, and I wouldn’t trade them for the world! I [also] absolutely love our Read Between The Lines® Team! I know that I want to be surrounded by creative gems of human beings just like them throughout my career.”
Black Eye, a design and marketing communications agency, is celebrating its 20th Anniversary this year. Founded in 1997 by SMU alumnus Chris Stewart (’95, ’97), the agency works for a wide range of clients–from national, blue-chip companies to small local businesses.
To help mark their anniversary, the creative team from Black Eye took the afternoon and evening of October 2 to work with SMU advertising students. Coordinated through SMU Advertising Professors Mark Allen and Willie Baronet, they first assisted in an Advanced Portfolio Critique and later provided an in-depth look at their company and agency-life during a workshop.
“There is nothing like ‘real world’ experience and stories to get our students excited and motivated about their careers,” TAI Professor Willie Baronet said. “Black Eye did a fantastic job of sharing their work, creative approach, and how they got where they are. The students and faculty really enjoyed and appreciated their time and wisdom.”
Black Eye provided food and beverages at the event, which was attended by approximately 25 TAI students. Students were especially interested in advice from creative professionals how to set their portfolios apart, and the differences between working in larger agencies versus smaller studios.
“We’ve never had an entire firm close up shop so they could bring the whole creative team over,” TAI Professor Mark Allen said. “I know our students really appreciated it.”
“We wanted to take a break from our day-to-day, reflect on everything that’s transpired over the last 20 years and give back a little to the University where it all started,” Steward said. “We really enjoyed the experience of working with the students and think they will have bright opportunities.”
The students at Temerlin Advertising Institute greatly appreciated the opportunity to meet and work with creative professionals in the industry.
TAI creative advertising student Riley Frost has been working as an apprentice at Brass Tacks Collective since July. While her experience is considered an internship, it is far from the average agency internship.
“Brass Tacks Collective runs on a paid apprenticeship program,” Frost said. “My day-to-day job is working with a team lead that acts as a guide throughout the creative process for each project. I work with other apprentices in a collaborative rather than competitive manner, and one of these days will be given the responsibility to lead a project.”
Frost was encouraged to apply for the position by TAI creative advertising Professor Willie Baronet, and she has loved her time there since the beginning.
“Our days at Brass Tacks are full of jokes, sing-a-longs, and tons of fun,” Frost said. “We work for several non-profit organizations around the Dallas area, and those heart-warming experiences are some I will never forget. Our team goes into every meeting with confidence and of course a sense of humor. One thing is for sure; boring days at Brass Tacks do not exist.”
Brass Tacks brands themselves as a “teaching agency” that is made up of paid “apprentices” working on local clients. Since starting, Frost has gained valuable skills that she can apply to her future career.
“It has only been about three months since I started working at Brass Tacks, and I have learned so much,” Frost said. “I have learned how to use new programs such as Sketch and Invision, as well as deepened my understanding of the Adobe Programs. Production skills aside, I have learned how the real world of advertising works. Clients can be difficult, but you have to go into each situation poised and patient.”
Frost has also taken the skills she’s learned in her advertising courses and applied them to her work at Brass Tacks.
“Everything I have learned [in my advertising classes] has come into play in some way or another,” Frost said. “The main one though is the importance of having a concept behind any design or campaign.”
Working for such a unique agency has given Frost a perspective on what she wants for her future career in the advertising world.
“It has taught me that I want to work at a small agency rather than a huge machine of a company,” Frost said. “I want to do work for big clients, but also want to give back to the community. Brass Tacks has taught me how to balance both.”
One thing Frost wanted to make sure that everyone knows is that, “Brass Tacks rocks.”
The Temerlin Advertising Institute for Education and Research (TAI) trains students to search for unique solutions in advertising, preparing them for work in advertising agencies, media firms, corporate marketing departments, design studios and more.
The summer of 2017 has been filled with many student accomplishments, as we’ve had several students interning at some of the top agencies locally and nationally. TAI Creative Advertising student Laura Walsh spent her summer interning with Moroch Partners at their Dallas office.
