imagiCal is Berkeley's award-winning, creative strategy agency.
Who We Are.
Who We Are.
As Berkeley's chapter of the American Advertising Federation, we engage in real-world projects such as the National Student Advertising Competition, consulting projects, professional development events, and case workshops. We pride ourselves in our diverse community composed of students from various majors, passions, and backgrounds, allowing us to work cross-functionally across five departments to elevate each other's creative ideas.
Our Mission.
Our Mission.
We aspire to be a professional business community for students from all corners of campus — of different majors, backgrounds, and interests. Through fostering an open and inclusive environment that values endless creation and professional growth, we help our members to become cross-functional, creative business leaders.
The Core Values We Live By.
The Core Values We Live By.
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01
Creative individuals.
While we have our own strong personalities and skillsets, our work only becomes better and more creative through interdisciplinary collaboration between departments, modeling off the real world.
02
Strength through diversity.
We aspire to create an environment where our members not only get exposed to diverse range of backgrounds, but one that also celebrates, encourages and supports individual diversity for us to grow and connect with the community.
03
Many voices, one vision
We make decisions after considering & hearing all voices, ensuring that they are transparent for all to see. Well-informed, inclusive decisions make the basis of a strong, cohesive team.
04
Have a lot of fun!
At the end of the day, while our work is important, it is fundamental that we have fun and cherish our peers, all to foster relationships that extend beyond our time at Cal.
Every year, as part of Berkeley’s chapter of the American Advertising Federation (AAF), we compete in the National Student Advertising Competition (NSAC), where we work on creating a fully-fledged integrated marketing campaign for a corporate partner. We have consistently been a top performer at the competition, winning 1st place at NSAC Regionals 5 times (2024, 2021, 2020, 2016, 2014) in the last decade, and most recently winning the first place national title this in May 2024.
Our members are engage in one of five departments listed below. Each department leads a sprint to create our NSAC campaigns over the course of a year, and we all work collaboratively to research, synthesize, ideate, and execute. In the fall, members concurrently take part in consulting projects which vary in scope depending on client needs.
We Compete in NSAC.
Strategy.
Strategy.
Strategy.
Spearheading research methods, including consumer surveys, focus groups and synthesizing insights through customer personas, demographics segmentation, and identifying habits.
Director: Avik Gautam
Creative.
Creative.
Creative.
Based on insights and campaign goals, develop a creative strategy, messaging, tone and story to meet goals while also aligning with the client’s vision.
Director: Prisha Suresh
Media Planning.
Media Planning.
Media Planning.
Determines & optimizes media vehicle executions & allocated budget. Determines the best schedule for when and at what intensity executions will be implemented over the course of the campaign.
Director: Lily Feldman
Public Relations.
Public Relations.
Public Relations.
Generate ideas for executions that extend upon the creative messaging, such as identifying strategic partnerships, creating experiential marketing events, and generating social media campaigns.
Director: Chauncey Walker
Design.
Design.
Design.
Designs campaign collateral, including slides, ad mockups, UI/UX designs, marketing materials and video advertisements. Develops the visual style of our campaign.
Director: Audrey Morga