Through an elective graphics design class taught by Chris LeQuire, each semester Valley Regional High School students get to stretch their real world muscles and create a professional grade, 30-second commercial spot. It must be concise, proficient, and compelling. Students work together or go solo on the project working to script, produce, and edit the video, learning time management and more from this hands-on project.

For the past three years, Essex resident Linda Grossman has challenged the students to create a commercial for Grossman Chevrolet Nissan in Old Saybrook.

“It is so amazing to work with these kids each year and see how creative they are,” said Grossman.

Forty two students created 22 different commercials, which were screened at a special red carpet Academy Awards-style event held in Grossman’s showroom. Each student was asked to dress up and invite friends and family members to view their final film masterpieces. Culminating the evening, the winners were announced and checks (donations to the school program for new equipment) and prizes were presented.

In the end, Britta McCarthy won for her 110 percent price guarantee spot. McCarthy’s winning commercial will air on Comcast.

Other commercials summoned creative inspiration from everyday life, such as grandparents, disappointment, lazy car buying customers, little brothers, forgotten birthdays, and more. One commercial even highlighted Valley Regional High School football team’s championship win this year.

“These kids really think outside the box and bring a fresh, new, exciting element to the challenge each year,” said Grossman. “If I can be just a small part of opening up these kids minds and possibly getting them interested in something they didn’t even know about before, then that makes me very happy.”

Previous commercial contest winner Sara Mcingvale is now pursuing a career in photography, majoring in fine arts and photography at the University of Hartford. She said being part of this commercial project was an inspiration to her.

“This experience is unparalleled. It was wonderful to be part of something that is so real-world based. I definitely would not be where I am, studying what I love, if it wasn’t for this experience. It opened up a whole new world to me.”

Current Valley student Charlotte Gephart of Chester said, “I think this is an incredible opportunity for high school students. This project gives us the opportunity to learn about more than just graphic design and making a commercial, but it also teaches us about business, marketing, and communications, all of which are valuable skills that we can use in any career we decide to pursue.”

“Each year it so exciting to see these kids work on this,” said LeQuire, who appeared in many of the commercials. “These kids put a lot of hard work and time into this project and they are so excited to get to the finished product.”

The students get about four weeks to work on the commercial. The process begins with them picking from a hat which theme they will address. From there, they create storyboards and scripts and have just four hours at the dealership to shoot, so everything has to be mapped out and the talent has to be ready to perform.

“This is a big process, but the kids love it,” said LeQuire.

“I am always impressed by these kids and what they create,” said Grossman. “This is something very special to be a part of not only to see how the commercials come out, but to watch the kids mature a little through the process. I am hard on them—I act like a real client who wants to buy their spot, so their work has to be compelling and professional, and they have to present it well.”

“I am so glad I was part of this project, it is something I would not have the opportunity to do anywhere else and it has taught me so much,” said Gephart.

2015 Commercial Contest Winners

Executive Team Vote

Grand Prize $400/$100 to B&H: “Dream Car” by Britta McCarthy

Runner up #1 $100/$25 gift card to B&H: “Hair Cut” by Nicholas Smith and Jeremy LaMountain

Runner up #2 $100/$25 gift card to B&H: “You Give 110%” by Charlotte Gephart

Facebook Popular Vote

First Place Fall $150: Cassandra Miles

Second Place Fall $75: Nayara Alvarado

First Place Spring $150: Charlotte Gephart

Second Place Spring $75: Harrison Taylor

Honorable Mention: Mia Marasco