A new production master class at the Brandcenter at VCU is turning student scripts into professional-grade spec ads. Now in its second year, the program gives graduate students real-world experience in commercial filmmaking by pairing them with working directors, producers, and production companies.
At its core, the initiative is an ambitious experiment in collaboration, mentorship, and local film community development. Graduate students from the Brandcenter’s Art Direction and Copywriting tracks are selected to have their original scripts produced, working alongside seasoned professionals to bring their ideas to life. They learn on set, in the editing room, and everywhere in between.
As part of Brandcenter’s larger mission, the program helps prepare students for a future shaped by creativity and emerging technologies. Traditional production experience provides a powerful foundation, sharpening their craft and strengthening their ability to adapt, collaborate, and lead in an AI-influenced industry.
Industry partners include some of Richmond’s top production companies like Mondial, FWENS, Superjoy, Bousquet Pictures, SpangTV, and Red Amp. Executive producers such as Patrick Mack (Mondial), Kerry Ayers (Superjoy) and John McAdorey (Omnicom Production) lent a hand, alongside pros like Marjorie Fajardo (The Martin Agency) and Danny Ryan (Arts & Letters Creative Co.) offering their producer talents. This year, the initiative even enlisted a few distant partnerships including Coffee & TV out of London, Cut and Run out of Austin, and director Darren Genet out of Atlanta (known for his work on The Vampire Diaries and The Originals) volunteering their time and expertise.
The generosity and talents of the local production community make the entire initiative possible. Brandcenter alum and director Micah Gendron (Art Direction, 2005), one half of the directing duo FWENS, is an enthusiastic supporter of the initiative and shares what drew him and partner Devin Whetstone to the project, “Beyond wanting to give back to the school, we also had this strong desire to produce something impactful in Richmond, Virginia. We’re always energized by the fresh perspectives and raw creativity that emerging talent brings.”
The results speak volumes. Students don’t just walk away with portfolio pieces—they gain a deep understanding of the production process, from pitch to post. “It’s refreshing to see an entity like Brandcenter provide realistic production experiences to students,” said Patrick Mack, Executive Producer at Mondial. “This program provides these creatives with an opportunity to really understand and respect the resources, labor and talent that goes into producing their ideas.”
That understanding will translate to tangible results for Brandcenter graduates. “This opportunity is invaluable to our students as they head into their creative careers, making them more valuable to a brand or an agency from day one,” says Tom Scharpf (Art Direction, 1998), Brandcenter’s Chair of Art Direction and Creative Director of the initiative. “Not only do they experience the steps of pre- and post-production first hand, but they also see how their ideas can improve through collaboration with professionals. Understanding that production is an adaptive, collaborative process is crucial in our industry. Plus, having a professionally produced spot in their portfolio can elevate how recruiters view their work.”
In an era where AI tools are rapidly transforming creative workflows, this initiative reinforces the value of traditional production skills—like storytelling, visual composition, and creative problem-solving on set. The future of production will depend on creatives who can harness both craft and technology to deliver resonant work.
“Our production partnership initiative, the brainchild of our professor Tom Scharpf, was the perfect opportunity to provide our students with real-world experience, collaborators, and tools,” said Vann Graves, Executive Director of the Brandcenter. “The project highlights the importance of fundamental production skills in a world where AI use is growing in the field. 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.”
The benefits flow both ways. FWENS directing duo Devin Whetstone and Brandcenter alum Micah Gendron (Art Direction, 2005) have been significant partners and generous collaborators both years and see positive results in their own creative process. Gendron shared, “We shared our expertise, and in return, we got fresh insights and a renewed sense of creative purpose...the students’ sheer enthusiasm and willingness to just go for it with their creative ideas blew us away. They weren’t bogged down by years of industry ‘rules’ and brought a refreshing, often fearless, vibe to the brief. Their energy was infectious.”
John McAdorey, Head of Production at Omnicom had a similar perspective. He tells us. “It was incredibly inspiring to collaborate with such a young, talented group who weren’t afraid to take risks and brought a genuine sense of appreciation and enthusiasm to the process. Their energy and openness reminded us why we all got into this crazy business.” McAdorey looks ahead with optimism, “For our team it was a great reminder of the future of this industry — and it’s in very good hands.”
From actors meowing on cue to building an emotional story inside a literal tunnel of boxes, each project was both a creative adventure and a logistical feat. “In a typical project at Brandcenter, a big part of presenting is giving the work a high level of finish,” said student Nithya Charles (Art Direction, 2025). “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, her team’s spot for U-Haul evolved from a 30-second love story into a 90-second emotional journey, complete with flashbacks and stylized set design.
Students quickly learned that filmmaking is fluid, full of rewrites, setbacks, and magical breakthroughs. “This project reminded me that presenting creative work is more than just selling something,” said Henry Coffey (Copywriting, 2025). “A great creative presentation invites people to collaborate on a shared vision.”
Producers like Danny Ryan of Arts & Letters emphasized the collaborative nature of the work. “There’s no red tape here—just creative people making something great. That’s a producer’s dream.”
And for the students, the takeaways go far beyond craft. “It made me a lot more open to change,” said student Kedi Hickman (Copywriting, 2025). “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.”
With goals to expand the program’s scope and budget, the Brandcenter is calling on agencies, production companies, and film veterans to join the cause. “This initiative doesn’t just help students,” said Scharpf. “It strengthens the entire creative community in Richmond.”
For students, mentors, and filmmakers alike, this production initiative is more than a class project—it’s proof that with passion, talent, and a little scrappiness, big things can happen on a small budget.
Header image: (from left) Brandcenter students Nithya Charles, Erin Kang, Henry Coffey and Elio Conroy on the set of the U-Haul spot
See the Work
View all three spots and full team credits