## **Sand Castle University: Shaping the Future with National Brands**
**GULF SHORES** — In a landmark move for the **creative landscape of the Alabama Gulf Coast**, Sand Castle University (SCU) has formed exciting partnerships with **national powerhouses Toyota** and **L’Oreal cosmetics**. These collaborations mark a significant leap in brand collaborations for the local business, further solidifying SCU as a premier destination for stunning sand sculptures.
### **A New Era of Collaborations**
Anita Spicer from SCU expressed her enthusiasm, stating, **”These are by far the largest national brand collaborations we have done yet.”** This sentiment embodies the thriving energy surrounding SCU, as they continue to push boundaries in artistry and advertising.
### **Crafting Innovation for Toyota**
The collaboration with Toyota began when the company’s marketing team sought a captivating commercial for their new **Grand Highlander**. Janel Hawkins, the visionary sculptor and owner of SCU, jumped at the opportunity. **”Janel did a great job filming and editing — very professional,”** Spicer remarked, as she detailed the impressive sculptures featured in the commercial, including a **steering wheel, seat, dash module, and even the iconic Toyota logo**.
Eager viewers can catch snippets of this artistic endeavor on SCU’s social media channels, with the full commercial available on their **YouTube channel**.
### **Sculpting for Sunscreens: The L’Oreal Collaboration**
The partnership with L’Oreal saw Hawkins channel her talents into sculpting the **headquarters building** of the brand, topped with a striking representation of their latest sunscreen product. While the content for this collaboration hasn’t been released yet, anticipation is building within the SCU community and beyond.
Hawkins shared her thoughts on these partnerships: **”Having opportunities for larger collaborations in the last couple of years has been really exciting and validating to me as an artist and business owner.”**
### **A Legacy of Creativity**
SCU’s track record includes noteworthy projects for major films such as Disney’s *Moana 2*, Warner Brothers’ *Aquaman 2*, Netflix’s *SpongeBob: Saving Bikini Bottom*, and Hulu’s *Vacation Friends Two*. According to Spicer, **”In our everyday life, we do quite a few business logo sculptures — including Margaritaville at The Wharf — proposal sculptures, baby announcements, and more.”**
This commitment to a diverse array of projects reflects SCU’s dedication to both community and artistry, with Hawkins expressing her intention to remain engaged with local businesses and continue sculpting for **their enjoyment and connection to the community**.
### **The Growth of Sand Castle University**
Founded in 2017, SCU experienced explosive growth during the COVID-19 pandemic as families sought **safe, outdoor activities**. Today, SCU offers a variety of classes and **commissioned sand sculptures** for events like the **Hangout Music Festival** and the **NCAA Beach Volleyball Championships**. They’ve also created vibrant marketing content for local enterprises, including a recent project for **Young’s Suncoast Realty & Vacation Rentals**.
### **Building a Strong Community Presence**
SCU’s vibrant online presence reflects its popularity, with Hawkins’ time-lapse videos captivating audiences as they showcase intricate sandy creations. In December 2024, SCU celebrated a major milestone, reaching **one million followers on TikTok**. As of now, they boast **444,000 followers on Instagram** (a 10,000 increase since May) and **714,000 on Facebook**.
Hawkins highlighted the positive shift in her focus, stating, **”Now that we are getting more requests for big collaborations and custom sculptures, I have been able to shift my focus from teaching full-time to sculpting.”** This newfound focus allows her to concentrate on her art, while a skilled team ensures the continuity of classes.
### **The Future Looks Bright**
As Sand Castle University continues to build its legacy, the excitement surrounding their new partnerships with Toyota and L’Oreal points to a promising future ripe with creativity and innovation. Who knows what marvelous creations will emerge next from this talented team? For updates and more, be sure to follow SCU on their social media channels and catch their latest projects!
