The NewsHouse won 75 awards for student journalism in the last academic year. But students say it’s the opportunities, not the accolades, that make them want to work there.
When senior magazine major Amanda Paule went to a meeting for The NewsHouse’s Borderlines project she didn’t know what to expect. As a first-year student with no high school newspaper or journalism classes, she didn’t think that her pitch on Quebec nationalism would get accepted, let alone that she would be working with a graduate student on the story.
Paule is one of several Newhouse students who have won awards for work with The NewsHouse. She says she wishes she knew in high school that opportunities like this existed.
“It is a program that has changed my whole career trajectory. It’s exactly what I was looking for in terms of what I wanted to [do] in college,” Paule says.
The NewsHouse is student-run digital media outlet housed at the Newhouse School. Students produce, edit and publish content for the outlet with guidance from Newhouse professors. Stories and projects hosted at thenewshouse.com have won numerous awards for everything from home page website design to TV sports coverage. While The NewsHouse primarily covers Syracuse University, annual projects also go deeper into selected topics.
Borderlines, which explored the tensions around the U.S.-Canada border, was one of those projects. Thirty-six of the over 50 students who worked on the project traveled to the Canadian border in 2018 and returned with a breadth of stories told from both American and Canadian perspectives.
The 2019 project, High Stakes, covered the possible effects of marijuana legalization in New York state. Last year’s project, Deconstructing the Divide, explored inequality in the city of Syracuse and the activism addressing it.
Magazine, news, and digital (MND) journalism professor of practice Jon Glass is the executive producer of The NewsHouse. He says that while he chooses the project topic, it’s the students who take the initiative to pursue stories.
“That’s how I’ve always tried to structure The NewsHouse: provide the opportunities and see who can rise to the occasion,” Glass says.
For Paule, it is those opportunities that makes The NewsHouse so unique.
“They said, ‘Pitch anything that you want to pitch.’ That’s an opportunity you don’t always get, especially as starting journalists, because usually it’s, ‘You have to report on this project because that’s what we have for the day,'” Paule says. “With The Newshouse, all the opportunities are yours. Just pick.”
Paule has worked on every major NewsHouse project since she joined the organization during her first year at Newhouse. She says the ability to do long-form investigative work, like her AEJMC Award-winning article on Syracuse’s 15th ward, work in multiple mediums and work in teams has been incredibly valuable. However, it is the support from professors like Glass that keeps Paule coming back.
“I improved my journalism [by] leaps and bounds just [from] having all of that support,” Paule says. “It helped to crystallize that I’d be interested in pursuing a career working on these longer investigative projects.”
For those not interested in the larger projects, The NewsHouse offers other opportunities, including expanding on class work; photography senior Cole Strong was able to turn a class assignment into an award-winning story for The NewsHouse.
After Strong completed a documentary for his Video and Photography class, associate professor Seth Gitner urged Strong to pitch it to The NewsHouse. Glass ended up publishing Strong’s documentary and submitting it to the Broadcast Educators Association Festival of Media Arts and the White House News Photographers Association Eyes of History student contest, and the work won won awards in both cases.
Strong is thankful to The NewsHouse and Glass for submitting his documentary because it gave him the confidence and credibility to pursue video work.
“It just made me go, ‘Okay, I can do this,'” Strong says. “I’ve actually talked with a couple of people in some companies that I really like and some of the people have been like, ‘This video you made won these awards? Wow, that’s really cool.'”
Glass says whether the work comes from classes or projects, the quality reflects the way the Newhouse school teaches students.
“There are hundreds or thousands of stories written every year in classes and not all of them will necessarily get published, but it’s great that we were able to identify them, and students show interest and are motivated to work on them even more,” Glass says. “There seems like an endless number of opportunities, and the students who not only take advantage of them but work hard, get rewarded with recognition.”
However, Paule and Strong didn’t work with the NewsHouse for the chance for recognition and awards. They did it because they valued the learning and storytelling opportunities.
“The NewsHouse was a place that took us in as journalists with little or no journalism experience, allowed us to pitch stories, met us where we were and then taught us how to get to where we wanted to go,” Paule says.
Elizabeth Joan Kauma is a junior in the magazine, news and digital journalism program at the Newhouse School.
