NOTE: All application materials must be submitted online. See our admissions page for application steps.
APPLICATION PROMPTS
Applicants may only apply to one of our five concentrations. Applicants must complete the prompts required of all applicants and ALL of the concentration-specific prompts for their chosen area. This component of the application is to be completed via the online application portal.
- As you were applying to the Brandcenter, which concentration/s stood out to you? What excites you most about the concentration you chose? (300 words or less)
- Choose something in the world that a brand has created that made you wish you could have done it. This could be a branded experience, a user interface, an ad campaign, a product innovation, a PR stunt, branded content, a social post, or anything else that a brand has been behind that you admire. Show us the example, explain why you admire it, and explain why it was a compelling business decision for the brand. (250 words or less)
- Select a show, movie, book, or play and identify a character that closely resembles you. Explain why you relate to this character, focusing on their key characteristics and qualities. (250 words or less)
Please note that you are welcome to use the internet, A.I., and assistive technologies to answer the questions in the application, but please let us know if you do by including a brief citation or reference to the sources used. Simply state the tool and the function.
Ex. (1) Used Mid Journey to generate images. (2) Used ChatGPT to research brands
- Provide an example of a visual artist you admire and why. (250 words or less)
- Provide a visually driven campaign for one of the following brands. Create three distinct pieces of communication that visually demonstrate the desired message of that product or brand. Choose from one of the four brands below:
- JEEP: Explore without limits.
- World Wildlife Fund: Stop plastic pollution
- REI: Rediscover nature.
- Nike Air Max: The lightest shoe you've ever worn.
- Other AD Mandatories: Please attach 5 creative samples of your creative work either in the form of a pdf or Google Doc. If you have a website that showcases your creative work, please provide the URL.
Please note that you are welcome to use the internet, A.I., and assistive technologies to answer the questions in the application, but please let us know if you do by including a brief citation or reference to the sources used. Simply state the tool and the function.
Ex. (1) Used Mid Journey to generate images. (2) Used ChatGPT to research brands
1. Choose a character from a movie, show, or novel and have them take a side on a current cultural topic. In 500 words or less, write in that character's voice to take a position on any one of the subjects below. Please don't forget to tell us which character you've chosen and include their name and where they are from.
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- Cancel Culture
- Prince Harry & Meghan Markle
- The Will Smith Slap
- Elon Musk vs. Twitter
- Artificial Intelligence
2. Write five possible captions for the cartoon below.
3. Other Copywriting Mandatories: Show 3-5 examples of your original work. You can submit ads, articles, short stories, poetry, art, video, social posts, etc.—anything that best highlights your creative abilities, skill set, and personality. (Provide a link or upload a PDF.)
*Please note that you are welcome to use the internet, A.I., and assistive technologies to answer the questions in the application, but please let us know if you do by including a brief citation or reference to the sources used. Simply state the tool and the function.
Ex. (1) Used Mid Journey to generate images. (2) Used ChatGPT to research brands
- Identify a recent experience that you have had with a brand’s product or services that was less than optimal.
- Identify what pain points you experienced as a user and what you would suggest to improve the experience. (250 words or less)
- Make a poster or a social media post highlighting the improved solution, as if the brand is highlighting the improved solution for new or existing customers. (.pdf or google doc)
- The world is changing fast. What is a significant “force for change” that fascinates you AND how might a brand use this “force for change” to creatively communicate and deliver new brand value?
- Identify the force for change (50 words)
- Briefly describe how a brand might take advantage of this force of change (250 words)
- Make a poster or a social media post highlighting the concept, as if the brand is introducing us to the concept for the first time. (.pdf or google doc)
- Feel free to use an Artificial Intelligence app (e.g. ChatGPT, MidJourney, etc.) to assist you, and if you do, let us know how you used it. (50 words)
- Here are 2 examples (don’t use these):
- Introducing the Headspace AI chat-enabled calming pillow
- Introducing the Target AR shopping experience
- Here are 2 examples (don’t use these):
- Please attach at least one sample of your creative work that you are proud of. In 250 words or less, please tell us what makes you proud of this work. (Work can be submitted in the form of an online portfolio, a pdf, or Google Doc. If you have a website that showcases your creative work, please provide the URL. You are welcome to submit more than one sample of work.)
*Please note that you are welcome to use the internet, A.I., and assistive technologies to answer the questions in the application, but please let us know if you do by including a brief citation or reference to the sources used. Simply state the tool and the function.
Ex. (1) Used Mid Journey to generate images. (2) Used ChatGPT to research brands
- You're the account director at an agency that has been invited to pitch for the Swatch account. How would you think about putting together a plan and assembling a team for a winning pitch?
- Tell us about a time when you played a leadership role in working on something from start to finish. Summarize what you did, the process, and what you learned from the experience.
- Tell us about a recent advertising/marketing/influencer campaign that caught your attention. Please upload or link to a copy of the campaign and tell us:
- Who you think the target is
- What the campaign was trying to communicate about the product or brand
- Three ways in which the brand could tell if this campaign was successful.
*Please note that you are welcome to use the internet, A.I., and assistive technologies to answer the questions in the application, but please let us know if you do by including a brief citation or reference to the sources used. Simply state the tool and the function.
Ex. (1) Used Mid Journey to generate images. (2) Used ChatGPT to research brands
1. What character from a novel would have the best TikTok account? What would it be like and why would it be good?
2. Choose a story from the Sunday New York Times opinion section and then explain why:
- you agree with it or
- you agree but would add the following proof points or
- you disagree completely and why.
- Don’t forget to include a link to the story. Please limit your answer to two concise paragraphs.
3. Interview 7-10 people about THEIR MORNING ROUTINE. Ask them any questions you would like. Then, write three insightful conclusions from these interviews and what the implications might be for advertising and marketing. Please provide your interview questions, along with an explanation of your plan going into these interviews.
*Please note that you are welcome to use the internet, A.I., and assistive technologies to answer the questions in the application, but please let us know if you do by including a brief citation or reference to the sources used. Simply state the tool and the function.
Ex. (1) Used Mid Journey to generate images. (2) Used ChatGPT to research brands
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