This paper describes an innovative assignment in which students associate marketing concepts with artwork from a specified photographic exhibit. During the encoding process, linking various topics with pieces of art activates high-involvement learning, creative elaboration, and analytical reasoning. Consequently, students experience higher levels of learning, specifically synthesis, in this environment than in a "straight lecturing" learning environment. Implementation of this assignment in undergraduate consumer behavior and introductory marketing courses increased cognition and achievement of learning outcomes compared with sections without this assignment. In addition, students reported high levels of satisfaction with completing a nontraditional assignment that challenged them creatively.