Students in St. Clair College's Advertising and Marketing Communications Management program are stepping into the future of digital storytelling through a new collaboration with VITURE, a global leader in extended reality (XR) technology.
As part of this hands-on collaboration, students will work directly with VITURE's award-winning XR glasses and accessories to design, produce, and analyze real-world social media and marketing campaigns. The project also includes collaboration with students from the College's Esports and Graphic Design programs, combining marketing strategy, creative production, and live digital engagement in one cross-disciplinary initiative.
Students in St. Clair College's Advertising and Marketing Communications Management Class showcase VITURE XR glasses on Nov. 11, 2025. (Scott Briscoe/St. Clair College)
"Our students aren't just learning theory - they're living it," said Casey Purdie, Program Coordinator for the Advertising & Marketing Communications Management program. "To be able to work with an international tech company like VITURE while still in school gives them the kind of resume-building experience that most people don't see until years into their careers."
"We've always prided ourselves on preparing graduates who can step directly into industry roles, and projects like this are the reason why. It brings together creativity, analytics, and innovation in a setting that feels completely authentic," added Purdie.
Students in the Advertising program will develop strategic social media plans and produce original content highlighting VITURE's technology and design innovation. Meanwhile, Esports students will contribute live gaming integrations and gameplay capture using VITURE's devices, and Graphic Design students will produce high-quality video, animation, and brand visuals to support the campaign.
"Working on this project has been such an amazing opportunity for me," said Elle Hebert, a third-year student in the Advertising program. "This kind of experiential real-world work is what our program is all about. I know that I joined this program to get real hands-on practical experience that connects everything I have learned in class to the real world."
"This is exactly what I'm getting with VITURE. You really don't get to work on projects like this anywhere else, and its so exciting to be part of something so innovative," Hebert said.
VITURE stands at the forefront of the wearable XR market, consistently delivering high-performance smart glasses and accessory ecosystems. Following its U.S. market dominance in XR glasses shipments, Forbes noted that: "VITURE is taking a major leap forward with the launch of its next-generation Luma Series positioning VITURE as a quiet giant in the fast-evolving wearables market."
"With this recognition and a rapidly growing presence in the immersive-tech space, VITURE offers a powerful learning platform for students," said Leo Li, the Global Business Development Lead at VITURE.
Knowing they are engaged with a brand that is not only innovative but widely respected gives real confidence to both the Advertising and Marketing Communications Management program and its students.
"At VITURE, we're passionate about empowering the next generation of creators through immersive technology," said Li. "Collaborating with Professor Scott Briscoe and the talented Advertising students at St. Clair College has been truly inspiring their fresh approach to storytelling and brand communication is remarkable."
"We believe creativity and education drive the future of XR, and we're proud to support programs that bring industry and academia together to push the boundaries of what's possible," Li said.
The partnership represents another milestone in St. Clair's Advertising programs' commitment to experiential learning, a hallmark of the College's business and creative programs. The program has previously worked with major organizations including the Detroit Pistons, the National Basketball League of Canada, Campus Crew, Dry Culture and Thrive Pickleball, giving students a rare chance to manage real campaigns with measurable results before graduation.
"This is exactly the kind of hands-on education that defines St. Clair College and the Advertising & Marketing Communications Management program," said Jimmy Parsons, Chair of the Zekelman School of Business. "We've built a reputation for giving our students industry access that few colleges can match. When students graduate here, they're not just ready for the workforce - they already have real client experience under their belt."
The partnership builds on a strong record of international recognition for St. Clair's Advertising program. It has earned a reputation as one of the top college advertising and marketing communications programs in the country. In recent years, the program captured first place at the Digital Marketing Competition (DMC), finalists in the NHL Innovation Competition and winning the Global Sustainability Marketing Competition, triumphing over more than 1,500 students from 704 post-secondary institutions across the globe.
"Winning those competitions confirmed what we see every day in class - our curriculum doesn't just teach; it prepares," said Casey Purdie. "Experiential projects like VITURE give students the arena to apply that preparation and show industry partners why program graduates are among the best-trained young professionals in the country. They're the product of a curriculum that fuses strategy, creativity, and analytics - and of faculty who push students to think like professionals. When a company like VITURE chooses to work with us, it's because our students have already demonstrated that they can perform at an international level."
The collaboration with VITURE also reflects the growing connection between technology and digital advertising, an area where St. Clair College's Advertising & Marketing Communications Management program continues to lead through innovative teaching and partnerships that bridge education with emerging industries.
VITURE is a global leader in extended reality wearables and immersive entertainment solutions. The company develops next-generation XR glasses and accessories that transform how users experience games, media, and productivity across devices. Learn more at www.viture.com.