Newhouse creative advertising students took home seven awards from the 2021 One Show Young Ones competition, a school record. The wins included the school’s first One Show Pencil and ADC Cube Awards.
One Show Young Ones comprises two international competitions: One Show Young Ones Brief, which asks students to create work based on briefs from clients with specific advertising problems to solve, and One Show Young Ones ADC, which includes multiple competition categories and celebrates outstanding concept and craft. Newhouse students won the second-most awards in the ADC competition and the third-most in the Brief competition out of all U.S. schools. Entrants came from art and portfolio schools, colleges and universities from 23 countries.
“We’re so proud of the talented students who have reached another milestone on their journey to be creative professionals,” says James Tsao, advertising department chair. “Their work looks so effortless, but there are the countless hours of hard work, creativity and determination to make it happen.”
“The One Show Young Ones Brief and ADC competitions are some of the hardest competitions to win in because all of the top creative advertising schools enter them in droves worldwide,” says professor of practice Mel White.
“Creative awards are one of the ways the advertising industry keeps score,” says professor of practice Kevin O’Neill. “Proving you can win them before you’ve even left college helps propel our kids to good jobs in the country’s best creative departments.”
Rachel Hayashi ’21, art director, and Jessica Mastorides ’21, copywriter, won one of two Silver Pencils given worldwide in the Burger King Brief competition. The team won for their integrated campaign “Have It The Real Way,” shown in this case study video. The brief asked creatives to “develop an idea that communicates that 100% of Burger King’s menu is now 100% real (free of preservatives, colors and flavors from artificial sources) in a way that lands [its] most important belief: real food tastes better.”
“We came to this insight that the fast food you see in ads and on TV looks so perfect and amazing, but the food you get when you go does not look that appetizing,” Mastorides says. “We thought if Burger King wants to promote the fact that the ingredients for their entire menu are 100% real, they should show off their 100% real food in their ads without any of the styling or the fake things that they use to make the burgers look so unrealistically perfect.”
Hayashi says the hard work and determination the team put into “Have It The Real Way” helped them win a Silver Pencil.
“Our mindset from the get-go was that we really wanted to win,” Hayashi says. “I think that subconsciously pushed our ideas a lot. We struggled throughout the campaign, it was a lot of blood, sweat and tears. But it was worth it because we did take home a Pencil, and the first one for Newhouse.”
Sarah Sek ’21, art director, and Jessica Miranda ’21, copywriter, were the only winners worldwide in the ADC competition’s Interactive AR/VR category. The creative team won a Silver Cube for their LEGO campaign “Infinicoaster,” shown in this case study video. Their idea merges digital and physical play via virtual reality and a LEGO rollercoaster set.
“The problem we had to solve was making LEGO prevalent in a world where kids don’t play with toys as often as they used to and there are so many other distractions,” Sek says. “We thought about what LEGO could do to stay relevant. We were thinking about a fun way to combine the physical play of LEGO with the current digital realm. We wanted to make physical play relevant by making it exciting and fun for kids.”
Brian Chau ’22, art director, and Alye Chaisson ’21, copywriter, won a merit award in the Brief competition’s Out of Home category for their Spotify campaign “Drive into Your Daily Drive,” shown in this case study video. The brief asked creatives to promote Spotify’s new “Your Daily Drive” playlist, which had been developed to replace listening to the radio during users’ daily commutes. However, it launched right before the pandemic, when commuting steeply declined, so Spotify needed to promote the product in a different way.
“We researched where people were driving now that they’re not driving to work,” Chaisson says. “We were thinking about listening in the car while not commuting. That’s where we got the idea of road trips because a lot of people were going on road trips last year.”
During the creative process, Chaisson and Chau went back to the drawing board several times and came back with better ideas, helping them to create their final strong concept. Chau says his time at Newhouse prepared him for entering the advertising world.
“Being good at crunch time is a really good skill because sometimes you don’t have a lot of time to do everything you need to,” Chau says. “Being able to sit down and immediately start contemplating the moment you get a brief helps. That’s a good skill Newhouse teaches the creative students, alongside being good at concepting and making cohesive campaigns.”
