Madelyn Haden

Madelyn Haden is a current master's student in the Texas Creative and Texas Strategy tracks. Below she shares her experience both in the program and as a creative.

Why Texas Creative?

Before starting my journey here at UT, I have always loved the creative side of marketing. Whether that be the insight behind the campaign or the design, I loved to think about why one advertisement calls me to take action compared to others that didn't. Film marketing has explicitly always stood out to me. An example is the Smile campaign, in which people creepily smiled at the camera at huge public events. Entertainment, especially film, is so integrated into our lives, and the creative decisions behind why a film becomes a Blockbuster is so intriguing. Going into the Master's program, I knew that the experience I gained through the Texas Creative program would get me to where I needed to be for a career in creative advertising.

Could you walk us through a recent campaign you completed in the Texas Creative program and what you learned from that experience?

I just completed a campaign for AMC A-List last week. As an A-List member myself, I see the benefits almost every week. With three movies a week, upgraded popcorn size, free refills, and films in any format (I love Dolby myself), the subscription is a no-brainer for those who love movies and the theater-going experience. My partner Catalina Mollai and I have created five posters, a billboard, wild posting, and experiential activation. We have also perfected the subscription's tagline, "We Make Movie Buffs," playing off of AMC's current tagline, "We Make Movies Better." During this campaign, I learned the importance of working with a brand you respect and enjoy. It feels so true to life to sell something that you already enjoy, and this is a perfect example of that.

How does your background in art direction and creative production influence your approach to storytelling in your projects?

I have a background in film, which has helped me curate such a creative way of thinking that puts storytelling first. Something that connects both art direction and the way that someone will react to a short film is knowing and understanding human truth. It is almost a form of psychology that lets us step back and look at a problem in a way that nearly everyone will. Human thinking and reaction are something that we all have in common. Our actions may differ, but the initial feeling will almost always be the same. If you're trying to go for something scary versus something sad, what kind of lighting, music, font, and pace will conjure the emotion you're going for? We're not robots. We are human. Approaching storytelling, whether through filmmaking or art direction, should always put the idea of human truth first.

Can you share a memorable challenge you faced on a creative project and how you overcame it?

Recently, my partner Alayna Kozak and I completed a campaign for Olipop. I love how this campaign has turned out, but man, oh man, was it challenging at times. One week, we came to all three classes to show the prints we had prepared the night before. Going back to human truth, so many of our classmates helped us find the "why" behind someone buying Olipop compared to other brands like Poppi. On what felt like the fifth round, we decided that the ingredients were what mattered. Behind the "good for you" branding and packaging, the science is what stood out. We decided on the tagline "Science-backed soda" and created a well-rounded campaign that used Olipop's current brand style. We also wrote up body copy to grab attention. Art direction wise, we decided to focus on the actual ingredient and what it looks like in natural form. At first, seeing a cactus on a soda billboard may create some drawbacks, but seeing that this is what makes up a particular part of your drink can also be very appealing. These are the ingredients in Olipo, which are straight from the ground and not made in a lab. These ingredients also have some profound benefits.

Do you have an internship right now?

I am currently a Product Marketing Intern for Thryv! I love having this internship right now. I got the internship in May, right after school ended last spring, and will continue in the position until the week of graduation next spring. My position is so broad that it allows me to wear several hats. I have developed copy and art directed webpages and leave behinds. I have also completed a lot of competitive research, helped translate copy to Spanish, and perfected my skills in tools such as Figma! This internship has pushed me to get real-world experience working for a great company and has allowed me to continue my college work. I also love the people that I get to work with!

Advice for people who want to apply to Advertising at UT Austin?

My main advice would be to take a step back and see what sets your soul on fire. What are you most passionate about? Stan Richards School of Advertising and Public Relations really allows you to step into what you want to do. You can choose between several sequences; within those, you can dive even deeper into the career you want to create for yourself. I also recommend becoming involved outside of those classes. As for me, I founded an organization that combines film and advertising students, where we help each other create portfolio-worthy posters and spec commercials. I am getting so much valuable information from my classes and still choosing to focus on getting experience for myself!