ERAM’s 3D III Students Collaborate with Oxford on Advertising Campaigns
During the second semester, students enrolled in the 3D III course of the Bachelor’s Degree in Audiovisual and Multimedia Communication took part in a collaborative project with Oxford, one of the leading brands in school and office supplies. The activity, coordinated by Professor Sergio Cuervo, gave students the opportunity to work on a real-world brief by developing advertising spots for some of the brand’s new products.
The project began with a visit from Oxford’s marketing team. During the meeting, students had the chance to explore firsthand the products they would be promoting, including the Executive backpack, the Endless tote bag, and the Scribzee app. This direct interaction with the products facilitated detailed observation, photography, and the collection of references needed for 3D modeling and texture creation.
In addition to presenting the products, the brand’s representatives shared Oxford’s history, values, and philosophy with the students, placing particular emphasis on material quality, innovation, and customer care. This context was essential for understanding the brand’s identity and translating its values into coherent and effective audiovisual proposals.
As part of the creative process, several sessions were also conducted in collaboration with the Foundation for Creativation. Through games, challenges, and time-constrained work dynamics, students tested their ability to generate ideas, critically evaluate them, and transform them into solid communication concepts.
Following this initial phase, each student presented a campaign idea. A total of ten creative proposals were developed, from which Oxford selected five to move forward into production. Teams were then formed to begin developing the projects, creating storyboards, animatics, and defining the visual style of each piece.
Once the advertising spots were completed, Oxford’s representatives returned to ERAM to evaluate the results. After an initial presentation, each team received feedback and suggestions for improvement from the client, which were implemented over the following two weeks. The process concluded with a final screening of the commercials on a large screen within the institution’s facilities, recreating a cinematic experience that allowed everyone to share and celebrate the work accomplished.
The advertising spots were primarily designed for distribution on social media platforms, although they also meet the technical requirements necessary for adaptation to television formats and cinema screenings.
For the students, this experience represented a unique opportunity to tackle a real professional project, working with an external client and adapting to the demands and workflows commonly found in the industry. A valuable educational experience that brought them even closer to the professional reality they will encounter in their future careers.
