GULF SHORES — Sand Castle University (SCU), Alabama Gulf Coast’s master sandcastle sculptors, launched collaborations with Toyota automotives and L’Oreal cosmetics to mark two more “big” partnerships for the local business.
“These are by far the largest national brand collaborations we have done yet,” said Anita Spicer, with SCU.
Spicer said the sculptors at SCU partnered with Toyota after the company’s marketing agent reached out asking for a commercial for their new Grand Highlander. Janel Hawkins, sculptor and owner of SCU, took up the offer.
Parts of the advertisement were posted to SCU’s social media pages with the full commercial posted to their YouTube channel.
“Janel did a great job filming and editing — very professional,” Spicer said. “She sculpted a steering wheel, a seat, a dash module and a wheel/tire. Plus, the logo.”
For L’Oreal, Hawkins sculpted the headquarters building, and on top she placed a bottle of the new sunscreen the company is pitching. This content has not been posted as of press time.
Hawkins said on the partnerships, “Having opportunities for larger collaborations in the last couple of years has been really exciting and validating to me as an artist and business owner.”
Spicer mentioned previous sculpts Hawkins did for advertising movies including Disney’s “Moana 2,” Warner Brothers’ “AquaMan 2,” Netflix’s “SpongeBob: Saving Bikini Bottom” and Hulu’s “Vacation Friends Two.”
“Of course, in our everyday life, we do quite a few business logo sculptures — including Margaritaville at The Wharf — proposal sculptures, baby announcements, etc.,” Spicer said. “Not to mention the sculptures we did for Sand in My Boots fest.”
Hawkins said she will never stop sculpting for fun and plans to continue sculpting for proposals and local business logos to “stay plugged into our community.”
“Now that we are getting more requests for big collaborations and custom sculptures, I have been able to shift my focus from teaching full time to sculpting, whether that’s under contract or simply fun social media content,” Hawkins said. “Luckily, I have built an amazing team this season and other instructors are able to take over some of my class duties. It’s been a great thing to move forward in my business and who knows what the future may bring?”
As previously reported by GCM, Hawkins launched SCU in 2017, but business “pretty much exploded” during the COVID-19 pandemic after Alabama beaches opened back up quicker than other states and families were looking for “private, outdoor activities.
SCU hosts classes and creates commissioned sand sculptures for events such as Hangout Music Festival and the NCAA Beach Volleyball Championships. SCU also sculpts for local and visiting corporate events and even creates marketing content for local businesses, such as a recent sculpt for Young’s Suncoast Realty & Vacation Rentals.
SCU has a constantly growing social media presence with Hawkins’ videos often featuring a time lapse of her working on an intricate, sandy creation or a short video of her stomping on and crushing some creations.
In December 2024, SCU reached one million followers on TikTok and currently has 444,000 on Instagram, an increase of 10,000 since the beginning of May, and 714,000 on Facebook.