Heading into the AD Jungle: PUP’s AD Jungle Seminar
On January 26, the Polytechnic University of the Philippines (PUP) welcomed a cohort of fourth-year Advertising and Public Relations students to a hands-on exploration of advertising production design. Held at Bulwagang Balagtas, P1NTIG — a spirited block from the PUP College of Communication — the event lived up to its name, inviting participants to navigate the wild terrain of concept-to-creation in modern advertising.
Why Production Design Matters
Advertising production design sits at the crossroads of art and execution. It shapes how ideas are visually rendered, from set aesthetics and wardrobe to on-screen graphics and practical effects. The seminar emphasized how thoughtful production design can elevate a campaign, ensuring a coherent look that resonates across media channels while staying true to brand narratives.
From Concept to Craft
The program highlighted the journey a campaign takes from initial concept to production. Students learned how production designers collaborate with art directors, copywriters, photographers, and directors to translate a creative brief into tangible visuals. Real-world case studies illustrated timelines, budgeting considerations, and the delicate balance between artistic vision and practical feasibility.
Learning by Doing: Interactive Sessions
True to its immersive title, the seminar featured interactive sessions where students could practice decision-making under realistic constraints. Activities included analyzing mood boards, evaluating lighting setups for different environments, and exploring set design choices that align with campaign goals. Guidance from faculty and industry-connected mentors helped participants understand how production design impacts audience perception and brand consistency.
Tools, Techniques, and Trends
Participants were introduced to core tools used in the field—from layout planning and prop management to storyboard alignment with wardrobe and makeup. The session also touched on emerging trends in advertising production design, such as sustainable set design practices, the growing importance of accessibility in visuals, and how digital platforms demand flexible design solutions for multiplatform campaigns.
Why This Seminar Fits into the PUP Curriculum
For students pursuing Advertising and Public Relations, the AD Jungle Seminar complements classroom theory with practical, industry-relevant skills. It offers a bridge between academic learning and professional execution, encouraging students to think critically about how production design informs storytelling, audience engagement, and campaign measurability. The event aligns with PUP’s goal of producing graduates who can translate creative ideas into efficient, audience-grade productions.
What Attendees Take Forward
Beyond technical know-how, attendees gained a deeper appreciation for collaboration, time management, and ethical considerations in production design. The experience equips them to contribute effectively in studios, agencies, or in-house marketing teams, where a well-crafted visual language can define a brand’s trajectory in a crowded marketplace.
Closing Thoughts
The AD Jungle Seminar at PUP showcased the dynamic potential of advertising production design in contemporary campaigns. It reminded students that design is not merely about aesthetics but about building a persuasive, coherent experience that guides audiences from first glance to lasting impression. As these future professionals step into the industry, the jungle becomes a little less wild—and a lot more navigable.
