The Advertising Lab module provides a space for experimentation, development and consolidation of creative advertising practice, offering students a project-centred learning experience geared towards solving real-world communication challenges. Through a studio-based methodology that integrates branding, conceptual thinking, copywriting, art direction, multimodal narratives and professional presentation, students develop complete creative projects, from the strategic definition of the brand to its realisation across different media and platforms. Combining theoretical, practical and laboratory-based teaching, the module promotes the integration of advanced knowledge, technical skills and critical thinking, encouraging the creative use of digital tools and artificial intelligence, interdisciplinary collaboration and the well-reasoned presentation of innovative solutions in a professional context.