“Because Moroch is great at having creatives work on a variety of clients, the entire creative department was basically my team,” Walsh said. “I worked with a specific team depending on the client. There were times that I would concept with the Executive Creative Director and maybe two others for commercials and then there were times where we as a department concepted together. I also worked with other studio and production interns to create content for social posts.”
Walsh supported clients such as Vision Works, Taylor Hooton Foundation, Llano Wines, Teazzer’s Tea, and Cheddar’s Scratch Kitchen. Assisting with the conception and production of several McDonald’s commercials was especially exciting to Walsh.
“I learned more than I ever could have imagined,” Walsh said. “Even when there were slow days and I was working on more boring project I still felt like I was learning. I learned more about the creative process in an agency environment, that some clients are awesome and others you want to throw out the 11th floor window. As one of my Creative Directors said “Everything is a teachable moment. Even when you screw up and accidently insult the client’s eating habits during a presentation.”
One of Walsh’s favorite memories from her internship was getting covered in McDonald’s French fries for National French Fry Day. She emphasizes that one of the best things about Moroch was that there was no typical day.
“Some days were filled with kickoff meetings and brainstorm sessions and some days were slower in terms of work than others, but every day was great and something new,” Walsh said. “On any given day you could find me creating logos, ads, website content, branding collateral, content boards, presentation decks etc. I also participated in campaign concepting and brainstorm sessions as well as client photo shoots and video/commercial production.”
A lot of the experience that Walsh has had from class and projects helped her be successful in the internship.
“I think honestly everything I’ve learned came into play at some point or another, especially with my creative core and graphic design classes,” Walsh said. “[The internship] definitely solidified a career in advertising.”
Temerlin Advertising Institute is lucky to be located in a top 5 media market, giving our students easy access to all kinds of agencies in the Dallas-Fort Worth area.
Many creative advertising students and professionals alike have a working job as a freelance designer. However, not everyone is able to turn it into a successful job outlet. TAI creative advertising student Wade Burton is currently enjoying success as a freelance designer, while balancing the hefty load of schoolwork that comes with his major.
Burton didn’t start designing with the intention to be a freelancer. After downloading Adobe Illustrator and playing around with it, he became inspired to constantly create.
“It was a very natural progression from there,” Burton said. “Friends and friends of friends started seeing this work I did, probably on my Instagram or Snapchat, and started reaching out. When labels need to be used, I prefer designer to graphic designer simply because when these people tap me for work, what I have realized they want more than my computer clicking abilities is the way I think, and that’s easily the most rewarding part of the freelance work I do.”
Through his experience freelancing, Burton has become firm in his viewpoint of creativity and creative work. He prefers to take a less mainstream approach to his work for clients.
“My learning experiences freelancing are also fairly nontraditional as far as I understand the industry,” Burton said. “[TAI] Professor Mendenhall once spoke to 99% of graphic design work being able to create on the computer screen what your client dictates to you, and 1% being you executing your vision. I took this to heart, and told myself from the start that I always wanted to operate exclusively in that one percent – to the occasional chagrin of Prof. Mendenhall’s project grading rubrics. I made the conscious decision that if I ever wanted to get into design full-time, I would only do so upon being recognized for my personal style. I hold respect for graphic designers, and I hold even more respect for those who break the mold, going against the status quo and earning recognition and praise for it.”
As part of his time in the advertising program, Burton was able to be a member of SMU’s 2016 NSAC Ad Team. Through the Ad Team experience got a glimpse of what it’s like to work under the guidance of superiors.
“Ad Team taught me how to exercise humility and practice respect for authority,” Burton said. “Working under a boss is a subject that my freelance work never really broached on, because I always maintained total control of the product until the contract’s completion. Additionally, Ad Team taught me how rewarding a project’s journey to completion can be once you see it entirely through. Even in summer internships, that feeling of completion is frequently lacking. In the agency world, it can take months or even longer for something like a TV spot to go from project brief to production to airing. Ad Team provided a complete experience of this lifecycle in a single semester, even if it didn’t end on a nationally displayed television commercial.”
TAI’s Creative Advertising program has taught Burton a lot about the creative world, especially the many different approaches to creativity and how to apply that in the advertising industry.
