AdLab is a two-credit course at Boston University that helps advertising students build their portfolios and gain real-world experience. Students are assigned roles and teams based on experience and an interview process.

Each team consists of an account executive, account planner, art director, and copywriter. Teams are formed and assigned clients within the first few weeks of AdLab. Executive board positions involve more responsibility, and students have the option to apply after completing one semester in AdLab.

Our students have gone on to work for renowned agencies like Hill Holiday, MullenLowe, Ogilvy, and more.


team roles



The account executive acts as the liaison between the client and AdLab supervisors. They maintain weekly contact with the client, keep the project on track, and ensure the success of the team through weekly reports and detailed communications.




The account planner advocates for the customer, focusing on research that uncovers the behaviors and attitudes of the target audience. They conduct surveys, focus groups, and more to create a detailed research report over the course of the semester. The account planner also provides ad placement recommendations.




The art director executes the visual elements of the project, working closely with the copywriter and creative supervisors to create a cohesive, strategic campaign that meets the client’s goals. Our art directors frequently work with Adobe Creative Suite products, like Photoshop and Illustrator.




The copywriter creates the written elements of the project, working closely with the art director and creative supervisors to zone in on tone, style, and word choices that match the client’s needs.