Weeks 1-3: Fundamentals.
Intro to promotional communication
Screenings / discussions
How to promote an event: one-of / generic promo / brand promo / stunt promo
360° Campaign - print / on-air / web
Strategic aspects of on-air communication
Less is more, the art of synthesis
Weeks 4-5: Case Study
Screening: National Geographic Global Campaigns
Trailers and Brand campaign analysis
How to pitch a project: viewing of TV series “Mad Men” selected scenes
Size matters: From 10’’ brand shorts to 3’ show trailers, which length works better?
Emotional engagement
Weeks 6-8: Creative Prep
Viewing / log exercises: selection of scenes and soundbites from a program
Creative research, looking for ideas and references
Music research (commercial music / library music)
Writing exercises: how to write a short effective script
Homework: create the tagline for a new channel
In-class assignment: pitch an idea to the creative director
Weeks 9-11: Production
Preparing a budget/schedule, coordinating the various figures (editor, sound designer, speaker, graphic designer)
Homework: produce a detailed production make list
Shooting exercises (spot)
In-class assignment: Direct a spot to promote JCU
Week 12-14: Post-Production
Editing exercises: organizing and selecting footage, cutting music, .
Sound exercises: cleaning up audio, VO recording sessions, sound effects design; mixing
In-class assignment: Cut a 1 minute spot
Final screening of finished projects