“Temerlin’s Creative program has shaped the way I think about creativity as a whole,” Burton said. “Lots of people will say that you can’t be taught creativity, which I would agree with to some extent. But you can be better taught how to think creatively. Thanks to Mark [Professor Allen] and Willie [Professor Baronet], I have learned to take in everything as inspiration. Whether it’s inspiration for what not to do, or work that I wish I had come up with, I have learned a greater appreciation for everything artistic because sources of inspiration come from all over. Mark and Willie have also taught me the importance of creating good advertising work. Their constant feedback and willingness to help and see us succeed pushes me to always create the best work possible. These are people who I didn’t really know two years ago, and now would be ashamed of disappointing by doing anything short of excelling in this creative program.”
Burton is currently an art direction intern at McCann Humancare, a health subsidiary of McCann New York, where he’s been able to put his creativity to the test.
“It’s a pretty common industry stigma to work in health, or pharma as most people will call it,” Burton said. “So I learned quickly to get over that because worrying about other people’s negative opinions of your job can really slow you down and there’s no time for that, especially when you’re working in NYC. I’ve also come to learn that of the most exciting aspects of working ‘pharma’ is that the extensive restrictions breed creative excellence. The second week that I was here, the McCann Health network swept the floor at Cannes, heading home with 25 Lions. Suffice to say, any lingering fears of having to do mundane work subsided upon receipt of that announcement.”
All of his experiences, both school and work-related, have truly helped shape him as a person and guide him towards having a successful career while leading a healthy lifestyle.
“I believe that all of my experiences speak directly to my strengths of independence and adaptability,” Burton said. “Living in New York City is not easy, especially going into a creative field. Being able to live comfortably on my own and constantly roll with the punches has prepared me for life after graduation. I think independence is something extremely undervalued and under-taught. Having friends and a burgeoning social life is fantastic and undeniably necessary to personal health, but finding your own way in this transition out of college into the workforce doesn’t happen if you exclusively live other people’s lives with them and are afraid to be independent.”
Thursday May 18, many TAI students attended an Alumni Gathering event in New York City as part of MayTerm courses in New York. They got to mix and mingle with many SMU and TAI graduates from many different classes. These alumni are now thriving in their careers in New York City and took the opportunity to connect with and talk to current students.
Many TAI students have aspirations of working in New York City after they graduate, so getting to meet with alums who were in there shoes merely a few years ago was very motivational for them.
“The event was such a great way to network with the NYC TAI advertising community,” TAI student Joanna Fennessy said. “Especially as a rising senior wanting to work in advertising in the city post graduation, I found the event extremely useful and inspiring. I was able to talk to all kinds of alums working in agencies, with brands, and for consultancies. It broadened my knowledge of the industry and my network within in a city other than Dallas for a change!”
Many TAI students on the Creative track appreciated the chance to meet former TAI Creative students and listen to their advice.
“The networking event was an incredible opportunity for the Creative track students,” TAI student Jolie Guz said. “It was crazy to meet other creatives who were in our shoes on the same trip a year ago, but are now working for agencies like Digitas and Wieden+Kennedy. I was not only able to meet SMU alumni in the New York area on this trip, but I also had the chance to get closer with a lot of my friends in the creative track as well.”
All the students on the New York trip appreciated the occasion to bond with fellow students and to learn more about advertising opportunities in New York.
“The New York trip gave me key insights to not only what some of the top agencies in the industry are about, but helped better my understanding of what kind of agency I want to work for,” TAI student Samantha Shearson said. “I was so impressed with this trip and all of the SMU alums’ generosity on taking time out of their days to make this trip special for us. This trip exceeded all my expectations and will inspire me to work harder on my book.”
Going to school with a sibling is an experience that many siblings have in their lifetime. However, more rarely do students have the experience of attending the same college as their siblings. Even more rarely are siblings in the same program and major at the exact same time. TAI students and sisters Jessica and Tiffany Giraudon share this experience.
With only a one-year difference in age, Jessica and Tiffany were admitted to the program at the exact same time. The only difference is that Jessica is specializing in Strategic Brand Management while her younger sister Tiffany is on the Creative track.
