A U-Haul spec spot created as part of the VCU Brandcenter Production Master Class has been named one of the Top 20 Ads of 2025 by John Kovacevich, founder and creative director of Agency SOS.
The spot was created by VCU Brandcenter students in collaboration with Richmond-based production partners FWENS and Spang TV as part of the program’s hands-on Production Master Class, led by Art Direction Chair Tom Scharpf.
Kovacevich’s annual Top 20 list highlights standout creative work that blends craft, strategy, and cultural relevance. A longtime San Francisco creative leader, Kovacevich has previously served as executive creative director and creative director at agencies including Duncan Channon and Goodby Silverstein & Partners. Today, he runs Agency SOS while also curating a widely read weekly newsletter spotlighting creative inspiration for marketers.
The Brandcenter U-Haul spot appears on the list alongside work from leading agencies and brands, including Quality Meats Creative’s 50-spot campaign for Mr. Submarine’s 50th anniversary, The Branch Museum of Design’s redesign by MullenLowe U.S. Design Studio, and recent campaigns from Highdive for Mentos and Jeep, placing Brandcenter students in strong creative company.
Brandcenter’s production master class, led by Art Direction Chair Tom Scharpf (Art Direction, 1998), gives students real-world experience in commercial filmmaking by pairing them with working directors, producers, and production companies. See more of the work from past years here.
- Production Company – FWENS
- Directors – Devin Whetsone & Micah Gendron (Art Direction, 2005)
- Executive Producer – John McAdorey, Omincom Production
- Producer – Micah Gendron (Art Direction, 2005)
- Brandcenter students: Nithya Charles (Art Direction, 2025), Elio Conroy (Art Direction, 2025), Henry Coffey (Copywriting, 2025), Erin Kang (Creative Brand Management)
Full U-Haul Team Credits
- Production Company – FWENS
- Directors – Devin Whetstone & Micah Gendron (Art Direction, 2005)
- Executive Producer – John McAdorey, Omnicom Production
- Cinematographer – Kuni Ohi
- Producer – Micah Gendron (Art Direction, 2005)
- Art Director – Nithya Charles (Art Direction, 2025), Brandcenter
- Art Director – Elio Conroy (Art Direction, 2025) , Brandcenter
- Copywriter – Henry Coffey (Copywriting, 2025), Brandcenter
- Brand Manager – Erin Kang (Creative Brand Management), Brandcenter
- Actors – Julia Majerscak & Pete Peterson
- AD – Tom Prunier
- PA – Isaac Martin
- Production Designer – Sonny Fleming | Ready Set Go
- Art Director – Benny Perkinson
- Art Dept – Rebecca Gendron
- Art PA – Rubén Andrés
- Art PA – Ben Comenetz
- AC 1st – Alexandria Jones
- AC 2nd – Nick Rall
- AC – Nicolas Deunas Media
- PA – Oslyn Meija
- Gaffer – Alex Kent
- Key Grip/Safety – Robert Moose
- Grip – Eric Wakefield Thompson
- Grip – Avery Leavitt
- Grip – Derrick Chirinos
- Casting Director – Anne Chapman
- Casting Assistant – Carly Hough
- Wardrobe/HMU – Colter Beach
- Storyboards – Shelley Williams
- BTS – Ben Comenetz
- Spang Studios – Mel Cox
- Catering – Polpetti, Curry Caribbean
- Special Thanks: Ready Set Go! + RVA! + SPANG + SJ!
- Color – Coffee & TV
- Colorist – George Neave
- Color Assistant – Liam Van Rooyen & Lois Chapman
- Color Producer – Pete Burch
- Edit House – Cut + Run, Austin
- Editor – Adam Henderson
- Assistant Editor – James Kracht
- Executive Producer – Bebe Baldwin
- Finishing – Coffee & TV
- Flame Artist – Callum Wellby
- Executive Producer – Kat Thay
- Senior Post Producer – Tom Knight
- Audio – In Your Ear
- Sound Engineer – Paul Bruski
- Executive Producer – Carlos Chafin
- Casting – Anne Chapman
- Casting Director – Anne Chapman
- Casting Assistant – Carly Hough