Ever since I started my graduate school adventure at Miami Ad School San Francisco (a portfolio school for advertising), I have been shown the true value of personal projects.
Personal projects that allow one to freely execute a campaign without being limited by the corporate aspects of advertising; personal projects that encourage individuals to pursue something true to themselves, while having fun playing with social norms.
This is how the idea of “Call Your Mom” came about. Everyday, we walk by so many strangers without interacting with them at all. My team and I wanted to break this social norm and get to know strangers in a unique way – by gaining insight into their relationship with their moms.
We therefore took to the streets of San Francisco and asked people when they had last called their moms. The end result was beautiful, and fully supported a notion we strongly believe in: if you are passionate about an idea, go and execute it. The benefits of advertising don’t just have to come from the professional workplace.
– Jiayi Wang ’13
I hope you enjoy it …