“Jessica and I have always been competitive but in the best way possible,” Tiffany said. “We don’t want to beat each other as much as we want to push the other to perform at their fullest potential. Having classes together has definitely fostered our competitive side, but also fostered a want to help and see the other succeed. Jessica and I have always had different habits when it comes to school and how we like to get things done so it has been nice to see the way we have evolved and worked together through group projects and various courses.”
The Strategic Brand Management and Creative tracks have very different style classes and subject matter. The Creative track has very hands-on courses that have student constantly producing ads, logos, and other relevant design work. The Strategic Brand Management track focuses more on the account side of advertising, including strategic planning, business development, and brand management. Because of the differences in tracks, Jessica and Tiffany have grown to appreciate the work each other does.
“It wasn’t until I took the Creative Production class that I realized how much time, dedication and skill it takes to produce high quality creative work,” Jessica said. “I view my work in brand management and planning as the precursor to strong creative work. Our job is to provide consumer insight and direction so that the creatives can develop ways to engage consumers by creating an actual ad.”
While many of the classes they take differ because of their specializations, they have taken many of the general core advertising courses together. This has allowed them to grow their relationship in a new way.
“It was always a relief to have a sister in class for multiple reasons,” Tiffany said. “I always had an automatic group partner I knew would pull their weight, I always had a buddy to sit by in class, and I always had someone who understood the work I was doing and could push me to do my best work. It has definitely made the program enjoyable and allowed me to get to know my sister in a new, academic setting.”
Both sisters agree that having a sibling in their same program influenced their experiences for the better.
“Having Tiffany in the advertising program enhanced my experience in the program,” Jessica said. “It equipped me with a better understanding of and appreciation for other disciplines within advertising. It’s interesting to hear her talk about what she’s learning in her classes and impressive to see the work she’s producing.”
Many students have a specific idea in their head about what type of company they want to work for. Usually this is a well-known, popular company that students idolize. However, these students often don’t realize that smaller, less well-known companies can provide an equally wonderful, if not even more hands-on experience. TAI student Eric Sedeno is interning this semester as the Jr. Design Intern with Photomadic, a small photo solutions and event marketing company in Dallas.
“I actually did not apply to this internship,” Sedeno said. “My boss found my LinkedIn profile and thought that my work was great and sent me an email about their company and what they were about. I visited their office and enjoyed how young and energetic the office was and decided to accept their job offer.”
The atmosphere and culture at the Photomadic office has provided Sedeno with many great memories already.
“One day after work we went to Sandbar [Cantina and Grill] to celebrate [a colleague] Dave’s birthday,” Sedeno said. “We played volleyball and bonded for about 2 hours and it was a great day. The other night we shot a promo video at a brewery in Dallas and everyone had a great time. It was fun to see everyone get even more comfortable and I felt like I was a part of the office crew.”
Many of the skills that Sedeno has learned in his graphic design and creative advertising courses have come in handy during his internship. He has learned many new skills as well.
“Although I had a lot of design experience before my class, Intro to Graphic Design has really taught me about how to apply design principles and organize my projects better,” Sedeno said. “It’s really nice to take the design rules I am learning in class and applying then almost directly to what I am doing at my internship. [My internship] has expanded my knowledge of Photoshop tremendously and they have given me time to learn more Adobe programs, which is something I never thought I would have the chance to do.”
After graduation, Sedeno hopes to have a career as an Art Director in the advertising industry. His work experience and school training should help him to achieve this goal.
“My career is going to be as an Art Director in the Advertising industry so having any extra design experience is great,” Sedeno said. “I love being able to expand my knowledge on the programs that I will be using for the rest of my career. I even have my boss as a resource for how I should make my website look and what people in the design side of the world expect things to look like and what matters when they want to hire you.”
Although this was not a typical internship experience, from the application process to the job, Sedeno has had an incredible experience so far.
“I was very skeptical about taking this internship because I had never been approached about working in a place that I had never heard about,” Sedeno said. “But I took a chance, and it has been one of the most rewarding experiences for me. I have learned a lot and built some great relationships. I have grown a lot as a designer and I am able to make money while gaining all these experiences. I can’t wait to see what else I gain from the rest of these experiences.”