Studio 2058: More Than a Space
The Oxford Dictionary defines a room as “Space that can be occupied or where something can be done.” The space Studio 2058 occupies, however, can no longer be considered just a room. Through a collaboration between University of Florida College of Journalism and Communications Lecturer Bienvenido “Benny” Torres, a band of passionate students, and the support of the college, the space has transformed into the creative powerhouse known as Studio 2058.
Torres defines Studio 2058 as a collection of spaces, collaborations, and classes. Even this definition, however, fails to capture the energy you feel when you walk in. Students here thrive on self-expression and creativity. Conversations occur organically as students filter in and out throughout the day. The shelves are filled with Nintendo Labo gear — a reminder of their success pitching to globally-active advertising agency Leo Burnett. “If you look at our space, you can see our history on the walls themselves,” Torres said.
In the first phase of the creation of Studio 2058, projects were with student startups, helping companies like Bearbottom Clothing and The Crocodile get off the ground. “It started to feel like a community,” Torres said. When he was given the opportunity to teach a section of Advertising Campaigns, he jumped at the chance to combine the energy of Studio 2058 with this established capstone class. The students and Torres chose their client, Nintendo, and the students used their expertise as members of Generation Z to experiment and push the boundaries of traditional advertising.
The studio then flew in representatives from Leo Burnett to judge their proposal. This group included Chris Totzke, a graduate from Studio 2058 who is now a junior producer for the agency, as well as senior producer Luke Crawford and corporate officer Juan Woodbury. They were so impressed with the campaign that they invited students to Leo Burnett to present in person that summer. With the support of advertising department head Dr. Tom Kelleher, thirteen students traveled to Chicago and pitched their work to a room full of advertising agency professionals. Out of only 50 coveted internship spots at Leo Burnett, three of them went to Studio 2058 students as a direct result of their pitch.
The last phase of the development of Studio 2058 is to continue the momentum. Torres’ section of Advertising Campaigns has turned into a new class called Social Labs. It is now one of the culminating experience options for the new Persuasive Messaging track of the Advertising major. A unique new catalog option called ADV 3920c, Professional Workshop in Advertising, allows students to come to three-day workshops on topics such as project management, personal branding, and even improv. Students earn one credit hour for each workshop attended.
Studio 2058 is more than just the classes that are held there. It is a safe and diverse space where students come for networking, career coaching, and life mentorship. At the heart of it is a network of alumni eager to sustain its momentum. For example, through her experience with Studio 2058, Lauren Hemingway was hired at Gainesville startup Collective and Co. Now one section of Social Labs is working with Hemingway and Collective and Co as their client. Richie Caudill and the other Studio 2058 graduates who have become Leo Burnett employees recently returned to judge the newest Nintendo pitch from one of the Social Labs class sections. “We’re creating a situation where recent graduates still feel connected, and still feel like they have a role and a space here,” Torres said.
Studio 2058 is a space for creativity, innovation, and personal growth for a diverse and growing network of people. “There are no barriers here,” Torres said. “The only rule is love what you are doing.”
Special thanks to Dawne Widener-Burrows, whose generous donation and mentorship has supported the development of Studio 2058.
