At The University of Alabama, Minerva is more than just a classroom experience, it is a launching pad for the next wave of advertising professionals. Created in 2015, Minerva, centered around creative advertising, was created to help students graduate with a competitive portfolio, giving them an advantage when applying to work at top agencies. Led by Associate Professor Mark Barry, the course has become a creative hub where students, alums and faculty work together to push boundaries and inspire each other. Recently, the quality of Minerva students’ work was recognized by the Tuscaloosa chapter of the American Advertising Federation (AAF), with students bringing home 14 out of 18 student ADDYs at the chapter’s American Advertising Awards. This is an impressive achievement that speaks to the program’s success.
Minerva students Maggie Forth, Ainsley Overholt, Edie Tomka, Rachel Narbo, Shelby Best and Maggie Sullivan went on to win two Gold and a Silver student ADDY at the District 7 American Advertising Awards. The competition at this level includes student work from universities and colleges throughout Alabama, Tennessee, Louisiana, Georgia and Mississippi. Overholt and Forth’s campaign for Goodwill and Narbo and Sullivan’s campaign for Blue Bunny then both went on to win Silver student ADDYs in the national competition, the country’s largest competition for creative advertising.
Barry emphasizes that Minerva’s core focus is on building a solid portfolio. “The truth is, if you want to be an art director or a copywriter, the portfolio is not the only thing that matters, but it’s 98% of the equation,” he says. “So, everything I do, every class I teach, and every assignment I give is an opportunity for students to build a portfolio piece.”
For Minerva students like Edie Tomka, the experience has been an essential part of learning to think creatively and collaborate with others. Tomka, won a Gold ADDY in Tuscaloosa for her work on a campaign for Invisaware.
“Minerva really pushes students to be the best versions of themselves creatively,” says Tomka. “He [Mark Barry] brings in outside creatives who are now working in real agencies, which is so valuable. We get to see what they’re working on and apply that real industry feedback to our own portfolios.”
Her experience working on Invisaware, a brand of personal protection jewelry, highlights the program’s emphasis on real-world application. “We wanted to empower women to feel safe,” she explains. “We leaned into the idea of how a simple change, like two letters, can shift meaning. It was about translating that concept into creative copy. Barry helped us take the idea further, pushing us to think outside the box but still keep the message grounded.”
Barry’s teachings align perfectly with his mindset, emphasizing the importance of hard work, kindness and a commitment to excellence.
“If we decide to go into the industry with a work ethic that can’t be beat, a heart full of kindness and generosity and a portfolio that’s as close to perfect as we can get it, we’re going to succeed,” said Mary Katherine Gunn, another Minerva student. “Not only in industry, but anywhere. The kind of people we want to be comes from our heart.”
Shelby West won a book design student ADDY for The Monkey’s Paw Ainsley Overholt and her partner Maggie Forth took home both Best in Show and a Gold student ADDY in the district awards for their Goodwill campaign. The campaign drew on the style of vintage ads from the 60s and 70s. For Overholt, Minerva was essential in helping bring this vision to life. “Being a part of Minerva was intrinsic to my success at the ADDYs. Without the preparation of my mentor, Mark Barry, and the collaboration of my partners I wouldn’t be where I am today. The Minerva concentration prepares you to be a creative in the advertising industry, really allowing you to learn and grow within yourself and the industry.”
Minerva students adhere to a “work hard, play nice” mantra. It’s all about balancing hard work, creativity and collaboration. With Mark Barry’s direction, students build impressive portfolios, push their creative limits and connect with industry professionals. At Minerva, success isn’t just about talent; it’s about a supportive community that drives you to make an impact.
View the award-winning campaigns and more student portfolios on the Minerva site.