Thanks to the efforts of the Office of Business Development and Strategic Innovation (BDSI), the School of Public Health-Bloomington and The Media School at Indiana University have partnered to launch a new hands-on course for the fall 2025 semester titled The Cream and Crimson Experience.
Students enrolled in the course are tasked with creating content and managing social media accounts for Cream and Crimson Studios—IU Athletics’ new in-house video production team whose goal is to enhance coverage of IU varsity sport programs while providing hands-on broadcasting experiences for students.
According to Assistant Dean of BDSI and Beinner Family Endowed Professor in the Department of Kinesiology Antonio Williams, Ph.D., "This partnership creates a unique bridge between academics and real-world experience. Students will gain hands-on exposure to sport marketing and media production, preparing them for careers in a rapidly evolving industry while strengthening IU’s commitment to interdisciplinary innovation. It reflects the work we do in the Office of Business Development and Strategic Innovation to build meaningful collaborations across schools that expand opportunities for our students."
Third-year undergraduate student Bryson Buford says, "I like the hands-on experience. You get to see what you’re good at, what’s challenging, and how everything works. It’s given me an insight on how working for a social media team for an organization would be—it shows you all the levels of it but also shows you about yourself."
Image: @bisonstudious.iub (Instagram)
Since the beginning of the semester, students in the course have launched four social media channels—on Instagram, YouTube, X, and TikTok—where they highlight the work of the individuals behind Cream and Crimson Studios who help bring IU sporting events to life, all while developing real-world experience in content creation, social media management, and meeting professional standards with real clients.
According to third-year undergraduate student Carson Cooke, "It was really appealing to me as someone who wants to work in sports . . . Athletes are passionate about playing, sports fans are passionate about their teams, but the people behind the scenes are passionate too."
Working sessions are varied, but their process typically involves attending the sporting events that Cream and Crimson Studios are covering, interviewing members of their team, and provide behind-the-scenes looks at their work in action—such as producing, recording, or directing.
Second-year undergraduate student Sammy Ash describes the response they’ve received from those they’ve featured: "They’re pleasantly surprised. [They think] 'I’m behind the camera, they’re never going to notice me', so it’s cool to get their reaction and that we actually want to get them recognized. This whole thing is to showcase their talents . . . We’re the media for the media."
In addition to spotlighting the Cream and Crimson Studios crew, they also provide a glimpse into the technology and processes that bring sporting events to our screens—elements that are rarely seen or considered by viewers. For example, a recent video posted to X shows how the Dyno system works—the technology that makes instant replay possible. Another clip posted to TikTok shows members of the Cream and Crimson crew going through the process of disassembling camera equipment after covering a game.
E. Kevin Renshler, Ph.D., an associate clinical professor in the Department of Kinesiology, has overseen the course this semester and played a key role in launching it. As a new experiential learning course, it took some time for it to come together, but the process—students learning about brand identity, serving the client, and industry standards and best practices—has been an integral part of their learning experience.
"As soon as a channel was created and the posts started going up, I think it clicked for them, and they started to get excited about what they could do," says Renshler. "They are inquisitive, and they want to investigate, and this now could be the direction they want to go once they leave Indiana."
With the first iteration of the Cream and Crimson Experience course off the ground and social media channels officially launched, Williams is looking forward to what’s next.
"I’m excited about the creative possibilities this collaboration unlocks. Working with Cream and Crimson Studios gives our students access to professional-grade projects and storytelling opportunities. Over time, I see this growing into a signature program that attracts top talent and elevates IU’s presence in the field. I also want to thank our Media School partners, Kevon Wilson Sr., Dr. Galen Clavio, and Dean David Tolchinsky whose leadership and vision have been instrumental in making this partnership a reality."
For more inspiring stories about SPH-B students, faculty, and staff, visit go.iu.edu/48bx.