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. Through this immersive experience, they gain a deep understanding of the full production process, and learn how to adapt and elevate their ideas in a fast-paced, collaborative environment.
At Brandcenter, we prepare students for a future shaped by creativity and emerging technologies. As AI continues to transform creative workflows, this initiative reinforces the enduring value of traditional production skills. The Production Master Class provides a powerful foundation in creative collaboration, sharpening students’ craft and strengthening their ability to adapt, collaborate, and lead.
“This opportunity is invaluable to our students as they head into their creative careers. 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.”
Tom Scharpf, Chair of Art Direction, pictured above (far left) on the set of the Party City spot
The Work:
U-Haul Production Company – FWENS & SpangTV Directors – Devin Whetsone & Micah Gendron (Art Direction, 2005) Executive Producer – John McAdorey, Omincom Production 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 Expand Credits 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 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 Chawpman 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
Five Hour Energy Production Company – Bousquet Pictures Director – Devin Bousquet Producer – Danny Ryan, Arts & Letters Creative Co. Gaffer & Key Grip – Mike Flinn Art Director – Maddie Edwards (Art Direction, 2025), Brandcenter Art Director – Emme Schumacher (Art Direction, 2025), Brandcenter Copywriter – Kedi Hickman (Copywriting, 2025), Brandcenter Brand Manager – Grace Garvey (Creative Brand Management, 2025), Brandcenter Expand Credits Actors – Matthew Foltz, Hazel Marie Love, Sterling Barbett Color – Blacksmith VFX Colorist – Kevin Ratigan Color Producer – Adam Vevang Editor – Scott Witthaus Finishing – Superjoy Flame Artist – Paul Wiederholt Executive Producer – Kerry Ayers Senior Post Producer – Katherine Leatherwood Audio – Red Amp Sound – Jesse Clark Sound Engineer – Jody Boyd Executive Producer – Marna Bales PA – Walid Al-Tinawi Casting – Anne Chapman Casting Casting Director – Anne Chapman Casting Assistant – Carly Hough
Spotify Executive Producer: Kerry Ayers, SuperJoy Producer: Danny Ryan, Arts & Letters Creative Director: Devin Whetstone, Visual Kinship Director: Micah Gendron (Art Direction, 2005), Visual Kinship Brandcenter Students: Cat Clark (Art Direction, 2024), Celeste Chance (Copywriting, 2024) Expand Credits Danny Ryan, Producer, Arts & Letters Devin Whetstone, Director, Visual Kinship Micah Gendron, Director, Visual Kinship Kerry Ayers, Executive Producer, SuperJoy Brian Fox, Producer, SuperJoy Danny Caporaletti, Producer Alex Kent, Director of Photography Cat Clark, Art Director, VCU Brandcenter Celeste Chance, Copywriter, VCU Brandcenter Tom Scharpf, Creative Director/Professor, VCU Brandcenter Scott Witthaus, Editor, VCU Brandcenter Carlos Chafin, Producer/Audio Engineer, In Your Ear Studios Paul Wiederholt, Flame Artist, Super Joy Roslyn Di Sisto, Colorist, Royal Muster Thatcher Peterson, Executive Producer, Royal Muster Diane Valera, Head of Production, Royal Muster Emily Kundrot, Storyboard Artist, Arts & Letters Tom Preston, In Your Ear
MasterClass: Fashion Farmer Art Director – Chen Li (Art Direction, 2026) Art Director – Lori Tsai (Art Direction, 2026) Copywriter – Casey Hickman (Copywriting, 2026) Production Manager – Gabe Glassmann (Creative Brand Management, 2026) Creative Director – Tom Scharpf (Art Direction, 1998), Chair of Art Direction Director: FWENS (Micah Gendron+Devin Whetstone) Producers: Christina Garnett, John Marin, Micah Gendron Expand Credits PRODUCTION + POST PRODUCTION:
