imagiCal is Berkeley's award-winning, creative strategy agency.
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.
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 →
#1- Creative, versatile 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.
#3- Many voices, one vision.
We make decisions after considering and hearing all voices, and ensure that they are transparent for all to see. Well-informed and inclusive decisions make the basis of a strong, cohesive team.
#2- 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.
#4- 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.
We compete in NSAC.
Every year, as apart of the American Advertising Federation (AAF), we participate as Berkeley’s entry to National Student Advertising Competition (NSAC), creating a marketing campaign for a corporate partner. We have consistently been a top performer at the competition, winning 1st place at NSAC Regionals 4 times (2021, 2020, 2016, 2014) in the last 7 years, as well as placing 6th nationally in 2016 and 4th nationally in 2021.
Our members are a part of one of five departments. Each department leads a sprint to create our NSAC campaigns, and we all work collaboratively to research, synthesize, ideate, and execute. For our consulting projects, we adapt our members to form cross-functional teams depending on the client’s needs.
Strategy
Spearheading research methods, including consumer surveys, focus groups and synthesizing insights through customer personas, demographics segmentation, and identifying habits.
Director: Miles Wang
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: Macie Calvert
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: Emmie Xue
Media Planning
Determines and optimizes media vehicle executions and allocated budget. Determines the best schedule for when and at what intensity executions will be implemented over the course of the campaign.
Director: Zeina Aldanashi
Design
Designs campaign collateral, including slides, ad mockups, UI/UX designs, marketing materials and video advertisements. Develops the visual style of our campaign.
Director: Megan Lee