A GOOD DAY: A PEEK INSIDE GS&P’S THE ACADEMY

The GS&P Academy 2023 Class

At Monday Talent, we are always seeking the stories behind the most innovative and inspiring initiatives in the creative industry. Today, we turn our spotlight on Goodby Silverstein & Partners (GS&P), a world-renowned advertising agency that has consistently pushed the boundaries of creativity. More specifically, we'll be diving into their educational venture, The Academy. Designed as a transformative path for those eager to make their mark in design, art direction, or copywriting, The Academy stands as a testament to GS&P's commitment to nurturing the next generation of creatives. 

To give you an insider's perspective on this unique learning experience, we had the opportunity to chat with Zach Canfield, Associate Partner, Director of Talent at Goodby Silverstein & Partners and a driving force at The Academy. Stay with us as we unravel the philosophy, process, and immense potential that The Academy offers to its students.

How did The Academy come to fruition? 

Early in my advertising career, during the late 90s, the industry was filled with creatives from lots of different backgrounds, not just the conventionally skilled. You didn't have to necessarily be great at design on day one, but if you were an interesting, creative person, agencies would hire you and then mentor you to get better. My personal journey into art and design started in a tattoo shop. Despite not possessing all the typical skills needed to be an Art Director, my background was appreciated and valued, and I was mentored to grow into a creative role. 

However, in the early 2000s, dedicated advertising programs began to be the predominant place agencies hired from. These programs produced highly skilled students, raising the bar in the industry. It’s not a bad thing at all, but it certainly created a higher entry barrier for individuals like me, without a college degree and with an unconventional background.

The idea for our program was born from the desire to create a path for individuals who can’t afford a master's level education and don't have the resources or ad-industry knowledge necessary to develop a competitive portfolio on their own. We aimed to bring diversity in the industry without burdening students with debt. With this in mind, we designed a program that cuts away the unnecessary aspects of traditional education and focuses on the hands-on skills we use daily in the industry. It's a trade-school approach tailored for students to balance their studies with their jobs, which is especially critical for those living in high-cost cities like San Francisco.

The goal is to help students get real agency experience and ensure diverse artistic interests continue to find a home in our industry. This, to me, is the driving force behind our program.

What is the structure of the program?

An evening program in the agency’s offices was a product of simple research--we asked the students what was best for them. Despite the relative comfort of Zoom, we discovered by talking to students that in-person learning was overwhelmingly preferred. Our goal is to prepare students for successful careers in the industry after graduation so we decided to keep the physical setup and have the class run as if the students were already working in the agency. From state-of-the-art photo studios to editing suites and animators, students have access to a pretty killer environment akin to an art school.

While our program only runs for one year, we’re trying our best to give them an “education on steroids.” The most important aspect is ensuring that our students build a substantial portfolio. It’s important to note the students never touch our client projects; they work solely on their portfolios. We keep it separate so they can focus on what’s best for their own portfolio. 

We greatly value the quality of instruction—great art directors or performers do not automatically make great teachers, so we hired Dan Balser to run the school. Dan’s sole job is this, so he’s able to put all of his time toward the students and the program. Previous to joining The Academy, Dan was a Program Director at The Creative Circus--one of the best portfolio schools in the world--for 18 years. He doesn’t teach all of the classes, but he does shape the curriculum and train the teachers.

GS&P Founding Partner, Jeff Goodby

Who can apply to The Academy?

Our program is open to anyone looking to transition into a full-time, paid creative role with a special focus on design, art direction, and copywriting. Students aren't required to choose a specialization upon enrollment; we first provide an overview of the industry, allowing them to understand their options and interests better. As the sequence progresses, students can opt to specialize in either art direction, design, or copywriting, with dedicated classes focused on their chosen path.

The application process is straightforward and specifically designed for individuals without an existing portfolio. Applicants are instead evaluated based on their responses to creative prompts we provide, such as devising a campaign to convince parents to allow ice cream for dinner, as requested by a six-year-old client. These thought starters replace traditional portfolio requirements, offering a unique opportunity to showcase creativity and critical thinking skills.

What’s the application process, and how many people does the program admit?

It’s a one-year program, and applications open roughly five months before the start date. We’re currently accepting applications for 2024; apply here. Applications are pretty straightforward and then we have a group of people who meet and screen applicants, and students find out usually about two months before the program starts.

With an intimate set-up of around 17 to 18 students, our program prioritizes personalized learning. Now in our second year, we've been agile in tailoring our curriculum, thanks to the valuable feedback from our inaugural batch - aptly named the “Control Group.” This flexibility, a perk of our non-accredited status, allows us to pivot course content(sometimes in real-time) to fulfill our students' evolving needs. So, whether it's a sudden interest in a trending design style or a need for a deeper exploration of copywriting techniques, we're equipped to adapt swiftly and ensure our students always receive a fully tailored and comprehensive creative education.