Emmanuel Tobe '21 has turned his Elon degree into prestigious projects with the Olympics, NBA and even a Super Bowl ad.
Emmanuel Tobe ’21 always knew he wanted to major in communications, but the success that came after his graduation was something he never saw coming.
“When I was in high school, I was looking at schools, knowing that I wanted to go into communications,” Tobe said. “I started out as a journalism major because, in high school and middle school, the only career option I knew of in communications was journalism. It wasn’t until I got to Elon and started taking some more classes that I was able to see the different levels of communication and the large number of fields and work that you can do in communications.”
After getting into Elon and experiencing all the majors and fields the university offered, Tobe switched to a double major in media analytics and cinema and television arts, with a minor in political science. Tobe got involved with campus organizations from the start. During his first year, he joined Elon Phoenix Weekly, and by his second year, he and his roommate were producing.
“Being involved in Phoenix Weekly gave me a lot of confidence,” he said. “There are a couple of things I did there that I’m really proud of. For one, we strapped the camera to the back of a golf cart for an interview. We also did some really fun stuff, like when we traveled to South Carolina and did a feature on kids who were BMX bikers. We also interviewed David Stern, who’s the commissioner of the NBA.”
“I’m really thankful to Max Negin (the advisor of Phoenix Weekly) for letting us make mistakes and letting us learn from them. I think that it’s so easy to stay in a lane, but I think that is a disservice to both yourself and also to whatever you’re creating,” said Tobe.
Tobe says it’s important to get involved on campus early on and look for the smaller campus and off-campus organizations to offer your expertise.
“One thing that I also recommend is utilizing the community,” he said. “I think that a lot of people underestimate the connection that Elon and Burlington have. I worked at Ace Speedway, a racetrack 40 minutes from campus. I was the communications intern, and I did that for a summer, and it was a great experience that not many Elon students know about.”
Tobe was a communications fellow and credits the program for allowing him to explore multiple fields in communications and meet industry professionals.
“To be a freshman and to get the chance to go to a bunch of advertising agencies and hear from account directors and producers and listen to them talk was so cool,” he said. “At the time, I wasn’t planning on working at an agency, but things shifted and moved, and now I am working at an agency. I never expected going to those agencies to be as beneficial as it was, but I think that’s the cool thing about being exposed to a lot of different things as a communications fellow.”
Immediately after college, Tobe was thrust into the professional world with a three-week internship for the Tokyo Olympics, which faced a lot of adversity during the COVID-19 pandemic. Later, he began working for the NBA in broadcast operations.
One of his top experiences while working for the NBA was being able to work out of Las Vegas.
“I was able to go to Las Vegas and help out with the summer league tournament, which was incredible,” he said. “I’d never been to Las Vegas, and my dad actually came out as well. So it was really cool to be out there and have him there as well. He was really excited!”
Tobe does warn that some challenges can come from working for a legacy company like the NBA, such as how it can be easy to feel like “another cog in the machine.”
While Tobe has also started his own company, Ecsetera, the effort is on hold for now. He is currently working for Droga5, an award-winning advertising agency based in New York City. His favorite work to date with the company is working on a video for a charity called HT40.
“We had a video for the NHL, and it was for this charity called HT40, which was founded by these two parents whose son was a high school hockey player who unfortunately committed suicide,” he said. “The thing they wanted to get out of the video was that hockey is this very masculine sport where people are, a lot of times, afraid to be who they are, or they are afraid to reach out and say they need help or need someone, but that doesn’t have to be the case.”
The agency created a video for this charity with the NHL that had high schoolers and then a couple of NHL professional players singing “Lean On Me” while skating on the ice. Tobe says the message was that, if you need someone to lean on, there are people around you, and there’s no struggle you have to go through on your own.
Tobe also worked on the award-winning Bosch Appliances ad for this year’s Super Bowl, which starred Guy Fieri and aired during the game’s second quarter. The ad centers on Guy Fieri becoming “Justaguy,” a boring version of himself. After using Bosch appliances, “Justaguy” transforms back into his exciting counterpart, Guy Fieri. The ad was a major success, even winning the “Readers’ Choice Best Ad” award from Ad Age.
“I was responsible for producing some of the digital banners and social media for the campaign,” said Tobe. “It was an incredible experience and gave me such insight into how large campaigns are made and what happens when people work together to accomplish a goal.”
Tobe says working in advertising is different from how it used to be, but it makes the field exciting.
“We can fast forward, we can skip, we can go on a streaming service, we can pull out our phones and look at something else,” he said. “Because of how technology and the media have changed and evolved with us while growing up, we are a generation that must be really advertised to and marketed in creative, cool ways.”
Tobe has taken the lifelong learner approach when it comes to his career. His advice to recent graduates is to stop stressing about titles and roles you see on LinkedIn, what he called “LinkedIn watching.” He says that everyone is on their own path, and it’s important not to get distracted by others and to be true to yourself.
Are you enjoying our Alumni in Action series? Do you know an alum who has an interesting story to tell, maybe even yourself? Please feel free to share your feedback or those stories online.