April 21, 2014 | New York City College of Technology
City Tech Advertising Design & Graphic Arts students Elena Prokhortseva and Shayne Alexander participated on a team that won first place in The One Club’s Creative Boot Camp competition, held at Macaulay Honors College-CUNY from January 21-24, 2014. For the past four years, City Tech students have been on the first place teams.
The camp, co-sponsored by the New York City advertising agency giant BBDO, drew 90 students from a range of colleges and universities including Pratt, the Fashion Institute of Technology-SUNY, the School of Visual Arts, a number of CUNY colleges as well as Virginia Commonwealth University.
A major component of The One Club mission is to educate and inspire students of the business and to benefit the next generation of creatives through scholarships, portfolio reviews, annual exhibitions and competitions. The One Club Creative Boot Camp is a diversity initiative with the goal of recruiting creative students from multicultural backgrounds who may not be aware of advertising or design as viable career options.
Led by creative directors and designers from across the U.S., The One Club Creative Boot Camp is an intensive four-day workshop that introduces students to the art of creating advertising for a client from initial concept through the final pitch. City Tech Professor Douglas Davis was invited to give an overview of advertising and the creative process to students on day one of the boot camp.
Davis emphasized the importance of the competition for City Tech students: “This is the perfect opportunity for students to practice the conceptual skills they gain at City Tech. As one of the few public avenues into advertising, we strive to attain parity with private schools. Access to competitions like this is key because they provide tangible evidence of parity despite the public/private resource gap.”
Prokhortseva and Alexander were randomly assigned to a team of six and were given the option of choosing one of two “problems” presented to all teams. The team chose “Start Small, Think Big”— a campaign to help to gain sponsors for small businesses using a vending machine concept.
The grand prize? Prokhortseva and Alexander won a highly coveted ten-week internship at BBDO this summer, along with the other four members of their team.
One Club is a professional organization for advertising professionals that was founded in 1975 and is based in New York. It is the world’s foremost non-profit organization for the recognition and promotion of excellence in advertising and design in all its forms.
City Tech (New York City College of Technology), of The City University of New York, is the largest four-year public college of technology in New York State and a national model for technological education. City Tech has an enrollment of nearly 17,000 students in 65 baccalaureate, associate, and specialized certificate programs.