The students will start the curriculum by exploring themselves. They will discover their strengths, values and ideal career. This information will be used to create a brand promise. This brand promise will then be used to plan an endorsement for a local business. At the WOW!, students will demonstrate their mastery of communication by discussing how they arrived at their brand promise and the endorsement they selected.
In the Ad Lab Apprenticeship, students will create public service announcements. Students will learn the entire process of creating a commercial, from working as art directors, copywriters, directors, editors, and producers to establishing objectives, developing strategies, and brainstorming ideas. The students storyboard their ideas and present their best ideas to professional clients. These clients give them critical feedback and choose which commercials the students should produce, shoot, and edit. The project results in three to four professional quality public service announcements