Palm Beach Atlantic University (PBA) Cinema Arts students recently took home four 2024 MarCom Awards. Hosted by the Association of Marketing and Communication Professionals, this international competition receives about 7,000 entries each year—including submissions from major production companies and advertising agencies.
PBA students created four television commercials that won two Platinum Awards, a Gold Award, and an Honorable Mention. The commercials were produced by Antonio Zarro, associate dean for academics and professor of cinema arts, and Dr. Thomas Parham, professor of communication and media studies and chair of the department of visual and media arts.
Students ideated, pitched, and produced the commercials through PBA’s Cinema Lab. This required course offers hands-on experience in television and film, so students gain skills in producing, directing, cinematography, editing, and sound.
“Our film program is very robust in production,” says Zarro. “Students start labs early, sometimes sophomore or even freshman year—so they receive a lot more practical experience than many other film programs offer.”
While these videos are specs—which help filmmakers build their portfolios without being commissioned by a brand—the students handle all aspects of production, under the tutelage of professors. The students will even work full shoot days to better understand industry expectations.
Zarro says awards like MarCom enrich students’ experiences and underscore the Cinema Arts program’s focus on excellent visual storytelling.
Caleb Cauley is studying cinema arts and minoring in intercultural studies. His commercial, Icee: The Musical, follows three college students who enjoy the refreshing slushies after a long day of navigating life, relationships, and classes.
When the senior learned his commercial won Gold, he was shocked.
“It’s a cool reflection of the work I’ve put into my film pursuits in the last couple of years,” he says. “I wouldn’t have been able to do [everything] on my own. This award reflects the [connection] between everyone who worked on the project.”
Cauley says PBA has empowered him to infuse personal experiences and class concepts into his film work, network with others, and even tackle additional projects—like working with a professor on a documentary about refugees in Egypt.
After graduation, Cauley hopes to work on more international storytelling and documentaries, especially ones that highlight the needs of marginalized communities.
“Our goal is that, when [students] start working and walk onto a production, they know what to do,” Zarro says. “We are big on experiential learning and replicating a real industry environment.”
This isn’t the first time PBA has received film awards. Recently, three students won Viddy Awards, and each year, students attend the Broadcast Education Association’s Festival of Media Arts in Las Vegas, an international competition focused on the creative pursuits of students and faculty.
In addition to a bachelor of arts in cinema arts, PBA also offers a BFA in cinema arts, which includes additional, intensive coursework such as film business and directing for film classes.
Learn more about PBA’s cinema and media studies programs.
PBA Students’ Recent Film Accolades:
2024 MarCom Awards
Gatorade – Platinum, directed by Blaine Carmean
Ignite – Platinum, directed by MJ Whitaker
Icee: The Musical – Gold, directed by Caleb Cauley
Old Spice – Honorable Mention, directed by Kaelyn Lakey
2024 Viddy Awards
Jasper – Platinum, directed by Faith Kazim
The Other Side – Platinum, directed by Kyle Smiroldo
The Modern Art Thief – Gold, directed by Ella Jasper
