Midway University's Dr. Amber Chatelain and her MCO 201 – Writing for Integrated Marketing Communications class have wasted no time creating projects for real-world writing prompts. From video and audio ads to feature magazine articles, this class explores a range of writing styles from the outset. In their latest assignment, students traded their pencils for press passes- stepping into the role of Marvel Entertainment public relations professionals. Their mission was to create a promotional news release for the launch of a new Marvel superhero character and announce their debut movie. But here's the twist: the superheroes didn't exist- until students imagined them. The result? A fusion of imagination guided by academic rigor that left a lasting impact on students and captured the spirit of marketing and Marvel.
Superheroes, Strategy, and Storytelling
Inside the classroom, excitement buzzed as students brainstormed powers, plotlines, and taglines for their heroes. "From powerful origin stories to strange and quirky superpowers, from inspirational characters to edgier villains," said Dr. Chatelain, "the creativity and GenAI developed characters were pretty amazing!"
Some students sent their superheroes soaring across galaxies and worlds. Some crafted larger-than-life figures—like VoltStrike: Surge Protocol, Captain Liberty: The Last Avenger, and the hero aviator Piper Nova. Others drew inspiration from closer to home by incorporating Midway University's equine heritage into their characters' designs and backstories. These writers demonstrated their ability to express their passions in any superhero format.
Among the lineup of original heroes, Junior Alexis Williams' creation stood out for its unmistakable Kentucky spirit- "Thunderhoof." This lightning-charged stallion radiates electricity, channeling the untamed energy of Kentucky's racing legacy and unbridled spirit. Williams noted of her work: "I really enjoyed this project because it combined a project with real life. I felt like I really was working for Marvel!"
Each press release required students to balance storytelling flair with strategic message design. Students practiced audience engagement, brand-consistent storytelling, and strategic communication styles in their superhero debuts- all critical skills for public relations and marketing professionals. It's projects like this that demonstrate how Midway's Marketing Communications students develop the ideal blend of writing talent, digital savvy, and strategic thinking to excel in the creative industries.
Harnessing the Power of GenAI
In a modern twist, students used Generative AI (GenAI) to aid in ideation, tone refinement, and even visual creation. Dr. Chatelain's class utilized AI tools to help brainstorm ideas, refine word choice, and polish tone—all under close supervision to maintain authenticity and academic integrity.
For some, the experience of seeing AI bring their imagined heroes to life was transformative. "Working with AI on this assignment made me realize how much more efficient writing can be with technology," said Junior Belle Dotson, a Pinkerton Scholar. It gave me concepts to make my headlines better and made my release sound more professional."
Junior Luis Sanchez reflected on the project, stating it “was an incredible way to learn how to write like a professional while having fun with artificial intelligence. The process helped students to realize that creativity and professionalism can coexist when guided by structure and purpose.
Experiential Learning at Its Best
Beyond the superhero fun, this assignment reflected Midway University's commitment to experiential learning and career readiness. Instead of simply studying communication theory, students practiced it through a real-world simulation. By crafting press releases and designing visual content, they learned how storytelling, technology, and marketing intersect in modern media industries. Students developed essential competencies, including:
- Public Relations Writing: Crafting newsworthy media consistent with established brands.
- Creative Storytelling: Building intentional character backstories and narratives.
- Strategic Thinking: Aligning promotional media content with Marvel fan audience demographics.
- Technology Integration: Applying GenAI tools to refine language and visually generate lifelike original character concepts.
Sophomore Alejandro Contreras summarized the creation of his hand-drawn illustration "UMBRA": "Art, especially drawing, has always been a skill and hobby that I enjoyed, so I decided to draw my unique superhero from scratch." Contrares shared his pride in his ability to conceptualize and illustrate his character, demonstrating both creativity and technical skill. Others, like Junior Marqeis Catlett, employed digital GenAI to create his superhero, Hollywood Warrior. Catlett noted of the experience, "It was fun to mix something creative like Marvel with something professional like PR writing. It showed that creativity and business writing don't have to be opposing things—they can be combined."
This project aligns directly with Midway's emphasis on experiential learning- providing students with hands-on experience in applying theory to practice. "What I love about this assignment," Dr. Chatelain added, "is the intentional pedagogy behind it. Students learn structure, format, and promotional writing by mirroring Marvel's professional press releases while also leaning into their creativity with storytelling and GenAI art design."
From Classroom to Career
Projects like the Marvel Press Release Assignment directly support Midway University's new Quality Enhancement Plan—R.A.C.E.: Readiness Accelerates Career Excellence— which emphasizes hands-on skill development and career preparedness throughout the entire college experience. By aligning classroom projects with real-world applications, Midway ensures that students gain practical experience and professional competencies that translate directly to success beyond graduation.
"Students are not just learning about integrated marketing communications through class lectures," Dr. Chatelain said. "They're implementing the lessons we learn with real-world assignments. They're learning how to present themselves strategically, creatively, and aligned with- in this case- the corporate branding of Marvel."
By merging industry expectations with imaginative freedom, the assignment exemplified Midway's approach to student-centered, experiential education. Whether through digital design, professional press release structure, or creative narration, students discovered that communication itself can be a kind of superpower.
As Chloe Dowler reflected, "My favorite part was creating the backstory for my character. It was fun to get the chance to be creative and apply what we learn in this class."
As students turned in their final press releases, it felt less like the end of an assignment and more like the closing scene of a superhero movie. Each student had discovered a new power. It was not supernatural abilities such as flight or super strength, but the skills to inspire, persuade, and connect through words. Characters evolved from ideas to images, and words became worlds. The MCO 201: Writing for Integrated Marketing Communications students demonstrated that with the right mix of imagination and professionalism, even a press release can feel heroic.