By Gina Hernández
Ferré Rangel School of Communication
The Ferré Rangel School of Communication campus became the epicenter of creativity, strategy, and filmmaking for two weeks. A group of 12 high school students, ranging from 10th to 12th grade, embraced the challenge of immersing themselves in a high-caliber university and professional experience through our Pre-College Program in Strategic Communication and Audiovisual Production.
Over the course of 10 days, the students took on the responsibility of developing a communications strategy and producing audiovisual content for a real client: the Puerto Rico Restaurant Association (ASORE), a leading organization in the island’s economic and food service sector.
The experience was led by Prof. Gina M. Hernández, Academic Leader of Strategic Communication, and Prof. Orlando Ramos, Academic Leader of Audiovisual Production and Film. Together, they guided students through an experience that combined creativity with analytical thinking and technical execution.
The Client Challenge: Reaching Two Audiences
The program began with a meeting with ASORE Executive Director Gadiel Lebrón, who introduced students to the organization’s mission, vision, and values. Lebrón also shared the communications challenges currently facing both the association and Puerto Rico’s restaurant industry.
The client presented two primary objectives: first, to encourage more professionals to consider long-term careers in the restaurant industry by dispelling the misconception that these jobs are only temporary; and second, to develop a strategy to recruit more restaurant owners as members of the association.
Guided by Prof. Hernández, the students analyzed the available data and made their first executive decision. Rather than producing a single generic video, they developed a strategy centered on two separate audiovisual pieces—one for each target audience. Both concepts were unified under a single theme: building community around the table.
With the strategy finalized and pre-production completed, students moved into the production phase under the guidance of Prof. Ramos. Equipped with professional production gear, the group traveled to Santurce’s vibrant culinary district to film in three real-world locations: the Wendy’s restaurant at Parada 18, La Pícara (on Ponce de León Avenue), and El Chicharrón (located in the iconic Placita de Santurce). This selection of locations allowed them to capture the breadth of the industry, from quick-service restaurants to fine dining and Puerto Rico’s traditional culinary culture.
Back on campus, the challenge shifted to the editing suites. Participants worked directly with DaVinci, an industry-standard film editing software, where they learned color correction and editing techniques. They also refined their projects in the Ferré Rangel School of Communication’s audio studios, recording professional voiceovers that provided the narrative and voice for their videos.
A Taste of Success
The program concluded with a formal presentation during which the 12 students presented their communications strategy and screened their final pieces before ASORE representatives. The results exceeded the client’s expectations, demonstrating that young talent, when provided with the right resources and mentorship, can deliver communication solutions at a corporate level.
At the conclusion of the Pre-College Program, students shared their enthusiasm for the experience, highlighting that it strengthened their self-confidence and their ability to take on new challenges. They also broadened their perspective on the wide range of opportunities available within the communications field.
For the Ferré Rangel School of Communication, this Pre-College Program reaffirms the University’s philosophy of learning by doing, demonstrating that combining theory with hands-on experience in real-world settings is the best way to inspire the next generation of communicators and filmmakers in Puerto Rico.