In the Brief competition, Sam Luo ’21, art director, and Grace Curran ’21, copywriter, received a shortlist award in the Integrated category for their WhatsApp campaign “On Hold,” shown in this case study video. The brief asked creatives to create an awareness campaign empowering young adults to solve mental health challenges through WhatsApp. Luo and Curran found that Gen Z is the generation most likely to feel anxious, and the incessant buzzing of a phone can contribute to that anxiety. Their idea was “On Hold,” a “do not disturb” feature for WhatsApp that can detect anxiety in the user using facial and voice recognition and pause all notifications when they take a social media break.
“Our goal was to recognize and solve a problem among those who suffer from mental health issues and create a plausible solution,” Luo says. “We recognized how social media can be triggering to people when experiencing symptoms of depression or anxiety.”
Luo says working with Curran was amazing, noting her ability to write scripts that matched his big ideas.
“We work really well together and she understands my ways of approaching things,” he says. “We complement each other in a great way. I’m a visual person and jump around all the time. Grace is a very logical person, hence why she is such a brilliant copywriter, and she complemented my craziness.”
In addition to the Silver Cube, Newhouse students won three merit awards in the ADC competition. Luo won for his “McDelivery” print ad campaign in the Advertising/Press category. Cerinn Park ’20, art director, and Marta Lala ’20, copywriter, won one of six awards in the Design for Good/Product Design category for their P&G campaign “uTINTsil,” shown in this case study video. Kelsi Ryan ’20, art director, and Chloe Greenwald ’20, copywriter, won one of four awards in the Advertising/Innovation category for their Apple and GLAAD campaign “Deadnaming,” shown in this case study video.
“I’m very proud of our creative advertising student winners,” White says. “Winning these awards means that the ad industry has communicated that this student work is stellar.”
White makes the Young Ones briefs an integral part of the Portfolio III course, where the students work on these briefs in art director/copywriter creative teams. The Briefs competition winning campaigns were created in this course. The ADC competition winning entries were also created in White’s Portfolio III course, as well as in the Portfolio II course taught by O’Neill.
“These Young Ones briefs are difficult to solve and reflect the types of briefs in the industry,” White says. “When the students create original innovative solutions for such hard briefs, they are ready for the industry.”
Samantha Savery G’21 is a graduate of the Goldring Arts Journalism and Communications program at the Newhouse School.
James Corrigan, a graduate student in the Newhouse School’s broadcast and digital journalism (BDJ) program, has won a 2021 national Edward R. Murrow Award. One of the most prestigious honors recognizing excellence in broadcast journalism, the Murrow Awards are presented by the Radio Television Digital News Association.
Corrigan won in the Excellence in Audio Hard News category for “Race Relations in the Country and Community on Minds Voters say in Your Election Blueprint,” which ran on WAER.
This is the second national Murrow Award win for Corrigan.
“Overwhelmed isn’t even the word,” he tweeted after learning of the honor. He thanked the BDJ department and faculty—Keren Henderson, Simon Perez and Randy Wenner in particular—for their support and guidance, and noted, “Coming to Newhouse was the best decision I ever made.” He also thanked WAER news director Chris Bolt.
Corrigan’s story delved into the fragile state of race relations in the local community and attitudes of BIPOC residents ahead of the 2020 election. “This was the most meaningful story I’ve worked on by a far,” he tweeted.
Newhouse students in advertising, graphic design and photography took home more awards from the Association for Education in Journalism and Mass Communication (AEJMC) Best of Design contest than any other competitor in three of the four divisions. Of the 16 awards won across multiple categories, five were Judge’s Choice awards and seven were Best in Category. Winners came from student work done in classes, including Mel White and Kevin O’Neill‘s advertising portfolio classes.