Director: FWENS (Micah Gendron+Devin Whetstone) Producers: Christina Garnett, John Marin Makes, Micah Gendron Assistant Director: Brendan Riley Director of Photography: Alex Kent 1st AC: Scott Inge 2nd AC: Eric Eaton Gaffer: Trevor Hart Key Grip (G&E Swing): Robb Barnes 2nd Grip: Seth Peterson Production Designer: Mariya Boykova Art Director: Lauren Healy-Flora Art Assistant: Ruben Andres Stylist: Esther J Han Wardrobe Assistant: Colter Beach Production Assistant: Christian Stephens Casting Director: Sheri Bias OCP (Non-Union): Byrdie Hearn OCP (Non-Union): Rayna Wilson OCP (Non-Union): Dave Hobbs BTS: Ben Comenetz Editor: Max Redinger Assistant Editor: Sebastian Zufelt Sound Design, Audio Mix: Revolve Audio, Paul Color + Flame + Finish: Randie Swanberg Post Production: No.6 Producers: John McAdorey, Laura Molinaro, Alex Tracy Executive Producer: Craig Martin Special Thanks:
VA Film Office The Hanover House Virginia production crews
CBS March Madness Executive Producer: Scott Friske, CoStar Executive Producer: Kerry Ayers, SuperJoy Director: Brian Camp, Brian Camp Pictures Brandcenter Students: Raquel Fereshetian (Art Direction, 2024), Jenn Valerio (Copywriting, 2024) Expand Credits Scott Friske, Executive Producer, CoStar Brian Camp, Director, Brian Camp Pictures Brian Gregory, Editor, Superjoy Kerry Ayers, Executive Producer, Superjoy Brian Camp, Director of Photography, Brian Camp Pictures Raquel Fereshetian, Art Director/Copywriter, VCU Brandcenter Jenn Valerio, Art Director/Copywriter, VCU Brandcenter Tom Scharpf, Creative Director/Professor, VCU Brandcenter Jody Boyd, Owner/Engineer, Red Amp Marna Bales, Executive Producer, Red Amp Brian Camp, Colorist/Conform, Brian Camp Pictures
VRBO: Free Yourself Art Director – John Marenic (Art Direction, 2026) Copywriter – Maddie Seabolt (Copywriting, 2026) Copywriter – Hal Mady (Copywriting, 2026) Production Manager – Kyle Bonenfant (Creative Brand Management, 2026) Creative Director – Tom Scharpf (Art Direction, 1998), Chair of Art Direction Director: FWENS (Micah Gendron+Devin Whetstone) Producers: Christina Garnett, John Marin Makes, Micah Gendron Expand Credits PRODUCTION + POST PRODUCTION:
Director: FWENS (Micah Gendron+Devin Whetstone) Producers: Christina Garnett, John Marin Makes, Micah Gendron Assistant Director: Brendan Riley Director of Photography: Alex Kent 1st AC: Alex Jones 2nd AC: Eric Eaton Gaffer: Patrick McLynn Key Grip (G&E Swing): Robert Barnes Production Designer: Mariya Boykova Art Director: Lauren Healy-Flora Art Assistant: Ruben Andres Stylist: Lindsey Paulette Casting Director: Sheri Bias OCP (Non-Union): Nicole Shiflett Production Assistant: Carolyn Hill Home Location: The Riley Family Vrbo Rental: The Ortiz Family BTS: Ben Comenetz Editor: Max Redinger Sound Design, Audio Mix: Revolve Audio, Paul Color + Flame + Finish: Randie Swanberg Post Production: No.6 Producers: John McAdorey, Laura Molinaro, Alex Tracy Executive Producer: Craig Martin Special Thanks:
VA Film Office The Ortiz Family The Riley Family The Hanover House Virginia production crews Old Fast Glass
Icebreakers: The Weird, Very Awkward Family Portrait Art Director: Chloe O’Halloran (Art Direction, 2026) Art Director: Maddie Green (Art Direction, 2026) Copywriter: Thomas Halsey (Copywriting, 2026) Brand Manager: Libby Browder (Creative Brand Management, 2026) Creative Director – Tom Scharpf (Art Direction, 1998), Chair of Art Direction Expand Credits PRODUCTION:
Director: Jordan Rodericks Producer: Danny Ryan Executive Producer: Craig Martin Executive Producer: Melanie Cox Executive Producer: Tom Scharpf EP of Post: Maggie Melton Head of Production: Erin Surber DP: David Muessig 1st AC: Colin Earner Production Designer: Kyle Brady Best Boy Art: Sam Brady G&E Vendor: RVA Grip and Lighting Gaffer: Mike Matney Key Grip: Michelle Zerdelian Sound Mixer: Billy Bacci HMU: Lindsay Terry PA: Ella Weaver POST PRODUCTION
Editor: Scott Witthaus Editor: Danny Reidy Mix: Matt Whitworth Color: David Muessig Flame/Finish: Paul Wiederholt TALENT
Mom: Lisa Randazzo Kearns Dad: Russell Edward Randall Daughter: Jenna Ryan Son: Jacob Cole Edwards Son: Samuel Grigsby Photographer: Frank Riley COLLABORATORS
Spang TV Two Birds Creative Arts and Letters Creative Co. SuperJoy Overcoast Music Devin Bousquet ARRI
Nerds Executive Producer: John McAdorey, GSD&M Director: Megan Brotherton, Hungry Man Brandcenter students: Miranda Arias (Art Direction, 2024), Shay Franzen Expand Credits John McAdorey, Executive Producer, GSD&M Megan Brotherton, Director, Hungry Man Buzzy Cancilla, Line Producer, Hungry Man Caleb Dewart, Executive Producer, Hungry Man Bebe Baldwin, Executive Producer, Cut and Run Keith Munley, Producer, Cut and Run Kevin Schlanser, Director of Photography, Hungry Man Miranda Arias (Art Direction, 2024), Art Director/Writer, VCU Brandcenter Shay Franzen, Copywriter, VCU Brandcenter Tom Scharpf, Creative Director/Professor, VCU Brandcenter Michelle Fondacaro, Asst. Producer, VCU Brandcenter James Kracht, Editor, Cut and Run Blaire Woodall, Producer – Audio/Finishing, BLK MKT Studios Chris Erlon, Mix, Digital Domain Nick Smith, Colorist/Conform, Finland Finish Peter Nashel, Creative Director/Founder, duotone audio group Ross Hopman, Executive Producer, duotone audio group Gio Lobato, Senior Producer, duotone audio group Dana Hom, Director, Music Licensing, duotone audio group
Party City Production Company – Mondial Director – Darren Genet, ASC Executive Producer – Patrick Mack, Mondial Agency Producer – Marjorie Fajardo, The Martin Agency Art Director – Jynnelle Smith , Brandcenter Copywriter – Callum Leitenberg (Copywriting, 2025), Brandcenter Brand Manger – Emma Kerencheva (Creative Brand Management, 2025), Brandcenter Expand Credits Actors – Kylee Márquez Downie, Dante Blake Casting – Anne Chapman CSA Extras Casting – Rubén Andrés Production + Post – Mondial Creative: Edit – Madison Hoffman and Nick Wurz Color- Will Renton Audio – Red Amp Sound Engineer – Jody Boyd Executive Producer – Marna Bales Additional Production support from VCU Cinema
Producer + Consultant – Danny Caporaletti AD – Rania Ashoor Production Manager – Chris Debo 1st AC – Colin Earner 2nd AC (Student) – Jai Isaac Gaffer – Eric Walkfield Thompson Key Grip – Joe Wilson Swing (Student) – Nicholas Nohe Wardrobe/ART – Kara Michael MUAFX / Hair – Amanda Blake Art Department – Benny Perkinson Art Department Assistant – Ella Saba PA #1 – Jakob Tyree PA #2 Extras Wrangler – Ruben Pagan Steadicam Op – Xavier Velasquez Additional Student Crew 1 – Oscar Vorster Additional Student Crew 2 – Paityn Perdue Additional Student Crew 3 – Hekla Petersson
Photo courtesy FWENS “This project reminded me that presenting creative work is more than just selling something. A great creative presentation invites people to collaborate on a shared vision.””
Henry Coffey (Copywriting, 2025), pictured above (second from right) as part of the U-Haul team
Industry Partners These dedicated professional partners make the Production Master Class possible.
Interested in becoming an industry partner? Reach out to Tom Scharpf, Chair of Art Direction, at [email protected]
Chair & Professor, Art Direction
