How Miami Ad School is Redefining Education for the DIY Creative Generation
In a rapidly changing landscape, Miami Ad School is embracing the spirit of reinvention, led by the dynamic Rebecca Rovirosa. As the institution pivots to meet the needs of a DIY creative generation, we’re witnessing a transformation that reflects the chaos and creativity of today’s digital world.
A Legacy of Creativity, but What’s Next?
For a school just shy of its 30th birthday, Miami Ad School has consistently surpassed expectations. Its legacy boasts global award winners and a substantial influence on top advertising agencies. However, as AI, TikTok, and other generative technologies permeate the industry, the need for a shift becomes evident.
Enter Rebecca Rovirosa: A Fresh Perspective
Just three months into her role as executive director, Rovirosa is digging deep into the curriculum, bringing a vibrant energy to the institution. “We’re not teaching traditional advertising anymore,” she asserts confidently. “Everybody is doing content curation.”
Her commitment to a more relevant and engaging educational environment is palpable while she chats from a Bauhaus-inspired space in Wynwood, an area buzzing with creativity and ambition.
Embracing the Chaos: A New Curriculum
At the forefront of Rovirosa’s approach is the AI bootcamp, launching this summer as a pilot initiative. This isn’t just another novelty course; it represents a crucial shift towards a hybrid creative model.
“A lot of what we talk about in this changing environment is giving students real experience,” she explains. The school is cultivating versatile creatives capable of directing, editing, coding, and adding a unique voice to their content.
By collaborating with local collectives like FilmGate Miami, Rovirosa ensures that students gain hands-on experience. “They do, like, two-hour blocks focused on shorts,” she elaborates, underscoring her commitment to immersive learning.
Building a Community of Innovators
Rovirosa’s pragmatic approach is deeply rooted in her own journey through the worlds of fashion and brand experiences. “I came from a place of trying to create community. I didn’t come from academia,” she explains, shedding light on her desire to cultivate a sense of belonging among students.
Her vision for Miami Ad School is not a nostalgic nod to past glories but a launchpad for innovative thinkers. “We are not the Ivy League; we are the punk rock school,” she quips, embodying a rebellious spirit that resonates with a new generation of creators.
Overcoming Challenges: The Pandemic and Beyond
The COVID-19 pandemic posed significant challenges, leading to declines in student enrollment and the closure of some campuses. However, in 2023, the school was acquired by Groupe EDH, a private French higher-education entity known for institutions like EFAP. This acquisition provides Miami Ad School with the funding and global platform it needs to forge ahead.
As Rovirosa states, “I always say, let’s just start. We’ll figure it out. We need to just make things happen.” This proactive approach is essential for fostering creativity and resilience among students.
Finding Your Own Path to Success
In Rovirosa’s vision, success is no longer about climbing the corporate ladder. “I want them to build their own opportunities,” she urges. “If you can’t find a job, then create something. That’s the world now.”
This message encourages students to embrace personal branding and seize the initiative without waiting for permission.
Welcome to a New Era of Creativity
Miami Ad School stands as a beacon for those eager to break down barriers in the creative industry. There are no velvet ropes, no gatekeepers—just a community of aspiring artists determined to carve out their own paths.
With a fresh perspective and innovative programs, Miami Ad School is paving the way for a creative revolution that resonates with the ethos of an empowered, self-made generation.
If you’re interested in exploring more about creative education, check out The Drum’s Miami Focus for insights into the vibrant local scene.