Marina Fernandez de la Cuesta
“How college sports undermine athletes” (The 61% Project)
Ramirez & Owen
“Olympus Playing Cards”
“COVID in the Community” (The NewsHouse)
“Olympus Playing Cards”
Kevin Camelo, Deconstructing the Divide staff
“Deconstructing the Divide” (Deconstructing the Divide, The NewsHouse)
Experiential Advertising Design
Experiential CocaCola CashCan (video) (Advertising Portfolio III ADV 431)
Maia Baptista, art director
Joe Cutuli, copywriter
McDonald’s McDelivery Print (Advertising Portfolio II ADV 421)
Sam Luo, art director
Interactive & Social Media
Apple PAL Protect Asian Lives (video) (Advertising Portfolio III ADV 431)
Rachel Hayashi, art director
Jessica Mastorides, copywriter
Girls Who Code a Step Behind (Advertising Portfolio III ADV 431)
Sam Luo, art director
Olivia Gormley, copywriter
Girls Who Code a Step Behind
Sam Luo, art director
Olivia Gormley, copywriter
Integrated Burger King Have it the Real Way (video) (Advertising Portfolio III ADV 431)
Rachel Hayashi, art director
Jessica Mastorides, copywriter
Todd F. Michalek
“Bob Weir and Wolf Bros.” (The NewsHouse)
Renée Deemer & Laura Oliverio
“Stepping Up For Justice” (Deconstructing the Divide, The NewsHouse)
“The Last Ski Season” (The NewsHouse)
“The Last Ski Season” (The NewsHouse)
Newhouse students took 10 awards, including six top prizes, in the recently announced AEJMC Student Magazine Contest. This showing made Syracuse University the biggest winner overall in this year’s contest, doubling the five wins taken by the closest competitor.
Winners and honorees came from a variety of Newhouse sources including The 61% Project, Deconstructing the Divide, The NewsHouse, Socially Driven, the military program’s SALT magazine and a team from Adam Peruta’s online master’s class.
Temple of Kore
C Arce, Hanna Baram, Kiran Boyal, JD Lader, and Lucinda Strol
Adviser: Adam Peruta
The Socially Driven Staff
Advisers: Melissa Chessher, Adam Peruta
“7 Ways College Undermines Students’ Mental Health
Tess Greenberg and Danielle Wolfenson for The 61% Project
Advisers: Melissa Chessher, Adam Peruta
“My Dorm Room Was a Place That Gave Me Anxiety“
by Olivia Zimmerman, The 61% Project
Advisers: Melissa Chessher, Adam Peruta
Creative recruiters and creative directors from 37 ad agencies across the country met with Newhouse creative advertising senior students during the 2021 Syracuse University Newhouse Virtual Advertising Portfolio Review. Organized by professors Mel White and Kevin O’Neill, the event resulted in many students receiving internship and job offers.
Bruce Jacobson, creative director at VMLY&R, said the Newhouse students raise the bar each year with the level of their work and it can be hard to remember that they are still just students.
“The polish of both the concept and execution are so impressive,” Jacobson says. “It’s clear they’re also taught to think platform-first, which is the way it’s done in the real world. I’m happy I’m not 22 again, coming out of school and going up against them.”
Wieden+Kennedy, one of the top ad agencies in the world, offered Sam Luo ’21 a junior art director position in their Shanghai office. The renowned agency is best known for its award-winning and innovative Nike campaigns. Creative recruiter Mary Lamphier, who attended the portfolio review, helped Luo figure out that the agency was a good fit.
“I feel so grateful to start my career with an agency as legendary as Wieden+Kennedy,” Luo says. “Mary and I talked about what it’s like being an Asian in the ad world, and she broadened my mind with how the agency creates its culture and relevance in the current climate. She gave me constructive feedback on my work and told me that I would be an excellent fit at Wieden+Kennedy Shanghai.”
Isabella Leon ’21 accepted a junior copywriter position at one of the most awarded ad agencies in the world, McCann in NYC.
“The portfolio review is your key to success post-grad,” Leon says. “It makes sure the right eyes see your work without the added work of convincing 40 recruiters to meet with you on your own. Preparing my portfolio, practicing my pitch and getting to know the amazing recruiters at the review was how I met my perfect agency and it’s how I got my job at McCann.”
Some impressive ad agencies hired Newhouse creatives in teams this year. 72andSunny’s NYC office offered art director Sierra Outcalt ’21 and copywriter Clare Coey ’21 a creative team residency. Copywriter Chloe Martin ’21 and art director Katie Volkomer ’22 accepted a team internship at McCann in NYC, which turned into a full-time position for Martin in July. In addition, art director Rachel Hayashi ’21 and copywriter Jessica Mastorides ’21 received a team internship offer from Saatchi & Saatchi.
