Award-winning work showcases students’ innovation and industry readiness

SJMC students and faculty gather to celebrate student awards.

Award-winning work showcases students’ innovation and industry readiness

Posted on: February 26, 2026; Updated on: February 26, 2026
By Patty Hall, webmaster, phall@sc.edu

Creativity, craft and strategic thinking were on full display as students from the School of Journalism and Mass Communications earned top honors at the American Advertising Federation Midlands ADDY Awards gala. Recognized with both Gold and Silver ADDYs, the students’ work reflects the depth of talent emerging from classrooms led by faculty members across multiple disciplines.

The ADDY Awards represent the true spirit of creative excellence, recognizing outstanding advertising across all media types and categories, from emerging student creatives to seasoned professionals. This year’s competition continued to evolve with the inclusion of entries incorporating artificial intelligence, a growing area of innovation within the industry.

Marcia Purday, advertising and public relations sequence head, says that what makes this moment especially meaningful is the range of work being honored, from packaging and illustration to integrated campaigns and emerging AI applications.

three students holding trophies — Photos from the AAF Midlands Awards "Go For the Gold" Gala held Friday, Feb. 20, 2026.

"Our students aren’t just learning how to make beautiful work. They’re learning how to think critically, solve problems and adapt to an industry that is constantly evolving," she says. "These awards reflect both their talent and their readiness to lead in the next chapter of advertising.”

Visual communications instructor Jason Porter says students are approaching new technologies with intention, integrating them into thoughtful workflows that expand their design thinking rather than replace it.

“Elissa Myers' Gold-winning entry demonstrates how emerging tools can elevate a project when guided by strong strategy and craftsmanship,” Porter says. “In our classes, students have the space to experiment, refine their processes and ask the same workflow questions the industry is actively navigating. That freedom strengthens both their creative confidence and technical fluency.”

For advertising instructor Wyatt Urmey, the recognition signals that the skills they are developing align with the needs of today’s advertising industry. A recent report from online freelance marketplace Upwork found that one of the fastest-growing skills in hiring is AI video generation and editing — an area rooted in design and creative work.

“The important story is that it’s a mix of technologies that makes our students valuable,” Urmey said. “They’re becoming knowledgeable ‘conductors’ of a creative orchestra, able to bring together strategy, storytelling and the latest tools to produce meaningful work.”