This production initiative at Brandcenter turns student scripts into professionally produced ads.
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:
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
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
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.
