Main Goal

Storytelling in screen based media: How can you keep the attention of the target group by telling a good story in a commercial?

Organisation

Students from 4-7 Schools of different countries/regions should be involved.

The participants should work in (international) mixed up groups of students in the field of audio-visual during the project-meeting.

Before this meeting, the students should work in groups of the same school/class in the prework

Special needs

The students must already have the basic know-how of producing short movies and editing skills. Filming and editing equipment is needed.

Outcome

A commercial video that utilises storytelling.

Applicability

This project-week is an integrated part of the of the six-week concept zo implement storytelling a key element in advertising and marketing.

Reference(s)

Project week schedule.

Implement and use storytelling as a audio-visual solution for advertisement and marketing.

First step: 6 month ahead

  • Put a preparatory-meeting with one teacher of each of the participating school on the schedule half a year in front of     the beginning of the project-week.
  • At this preparatory-meeting, explain the plot of this first project-week.
  • Handout the creative-brief for the prework.
  • Organize a ftp-server which is available for all the

Second step: 3 month ahead

  • Work at each participating school within the next three month on the prework (reg. The creative brief).
  • Book the facility and ressources needed to organize the Project-week

Third step: 1 month ahead

  • Inform each partner about the concrete planning for the week
  • Advice al the partner to upload the results of the prework ntil latest 1 week ahead of the meeting to an ftp-server.

Project week schedule.

Fourth step: zero

Execute the Blended learning week 1 – STORYTELLING:

  • Master classes for all the students,
    • keynotes of professionals from the associated partners concerning the new way of storytelling to attract customers with screen based commercials
    • work in international mixed working groups on issues that involve the new way of storytelling in multimedia            commercials with the purpose of getting more                attraction for the product (the issues shall be typical       for the host city)
  • producing of a commercial in a 36 hours workshop about a typical item of the host city which has to     be commercialy pushed to the customers.
  • workshops with examples of good practice and
    • The week will end up with a presentation of the produced outputs including a constructive feedback
    • Outline the creative-brief for the prework for the next project-week

 

(see detailed program in the link above)

 

DAY 1:
Presentations of the prework, Feedback to the prework, 1-2 keynotes to the theme of the week, group building, icebreaker, Presentation of the student asseignement

DAY 2:
1-2 Keynote to the theme of the week, Masterclasses for producing and editing skills, Production-location scouting, guidelines for the creative process, storyboard and plot

DAY 3:
Production

DAY 4:
Editing

DAY 5:
Presentation, Feedback, Learnings, Prework for the next meeting