This production initiative at Brandcenter turns student scripts into professionally produced ads.
At its core, the initiative is an ambitious experiment in collaboration, mentorship, andlocal 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
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
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.
