SHOOT & SELL
Content + Brand Storytelling
Students learn how ideas become campaigns.
Shoot & Sell is a six-week, project-based creative media Lab where students work as a team to take a brand concept from idea to launch. Students combine strategy, persuasive writing, filmmaking, editing, and digital content creation to understand not just what makes advertising capture attention—but how to build it themselves.
WHAT STUDENTS DO
Students operate like a creative agency, rotating through the professional roles involved in developing and launching a campaign:
Strategize — Choose a product, identify the audience, and develop a creative brief.
Concept — Develop the campaign idea, hook, message, and visual approach.
Write — Turn the concept into scripts, slogans, and storyboards.
Produce — Plan and shoot the campaign using professional production roles.
Edit — Shape the footage into a polished commercial and adapt it for different platforms.
Launch — Build the supporting brand content and present the finished campaign.
WHAT THEY MAKE
Each creative team produces:
A polished 30-second commercial
A vertical adaptation for mobile
A mock brand page
A social rollout strategy
WHAT THEY LEARN
Shoot & Sell brings together creative production, communication, and strategic thinking:
Brand Strategy + Audience
Students learn to think about who they're communicating with, what will capture that person's attention, and how creative choices shape a message.
Writing + Storytelling
Persuasive writing, slogan development, scriptwriting, narrative pacing, voice-over, and visual communication.
Production + Editing
Students learn how an idea moves from storyboard to set to edit—developing practical experience with cameras, production planning, footage, sound, pacing, music, and titles.
Collaboration + Creative Decision-Making
Teams pitch, debate, defend, revise, and ultimately launch ideas together—building communication, accountability, resilience, and leadership through the creative process.
CAREER PATHWAYS
Shoot & Sell exposes students to the range of people and disciplines behind contemporary advertising, content, and media, including:
Creative Director • Copywriter • Videographer / DP • Editor • Brand Strategist • Social Media Manager
PROFESSIONAL MENTORSHIP
Working filmmakers and content strategists join the Lab to introduce students to how creative work functions in the professional world. Students explore the psychology of hooks, mobile storytelling, platform-specific content, and campaign strategy, while receiving industry-aligned feedback on the work they're developing.
THE EXPERIENCE
WEEK 1 — STRATEGIZE
Choose the product, define the audience, assign creative roles, and build the brief.
WEEK 2 — CREATE THE CONCEPT
Develop the hook, write the script, storyboard the commercial, and lock the creative direction.
WEEK 3 — PREPARE
Scout locations, gather props, rehearse, and build the production plan.
WEEK 4 — PRODUCE
Shoot the campaign and begin learning the fundamentals of editing.
WEEK 5 — EDIT
Build the commercial, refine pacing, add music and titles, and complete the master cut.
WEEK 6 — LAUNCH
Adapt the campaign for mobile, build the mock brand page and social strategy, and premiere the finished work.