Module: CME4103-20 Storytelling for Content Creation

Level: 4

Credit Value: 20

Module Tutor: Robert Brown

Module Tutor Contact Details: r.brown2@bathspa.ac.uk

1. Brief description and aims of module:

This module will help you enhance your creative skills to become a critically aware and resilient content creator. You will develop skills that allow you to create content for a range of audiences and contexts. We will consider varying approaches across branded content, Youtube channels, social media, podcasting or music videos.

Throughout the module, you will be introduced to a variety of models of creativity that will help you to develop focused responses to creative briefs. The Artist's Way by Julia Cameron is required reading and underpins the module.

The module will help you to develop your own creative voice as a practitioner, providing you with the tools for analysing, presenting and making creative work. Furthermore, you will develop your confidence in presenting your ideas for peer feedback. As a result you will build up a personal portfolio of creative work which will showcase your creative voice and form the summative assessment for the module.

2. Outline syllabus:

The lectures, seminars and workshops will cover:

• Creating content for different sectors and situations including: commercials, branded content, music videos, Youtube and podcasting.

• Creative resilience and overcoming writer’s block: methodologies to help you become a better creative.

• Critical analysis, peer feedback (grow your confidence and creative voice and link theory to practice)

• Editing software and techniques

• Pitching: how to become a visual communicator

• Reflective thinking and writing

• Individual working techniques: dealing with creativity and deadlines

• Library and learning skills

Outline tasks:

Students will develop creative problem-solving skills through the following activities:

1. Creative journal: keep a personal log book charting your progress using the two main creative tools from The Artists Way (morning pages and artist dates) to generate ideas and overcome self-criticism. This log book will not be submitted but will aid you with your reflective writing later in the module.

2. Presentation: Find a creative professional working in the medium of your choice (commercial, branded content, youtube/social, podcast series) and prepare a presentation that critically analyses their style and techniques.

3. Pitching: Introduction to self-directed research and skills development: use the library resources as well as online picture archives such as film-grab.com. In a form of your choice (commercial, branded content, youtube/social, podcast series) explore the theme of ‘cyber security’ and pitch your idea. A live brief from Herts Police will be available for those interested in advertising.

4. Scriptwriting: Various real-world examples of creative writing for commercials, branded content, youtube channels/social media and podcast series will be available to students on Minerva. You will then learn to write in the form of your choice, following industry conventions for script formatting.

5. Project Lab: students first and second draft scripts will be read aloud for peer and lecturer constructive feedback to help develop the content.

6. Planning: students will learn to create prototypes of their content in the form of sizzle reels, storyboards, animatics or other forms of previsualization.

7. Making: students will produce the content they have scripted during the module.

8. Postproduction: students will present their edits for peer and lecturer feedback. Students will learn how to find creative solutions for balancing constructive feedback from stakeholders such as clients, funders or collaborators alongside their own creative vision for their work.

3. Teaching and learning activities:

Contact time consists of seminar presentations or ‘making’ sessions where students will respond to a series of tasks or briefs. In class support will then be provided for the development of students' individual projects.

Project Lab sessions will provide the students with a space to have their creative writing read aloud and critiqued to help them continue developing their ideas.

Individual Study Time

Your individual study time is used to advance in-class work beyond the basics and to embed new creative skills into your process. Students will benefit from working through the 12 weeks of The Artist Way, keeping a log to aid their reflective writing.

Assessment Item 1:

• Assessment Type: CW

• Description: Portfolio (4000 module word equivalent)

• % Weighting: 100%