Coey says being able to share her work and get feedback from knowledgeable professionals at the portfolio review was a valuable experience.
“Sierra and I got to meet two creatives from 72andSunny during the review,” Coey says. “They mentioned their residency program and forwarded our work and information along to the agency. Without the review or those two creatives, we wouldn’t have gotten the job we’re enjoying so much today.”
Copywriter Selin Akyurek ’20 accepted an internship with McKinney, her dream agency. Berlin Cameron in NYC offered Ben Lin ’21 an art director internship, and Alyssa Loffredo ’21 and Zan Buoy ’20 received copywriter internships from Doner in Detroit.
“I had two interviews with McKinney before the review and they were my top choice,” Akyurek says. “After talking with them at the review, I kept my fingers crossed and about a week later, I got the call.”
After the review, student portfolio links were sent to ad agencies unable to attend, generating even more internship offers. Amelia Lytle ’21 received an art director internship from Anomaly in NYC, and McGarryBowen’s Chicago office hired Alye Chaisson ’21 as a copywriter intern. Joe DeBlasio ’21 received an art director internship from P.volve’s in-house ad agency. Cerinn Park ’20 received an art director internship from EP+Co. in New York. After the review, many students continued to interview with and receive offers from agencies that attended the event.
McKinney’s recruiting sourcing specialist Melissa Shaheen says she was blown away by the work Newhouse students created.
“The portfolio review revealed students who are passionate, talented, well-prepared and ready to jump into the real world of advertising,” Shaheen says. “These are the kind of students who will make an impact on the world.”
Matthew Low ’15, associate creative director at BBDO New York, is proud of how the department has evolved since he graduated. He says the focus on big ideas and craft helps make it one of the best advertising programs in the country.
“I was blown away by how impressive some of the student portfolios were,” Low says. “In addition to creating great work, everyone was able to present over Zoom in a super clear and articulate way.”
White says it was wonderful to hear praise for Newhouse’s creative advertising students from such notable agencies.
“Our many creatives and creative teams who are female and people of color hired at top ad agencies will help bring more diversity to ad agency creative departments,” she says. “And with this incredible start in the industry, down the road, they could make the creative leadership more diverse, too. A big need in the industry.”
White started the Annual Portfolio Review in 2017 at SU’s Fisher Center in NYC and it has become a fixture for graduating students at Newhouse. The in-person event is often limited to NYC agencies, but this year’s and last year’s all-virtual event allowed ad agencies from many cities all over the country to attend.
Some of the other agencies represented by advertising professionals at this year’s portfolio review included BBDO, Big Spaceship, The Community, DAVID, Digitas, Droga5, Grey, Highdive, Laundry Service, Leo Burnett, Mekanism, Mother, MullenLowe, TBWA\Chiat\Day, Venables Bell and Partners, and VMLY&R.
O’Neill appreciates the time and energy the agencies put into their involvement with the event.
“Their presence proved what we continually preach to our students—that the advertising business is filled with generous and welcoming people,” he says. “The experience they provided for our students during the review is an important part of their education.”
Over the last few semesters, White and O’Neill taught these creative advertising students how to create compelling and innovative ad campaigns with big ideas across many mediums in their Portfolio I, II and III courses. The most breakthrough campaigns made it onto their portfolio websites for the review.
Derek Rosen ’21, copywriter, appreciates the hard work that went into organizing the portfolio review and says he would not have been able to make the same connections without it.
“The fact that they put in all the effort to schedule something like this is fantastic,” Rosen says. “It’s not easy to get these agencies on the phone. The fact I sat down with them one-on-one on Zoom was an amazing opportunity.”
The student team that helped White and O’Neill organize the portfolio review was made up of Megan Hu G’21 and juniors Allison Scherger, Lynn Seah and Ashley Wachtfogel. The support team began meeting in early January before classes began and had a goal to make the online experience as close to the in-person NYC experience as possible. After researching different platforms, Zoom’s capability to pre-assign breakout rooms for the ad agencies while also allowing students to choose breakout rooms to join gave the students and student teams one-on-one time with the agency representatives and nearly replicated the in-person experience.
