This mural is part of a campaign from Helena Wang (’26) and Lily Smokler (’26) titled “A Woman’s Alphabet,” which won a Wood Pencil at the D&AD New Blood awards.

COM Students Take Home Two ‘New Blood’ Advertising Awards

Student teams from COM’s advertising portfolio class won two of only 20 “pencil” awards received by U.S. entrants this week at the D&AD New Blood awards, a top international honor for advertising students.

Ahalya Bahuguna (’25), Rohan Carlo Sugapong (’25), and Matt Gill (’25) won a Graphite Pencil for their case study video and campaign, “Escape from Level Zero” for Xbox. Through billboards, social media, and a time clock feature on Game Pass, their campaign urged gamers to turn little “moments of monotony” into opportunities to play, from anywhere.

A campaign from Helena Wang (’26) and Lily Smokler (’26) titled “A Woman’s Alphabet” was awarded a Wood Pencil. Their project reimagined the alphabet through women’s eyes, “built from the realities women face,” and dramatically presented in book, social post, and mural forms.

In addition, the portfolio of Han Xu (’27) was selected to be featured on D&AD’s website showcasing the best student work globally, one of only 92 submissions chosen from more than 800 entries.

“New Blood is my favorite student competition, due to the quality of the briefs and the rigor with which the work is judged,” said Doug Gould, professor of the practice, advertising. “These wins and the work are proof that we’re developing some of the best young creative talent globally.”

Pegeen Ryan, associate professor of the practice, advertising, added: “We know our creative students are producing some very high-level work when a campaign like The Women’s Alphabet is the only winner in its category from the U.S. Congrats to the teams that pulled in Pencils this year. You and so many of our students amaze us every day.”

Recipients of New Blood Awards are chosen by top industry creatives from advertising, design, digital and marketing students from around the world.