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College of Information and Communications

Faculty and Staff

Jeffrey S. Williams, MFA

Title: Advertising Sequence Head
Senior Instructor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-777-6827
Fax: 803-777-4103
Office: School of Journalism and Mass Communications
800 Sumter Street, Room 125
Columbia, SC 29208

Jeff Williams: Teaching and Creative
Brand Spells:Advertising and Content Creation



BFA, University of Memphis
MFA, University of Florida


Jeffrey S. Williams merges business and creativity in his activities and courses. His teaching focuses on the creative strategy and production side of advertising with a business and data driven approach, but you will often hear him speak about fine art or film projects that keep the creative muse flowing. Williams’ courses include topics such as Adobe software, SEO, digital advertising, and strategic communication through new technology. His professional experience in the world of advertising is flush with over 18 years as co-owner of two successful digital advertising and content creation agencies that have worked with national, regional, and local clients. Williams has served as a creative director, digital strategist, producer, photographer and entrepreneur prior to teaching. He currently co-owns a small advertising firm that focuses on content marketing and optimizing brands and their ads across the digital ecosystem.


Williams believes creativity is a key ingredient in any course because it excites students’ critical thinking and the ability to synthesize concepts. His teaching is typically performed on a learning-centric style, which revolves around less traditional forms of lecturing and more hands-on exercises that demonstrate concepts, theory and practical tactics. He feels this approach is best for fostering teamwork, developing critical thinking skills, and generating opportunities for risk taking during the creative process.

Experiential Classroom

Every year Williams leads a Maymester trip to a portfolio school in Atlanta for the deep immersion opportunity students need in order to begin learning the depth at which a portfolio is created to enter the big leagues of the creative advertising industry. Long hours are spent under the instruction of Williams and at least two portfolio school faculty members. The results from this beyond the classroom experience are always exciting to look forward to seeing. Students quickly come to the realization of what it might be like to have a creative job in the industry and what it takes to operate at their full potential every day. This experience is quite different and often more productive than attending a class on campus twice a week. The work produced is often portfolio quality.  

Recent Exhibitions and Films

See fine art exhibitions:


Director, Producer, Editor Maymester at the Circus – 2023
Associate Producer Traces 2023
Producer Feeding Survivors 2020
Assistant Director/DP/Producer/Editor Fracking Beyond Science -2020
Camera Operator/Producer Yes, No, Maybe 2020
Director of Photography/Producer/Editor Those Lonely Minutes -2019
Director of Photography/Producer/Editor Decay 2019


Williams works with a variety of local businesses and non-profit organizations through his advertising courses.


Williams is the co-owner of a small ad agency called Brand Spells in Fort Mill, South Carolina. He has an extensive fine art exhibition record with work exhibited domestically and internationally.  

Challenge the conventional. Create the exceptional. No Limits.