Next year, White says they are hoping to make the portfolio review both in-person and online. This will give the best of both worlds of meeting in-person as well as meeting with more ad agencies across the country.
Samantha Savery G’21 is a graduate of the Goldring Arts Journalism and Communications program at the Newhouse School.
After attending a #StopAsianHate protest during her semester at Newhouse NYC, Aorui Pi ’21 was inspired to give other students a space in which to speak.
Although anti-Asian hate crimes have gained attention in the media recently, Aorui Pi ’21 says they are nothing new. She remembers a racially targeted incident at Columbia University in 2017, Pi’s freshman year at Syracuse, in which name tags—predominantly those with East Asian names—were torn off dorm room doors. When Pi, a recent graduate of Newhouse’s advertising program, participated in Newhouse NYC during her last semester as an undergraduate, she was worried.
“I was so afraid to go out because even though I covered my face with a mask and a hat, I still look[ed] so Asian,” she says.
During the Black Lives Matter protests in Syracuse in the spring of 2020, Pi wanted to protest, but her parents discouraged her.
“I grew up in China, and I was always told to stay quiet. [Girls, especially, couldn’t] make a scene or draw attention to themselves,” Pi says. But after the slaying of eight Asian women at a spa in Atlanta last March, which sparked a new wave of protests, Pi decided she couldn’t just watch anymore.
“I decided to get involved because, as an Asian student, I want[ed] to do something for the community.”
Initially, Pi was fearful of being attacked during the protest in New York, which she went to alone, but says she found it an emotional, educational and peaceful experience.
“I saw many families that brought children with their handmade protest signs,” she says. “I shadowed an Asian family while waiting for people to gather up. The mother was educating her children about why they should be there to support people. It was eye-opening.”
Five hundred participants were expected at the protest, but the number ended up being closer to 2,000, Pi says.
“It [was] overwhelmingly shocking to see [so] many families [teaching] children about the problem, because my parents wouldn’t talk about it.”
Pi says this contrast helped her realize that silence keeps societal problems in place by making them seem less important. Inspired by the healing she felt after attending the protests, Pi launched WeRound, a monthly roundtable discussion hosted by WeMedia Lab, a media organization run by international students at Syracuse University. WeRound allowed members to talk about their experiences, and vent.
“Sometimes it feels like a group therapy. Sometimes it brings relief and understanding among peers,” Pi says.
Now that she has graduated, Pi hopes that current members will continue the roundtable. As for her own plans, Pi says she’d like to start a podcast to teach people about the origin and history of common Asian practices in hopes of creating an appreciation of her culture.
“Your culture [and] community [are] marvelous, and you should be proud of it,” says Pi. “When you get involved in the community, you will be surrounded by like-minded people.”
Adrianne Morales ’21 is an alumna of the broadcast and digital journalism program at the Newhouse School.
Syracuse University students took first place in six categories in the Associated Collegiate Press Spring ’21 Clips & Clicks contest, announced Tuesday. These wins gave SU the Sweepstakes win for the 20-21 academic year with 158 total points. SU’s closest competitor, Indiana University, came in second with 138 points.
Sweepstakes totals are given based on wins weighted by placement, and includes wins from both the fall and spring competitions. This is the first year of the Clips & Clicks competition, which encompasses work produced for print and digital publications.
“Facing Racism Early“
“A Key Green Light for Syracuse’s Community Grid“
“Restaurants Struggle to Find Employees“
“NJ nurse Julia Grygon simultaneously manages dance studio during COVID“
“The Creator’s Game“
Justin Glowacki, Adam Klepp, Jacob Konwiser, Julie Skeval
Lilly Chidlaw-Mayen, Jordan Schechter
“Stepping Up for Justice“
“Fighting Food Insecurity“
Zachary J. Krahmer
“Strength of Family“
“Our Poisoned Kids“
“Having alopecia offers new perspective on life“
Newhouse creative advertising students took home five Clio Awards this year, the most in school history. Their wins make Newhouse among the top five most awarded schools in the world at this year’s competition.
