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Be sure to read the details first before proceeding.

The applications for the Fall 2025 cohort are due by Sunday, April 13th, 2025 at 12 pm (noon) PST.

Please email mschool@lmu.edu with any questions.

Important

  1. This application does not allow you to save your work, you must start and finish the session in order for your application to be submitted.
  2. Be sure to complete your application by clicking through to the screen that says "your response has been recorded.
  3. Your M-School application will include the following: 1) current resume, 2) GPA, 3) focus area preference, and 4) a one-minute video case study submission (see below for details)

Fall 2025 Video Case Study Prompt

For your 2025 M-School Application, create a single one-minute video that contains two parts:  

Part 1: 25-second Public Service Announcement Video for Safer Driving

This year we’re giving applicants the opportunity to kill two birds with one stone – the first bird is that this 25-second video will be the first element of your M-School application; the second bird is an optional opportunity to submit this video to the Ad Council’s Project Yellow Light (PYL), which is an annual initiative for safer diving. Giving you a shot at a seat in the M-School Fall 2025 cohort and a winning PYL video (submitted separately to PYL) gets paid $8K. Not too shabby. Check out the PYL site for brainstorm tips and submission details. Submitting your video to the PYL competition is optional.

Your Mission: Create a :25 second video ad.

Your Audience: Young drivers who are new to the road.

Your Topic/Brief: Stop distracted driving, specifically phone use while driving. In a world where we regularly stay connected through technology, drivers don’t always realize when they shift into distracted driving. We need to remind them that distracted driving is dangerous.

A lot of distracted driving prevention creative uses scare tactics or preachy messaging that addresses the consequences of messaging while driving (crashes or death), but we want you to address what motivates people to think they can safely use their phones while driving.

Why: To prevent serious car crashes and deaths.

Mandatories and Watch Outs: Please note that you should not include logos or branding – or mention logos or branding – in your video. Before applying, be sure to review the FAQ and Official Rules. Also, don’t film ANY content while driving. Also, students will work individually for their M-School video submissions. You can, of course, recruit the help of friends, but the ideas and execution should be your own.

The purpose of Part 1 is to allow you to flex your strategic and creative muscles and also have a chance to enter the optional PYL competition.

Part 2: 35-second -- Get to Know You and How You Think

Include a 35-second clip of you explaining why you recommended what you recommended in your PSA. The purpose of Part 2 is to get to know you and how you think and analyze a problem. If you decide to also submit the optional part 1 video to PYL, do not include your part 2 “get to know you” component.

What we’re looking for:

  • Unique & Unexpected: your entire submission should not only be strategic and analytical, but unique and unexpected as well.
  • Culturally Relevant: your content should be relevant and appeal to your Gen Z audience, and this should inform your tone and creative style.
  • Showcase your Personality: show us your personality…avoid being boring and cookie cutter.

In sum:

For your M-School application, you will turn in a single 1-minute video link with two parts: a) the 25-second safer driving PSA and b) a 35-second “get to know you” video. Submit a single YouTube, Vimeo or Google Drive url link (unlisted is ok, no password protected) with both video components attached for your M-School application.

For your optional PYL submission, you will submit only the 25-second safer driving PSA (don't send them the get to know you part). Follow the submission details on the PYL site.

Application Form

If taking the entire four-course curriculum isn't in the cards, but you'd like to be considered for taking one-off elective courses (space is very limited, no guarantees) email your desired course and latest resume to mschool@lmu.edu.