As part of its longstanding partnership with creative education charity Ideas Foundation, brand experience agency onepointfive has delivered a workshop for students at Featherstone School in Ealing.
The initiative forms part of an ongoing commitment to opening up the creative industries to young people, giving students the opportunity to experience the process behind brand campaigns and discover career paths they may never have previously considered.
Held on Wednesday 21 October, the workshop gave students aged 14 and 15, many of whom had never been exposed to the creative industries, the opportunity to explore potential career paths ahead of making important decisions about sixth form, college and university.
Working alongside industry professionals from onepointfive, students tackled a live creative brief from Pantene, developing their own ideas and gaining first-hand insight into how agencies bring brand campaigns and experiences to life.
The partnership gives students meaningful, memorable experiences that can change how they view the creative industries and their place within them.
Ideas Foundation plays a central role in designing and delivering these experiences, using its educational expertise to turn professional creative briefs into accessible, engaging workshops tailored to students’ needs.
From shaping activities and preparing industry partners to facilitating creative collaboration, the charity creates an environment where young people and brands can exchange ideas, perspectives and experiences. Support from industry partners also helps fund the Ideas Foundation’s wider work, creating opportunities for more young people across the UK.
Beyond introducing students to the industry, the workshop also revealed how young people perceive creative careers, with conversations highlighting both enthusiasm for new opportunities and uncertainty about the growing influence of artificial intelligence.
For 15-year-old Maliha, the workshop changed her perception of the creative industry, revealing the work behind everyday brand campaigns and the opportunities available beyond traditional career paths. Andrew, 14, was surprised to discover how small the teams behind major campaigns can be, while Nura, 15, learned that creativity extends far beyond just art and design.
The students also shared mixed views on AI’s growing role in the industry. Maliha worried it could undermine creativity. She said: “AI can create images in seconds, but I think that takes away some of the creativity. Today showed me how much thought and work goes into creating something for a brand, and it’s made me realise there are so many creative careers I hadn’t considered before.”
In contrast, other students such as Andrew welcomed the new tools it offers, while some saw both opportunities and challenges for future creative careers.
For the Ideas Foundation, these conversations reinforce the importance of giving young people direct exposure to creative professionals and helping them understand the breadth of opportunities available.
Lindsay Hynds, project manager at onepointfive said: “One of the most powerful things about workshops like this is seeing young people realise that a creative career is something they can actually pursue. They might come into the room thinking the industry is only about being an artist or designer, but they leave understanding there are so many different roles and ways to be involved.”
Peter Bakare OLY, youth development advocate and Ideas Foundation facilitator, said: “What’s particularly valuable about working with agencies like onepointfive is that students hear directly from the people doing the work. They get to understand how creative careers develop, see how ideas become reality and build the confidence to step outside their comfort zones. For young people who haven’t always had access to these opportunities, that can make a real difference.”
Bakare, a former Team GB Olympian who has dedicated much of his career to youth development, also emphasised the importance of sustained industry involvement at a time when charities and community organisations are facing increasing financial pressures.
He believes that while many businesses recognise the importance of nurturing diverse talent, the industry should continue exploring more accessible ways for young people to engage with creative opportunities, including wider-reaching competitions and briefs that students can participate in beyond the classroom.
Helen Poole, interim executive director at Ideas Foundation, added: “Brands and agencies want fresh thinking, and young people have plenty to contribute. What they often lack is the opportunity to show it. Our role is to design experiences that give them the tools, encouragement and professional feedback to develop their ideas. Working with onepointfive brings that exchange to life: students discover what they could be capable of, and professionals get to see their work through a different generation’s eyes.”
Rob Pryce, co-founder of onepointfive, said: “The creative industry is constantly talking about the need for fresh perspectives and new talent, but we have a responsibility to make sure young people actually know these opportunities exist. If you’ve never met someone who works in advertising or experienced how a creative idea comes together, it’s difficult to imagine yourself being part of that world.”
He continued: “I certainly didn’t when I was growing up, and that’s why our partnership with the Ideas Foundation is so important to us. It’s about giving students the opportunity to get involved, ask questions and see what they’re capable of. What’s exciting is how differently they approach a brief, the brands they connect with and the perspectives they bring. The industry has just as much to learn from them as they do from us.”
The workshop is part of onepointfive’s ongoing commitment to supporting the next generation of creative talent through its partnership with the Ideas Foundation, helping students build confidence, develop transferable skills and explore career opportunities across advertising, marketing and brand experiences.