Sam Luo ’21 won a Bronze Clio Award and three Clio shortlists, one of which he shares with Olivia Gormley ’20. Senior Maia Baptista and Joe Cutuli ’20 also won a Clio shortlist. The award-winning work was created while the four were students in portfolio courses taught by advertising professors Mel White and Kevin O’Neill.
“It’s always impressive to see the talent coming out of Syracuse,” says Kevin Goff ’05, creative director at FCB New York and a Newhouse alumnus. “It’s even better when that talent is recognized by award shows like the Clios. Huge congratulations to all the students and their professors, Mel White and Kevin O’Neill. I’m looking forward to seeing what they all do next.”
An esteemed international awards competition, the Clio Awards celebrate bold work, honor excellence in advertising, inspire a competitive marketplace and foster meaningful connections within the creative community. This year’s competition was held in April.
White says Luo, Gormley, Baptista and Cutuli created top-level campaigns and their recognition at the Clios was very exciting.
“A Clio is one of the hardest awards to win, both as a student and as a creative in the industry,” White says. “I am so proud of these four students for creating the kind of outstanding work that a competitive and international award show like the Clios would reward.”
O’Neill says the competition prepares students for the professional advertising world.
“Competing in the Clios is a kind of boot camp for the business our students are about to enter,” he says. “It alerts and acclimates them to the deeply competitive nature of the advertising trade.”
Luo, art director, won Bronze in the Student Print category for his McDonald’s campaign “McDelivery.” The ads, which Luo created last August, feature 3-D renderings of the fast food chain’s golden arches reaching through city windows to represent its delivery service. The campaign started winning awards last September.
Luo says he is excited to have his own Clio award to display once it arrives, noting how tough winning the competition is for both students and professional ad agencies.
“Even big agencies, depending on the office, can find it very hard to win a Clio,” Luo says. “The fact that I’m going to have one in my room is mind-boggling. It’s a very big deal in the ad industry.”
Luo won a Shortlist Clio award in the Student Print category for his Jeep campaign, “Go Wild.” In the campaign, he uses extreme closeups of zebra stripes, giraffe spots and crocodile scales to mimic different landscapes for the Jeeps to drive through.
“Jeeps are a very adaptable type of car,” Luo says. “I was thinking about it zigzagging through animal prints that could become wild landscapes. And then the concept was born.”
His Hermès campaign, “The Silk Definition,” won a Shortlist Clio in the Student Fashion and Beauty category. The campaign uses scarves to create natural landscapes. Luo photoshopped a boat onto a scarf that looks like a stormy sea, a snowboarder onto a scarf that looks like snowy mountains and a mountain night scene around a scarf that looks like the Northern Lights.
Luo and Gormley, copywriter, won a Clio Shortlist award in the Student Digital/Mobile category for their digital campaign “Greenscreen” for Connect4Climate. The team created the concept of an Amazon search filter that prioritizes eco-friendly products over disposable or single-use items in the search results when activated.
Luo says the guidance of his professors was invaluable.
“Professors White and O’Neill have a very astute sense of what works and what does not, and you have to believe them. You have to trust them,” he says.
Luo was a student for three semesters in courses taught by White, a former art director. She helped him see the nuances of the craft, of making the design as compelling as the idea, he says.
“She guides students through all the campaigns and works very hard helping us make each one as strong as [it] can be.”
Baptista, art director, and Cutuli, copywriter, won a Clio Shortlist in the Student Innovation category for “CashCan.” The two created the concept after they learned that 88% of public trash cans in the U.S. do not have a recycling bin nearby, leading to many recyclable goods being thrown out. Baptista and Cutuli saw an opportunity for global companies like Coca-Cola to step in and do something to help get their products recycled more often and to make a long-term positive impact on the environment.
Their purpose-driven idea starts with consumers using Apple Pay to purchase Coca-Cola brand products, then using CashCan recycling bins—which would be placed next to almost every public trash can—to recycle those products. The bin scans barcodes and money is instantly transferred into the user’s bank accounts via Apple Pay and Near-Field Communication contactless payment technology.
“We had a feeling people would jump at the chance to make money while they recycled,” Cutuli says. “Maia’s brilliant design and videography along with my copy helped our idea of CashCan become clear in the case study video.”
He says winning a Clio Shortlist is one of the highest honors he has received.
