Exploring the AD Jungle: PUP’s Production Design Seminar
On January 26, the Polytechnic University of the Philippines (PUP) hosted a compelling event designed to illuminate the often unseen world of advertising production design. Held at Bulwagang Balagtas, the AD Jungle Seminar brought together fourth-year Advertising and Public Relations students from PUP’s College of Communication for an immersive exploration of how production design shapes compelling campaigns. The seminar, organized by PUP’s AD students, offered a rare glimpse into the creative process that bridges concept and execution in advertisement work.
Hands-on Learning: From Concept to Set
The core idea behind the AD Jungle Seminar was to give attendees a practical framework for understanding production design. Speakers and workshop leaders guided students through the stages of creating a visual environment for advertising campaigns—from initial mood boards and color theory to set construction, prop sourcing, and on-location logistics. Attendees learned how production designers translate brand stories into tangible, sensory experiences that capture audience attention across multiple channels.
Why Production Design Matters
In modern advertising, production design is not merely about aesthetics. It influences storytelling, pacing, and audience perception. The seminar highlighted how deliberate choices in lighting, texture, and spatial arrangement can elevate a message, clarify a brand’s personality, and improve viewer recall. Students explored case studies where thoughtful production design transformed simple ideas into memorable campaigns, reinforcing the principle that design decisions must serve the narrative and strategic objectives of the brand.
Industry Insight and Career Pathways
Beyond the classroom, the AD Jungle Seminar offered a valuable bridge to industry realities. Guest speakers shared their experiences working with agencies, broadcasters, and production houses, detailing typical roles within production design teams, from art directors to prop masters and set decorators. This insider perspective helped students map potential career paths, understand internship requirements, and identify the skills most valued by potential employers. The event underscored the importance of collaboration—how designers, copywriters, photographers, and videographers coordinate to deliver cohesive campaigns under tight deadlines.
Skills in Demand
The program emphasized practical competencies that students can cultivate during their remaining time in school and through internships. Key takeaways included strong visual literacy, a solid grasp of color theory, geometry of space, and an ability to convey brand values through tangible elements. Participants were encouraged to develop a portable portfolio that demonstrates their capacity to translate abstract briefs into concrete, production-ready visuals. They were also advised to cultivate problem-solving skills, as production design often requires quick, creative pivots when on set or when shooting schedules shift unexpectedly.
Campus Life and the PUP Creative Community
Events like the AD Jungle Seminar strengthen the vibrant creative community at PUP. Students not only gain technical know-how but also form networks with peers and mentors who share a passion for advertising’s visual storytelling. The atmosphere fosters curiosity, experimentation, and a willingness to push boundaries—traits that are essential for anyone pursuing a career in production design or communications at large.
As the day concluded, attendees left with new insights into how production design intersects with advertising strategy. They departed with practical tips, a broadened professional perspective, and a renewed sense of purpose about their future roles in the industry. The AD Jungle Seminar at PUP proved that a well-orchestrated production design session can be as informative as it is inspiring, equipping the next generation of advertisers with the tools to craft visuals that resonate and endure.
