辅导 ARTD2109 CREATIVE STRATEGY 2024/25讲解 Java程序

Assessment Brief – Academic Year 2024/25

ASSESSMENT BRIEF DETAILS: 

The learning outcomes of this module are defined in the module profile, which can be found on Blackboard and are detailed below. Please constantly refer to these learning outcomes as they are what you are assessed against. For more information on formative feedback for this module, see the section above.
Please also familiarise yourself with the following guidelines and regulations- these are an important part of the assessment process:

Referencing Guidelines: http://library.soton.ac.uk/sash/referencing 
Academic Integrity Regulations: http://www.calendar.soton.ac.uk/sectionIV/academic-integrity-regs.html

Details of the assessment brief are on the following pages.  We will go through all of this in more detail in the taught sessions, so please don’t be concerned if there are elements and terminology you are unfamiliar with.

INTRODUCTION:

“There is only one thing in the world worse than being talked about, and that’s not being talked about.” Oscar Wilde

Fashion doesn’t just mean clothes. With an emphasis on the skincare and beauty sectors and with an initial  focus on the SHESEIDO GROUP of brands, however you can look at other similar brands too, if you prefer. This assessment brief concentrates on building brand equity and establishing positive consumer relationships through narrative and story building. This module will task you with creating an inventive and appropriate PR campaign for your chosen brand.

Link to the SHISHEIDO GROUP SITE – use this collection as a starting point.

After detailed research into your chosen brand and its current situation you will need to conceive and plan a relevant and appropriate PR campaign as a response to a critical and current fashion, lifestyle, social or environmental issue that communicates your brand’s stance on this chosen topic.

This campaign is not about products, promotions, sales or profits at all, and is much more focussed on telling a relevant and appropriate ‘story’ that your chosen brand seeks to tell, with the aim being to communicate an emotive and engaging message to a perceived audience and, through this process, hopefully raising awareness of the brand and its values.

Your PR campaign will be all about making a statement or taking a stance on something important and relevant.  What this is, its rationale, and what it conveys is totally up to you.

The module builds upon your creative skills and knowledge that you began to explore in Level 4 and will enable you to develop a greater understanding of the fusion of strategy and creativity within the fashion/lifestyle. industries.

In summary: with an emphasis on building brand equity, (we will explore what this actually means in class!) and establishing positive consumer relationships through narrative and story building, you will be tasked with creating a creative, inventive and appropriate PR campaign – make sure you focus on narrative building NOT sales!

MODULE OVERVIEW:

“Advertising is saying you’re good. PR is getting someone else to say you’re good.”  Jean-Louis Gassée, Business Executive, Apple

You will need to thoroughly research and investigate your chosen brand to gain a better insight into their company strategy, product range and consumer profile, which will then allow you to get into a strong position to start considering the promotional, PR and communication strategies that you will need to develop to be successful in this module. You will need to consider your chosen brand’s message and its audience, plus any other impacting issues- all of which we will examine in the taught sessions.  

Do note that the focus of this module is much more about creativity, narrative, and storytelling rather than purely academic writing and research.  There are four main areas you will be able to express your ideas in this manner:

1) Innovation and inventiveness demonstrated through your PR campaign concepts and ideation

2) Creative writing through press releases and editorials

3) Engaging and compelling photography and styling demonstrated by your four final chosen campaign images

4) Imaginative and emotive storytelling demonstrated through your 30 second brand film

YOUR CREATIVE DESIGN PROJECT- THE DETAILS:

Situation Analysis: You will need to research and investigate your chosen brand in order to gain a better insight into its company strategy, product range and its consumer profile. All this will help inform. the rationale behind your PR campaign.

PR Campaign: Use the knowledge gained from your situational analysis of current issues to carefully devise a suitable PR campaign appropriate to your chosen brand. Find a rationale as to why you (your brand) needs a PR campaign at this time- what is its purpose? Your campaign must feature a strong narrative-driven focus and make an emotional connection with the target audience. You will need to consider your message, your perceived audience, and other impacting issues such as the changing retail landscape, political, social and environmental issues as well as social behaviour, AI and engagement. We will explore these aspects in more detail within the taught sessions- so don’t worry too much about how you might achieve this at this stage.

Overview of your Intentions: Your Creative Design Project/Portfolio should include highly detailed creative concepts and visualizations, as well as plenty of supporting storyboards and mood boards and other relevant creative outcomes as appropriate. The 1000-word written part of the assessment is essentially the rationale and justification of your campaign.  Your investigation into your chosen brand and the PR message will be examined here too. Treat this part of the project as an overview of your intentions: what are the aims of your campaign, what is the best way to ensure those aims are met and how will you measure the success of your campaign?  

Essential elements to include in your submission: Your rationale for your PR campaign, supporting press releases, a media list, pre-launch, launch and post-launch campaign timelines, examples of editorial writing, a supporting film and four self-styled and photographed images to be used as you think appropriate. Mockups and visualisations of your concepts and some indication of how you might measure the campaign success would be invaluable too.

You might, depending on your campaign focus, also consider including: Evidence of potential gamification concepts, AI visualisations, social media activities, events, pop-up stores, the appointment of a brand ambassadors, celebrity endorsements, guerilla marketing  and so on– it’s up to you, but your campaign must engage your audience fully, be memorable, highly creative and strategically well planned and appropriate to the brand.

MORE INFORMATION ON YOUR SUBMISSION REQUIREMENTS:

Your Submission Appendices: The word count for this module is quite low, only 1000 words for a 30-credit module. Therefore, you will need to make use of your appendices to expand upon your work and campaign rationales. So, all other written elements, for example the written promotional parts of your campaign such as press releases and editorials, should be placed within your appendices to avoid being included in the word count.  These appendices should also include theoretical frameworks and other models that support your creative strategy.  Effective use of these appendices will play a critical role in your response to the challenges of this brief.

4x Original self-styled images: Additionally, you will need to include four original and self-styled photographs that are to be used as part of your communication strategy- these images should be brand, campaign, and issue relevant. They will be used across multiple channels and platforms but, they also need to be of the highest quality possible and have been refined and retouched in post-production (e.g. Photoshop or similar).

Part of your task within your Creative Design Project is to demonstrate how these four images will be used in context of your PR campaign concept through mockups and visualisations. You must also include you chosen brand’s logo and any other content such as hashtags and taglines as part of your mock-ups too.

Brand film HD quality/H264 MP4 format: Finally, Your PR campaign strategy must also include a 30-second, brand-film that reinforces your brand and PR campaign narrative. Do be aware however that you are not advertising or selling products but rather something more evocative and emotionally engaging to your audience- something that reinforces your brand message through storytelling.

You will need to storyboard your film concepts, consider the role of art direction, narrative, an appropriate soundtrack, styling and locations as well as actually produce the film. Your film must include at least 50% of your own original footage – the rest may feature found footage or brand/product elements where creating it yourself is unworkable, but you will need to indicate your sources for this footage within your accompanying reference list.