“I was absolutely ecstatic,” Cutuli says. “Hours of concepting and endless revisions, on both my side and Maia’s side, led to this award. This is what it feels like for all that hard work to pay off.”
Cutuli’s time at Newhouse was a valuable experience for him as a copywriter, he says, and Professors White and O’Neill pushed him to continuously create great work.
“I learned the ins and outs of the entire advertising industry in my three-and-a-half years at Newhouse. It was the best investment I have ever made.”
He says O’Neill, a professor he had for three continuous semesters and a copywriter himself, held him to a high standard and helped make his work stronger.
“He gave me the feedback necessary for me to understand what good copy was,” Cutuli says. “Although copywriting is subjective, there is a certain standard that is well received in the advertising business, and all my professors knew every aspect of it.”
Samantha Savery is a graduate student in arts journalism and communications at the Newhouse School.
Daniel Wood had been here several times before. He had done months of carefully-worded LinkedIn requests. He had prepared for recruiter phone calls and gone to panel after panel. He had been at the video interview stage for an NBC internship before, but the process stopped there.
This time, the broadcast and digital journalism junior tried something different: horizontal networking among peers. He asked a fellow Newhouse NYC student who had worked at NBC for advice.
This time he got the internship.
Newhouse NYC students know the benefits of horizontal networking in the highly competitive media industry. In spring 2021, a semester challenged by a global pandemic and a nationwide lockdown, this kind of networking among Newhouse NYC students proved a powerful force. With some students in New York City taking classes in person and others learning remotely from as far away as Atlanta, students still found a way to help each other start their careers.
It was the Newhouse NYC connection that made Daniel Wood comfortable reaching out to cohort Lilly Umana, who interned at CNBC, for help with the video interview.
Her advice: Be genuine. Daniel knew that meant being vulnerable.
“I shared things that I wouldn’t typically share in an interview. I talked about how I’ve been home this past semester, how it’s been so hard with COVID. I brought up things about how I’ve just struggled with different parts of my identity,” Wood says. “I remember when I submitted the video interview, I was like, ‘Oh my gosh, did I just overshare way too much?’”
Evidently, NBC didn’t think so, because they offered him a summer internship at MSNBC. He says his conversations with Umana, and with fellow NYC student and NBC intern Ghael Fobes, gave him more concrete advice than his conversations with recruiters.
Amanda Morris has also received useful advice from other Newhouse NYC students.
She, along with five others in the Newhouse NYC cohort, interned at Peter Greenberg Worldwide, a travel news organization. Morris, a television, radio, and film junior who participated in Newhouse NYC from her home in Atlanta, said the interns got to know each other in the few minutes before the beginning of the staff meetings when the Zoom room was open but none of their supervisors had yet logged on.
Those few minutes added up, and now she and the other interns look out for each other and sometimes even review each other’s first drafts. While she admits they don’t have the same connection they would have if they were together in person, she says the uniqueness of this virtual internship has bonded them.
“Those few minutes have been a nice way to get to know each other a little bit more [and] form some kind of camaraderie between the interns,” Morris says. “It’s cool when we log on to [our] Com Law [class] and I see Tyler or Daniel or Aorui or Alex or Aidan on the call. I’m like, you know what’s up. You know what my day has been like. So it’s nice.”
Jun Hyung Cho is another Newhouse NYC student who has found comfort in his camaraderie with his All Sports Television Network co-intern and Newhouse NYC student Irshaad Motiwala.
Hyung Cho connected with Motiwala through Newhouse NYC before they began their internships, and he says knowing a fellow intern made the transition much less stressful. When he ran into roadblocks on an assignment, Motiwala helped him find resources to overcome those challenges.
“At one point in the internship, I was frustrated with the lack of responses I had gotten from the different sports organizations,” Hyung Cho says. “[Motiwala] helped me find more domestic and international sports organizations [and] leagues to continue reaching out to.”
Beyond the benefits of networking with each other during the semester, Newhouse NYC students are thinking about how they can help each other in the future.
“We will all be working together or hiring each other someday,” says Morris. “It’s all about forming a group of people that hopefully you like and respect and that have skills. We are all at the beginning of our careers, and we are all going to different places. You never know when knowing someone could benefit you in the future.”