Brand Storytelling

Catalog description

This course, in conjunction with the Penn State Office of Strategic Communications or other non-profit groups will teach students how to combine advanced production skills and advanced branding knowledge with social media strategies and brand storytelling techniques to engage and inspire a target audience. COMM 482 , through a combination of advanced production workshops, lectures, exercises and assignments students will learn how to create engaging digital content that helps deliver a specific brand message. Students will work directly with a client to develop a semester-long storytelling project. This collaboration will span the entire production process to ensure that the creative vision of the students aligns with the needs of the client. By participating in advanced production workshops, students will be expected to learn how to use professional quality production equipment. They will learn how lens selection and lighting can impact storytelling. Students will interact with creative professionals to understand how brand identity and messaging will impact their assignments. Students will gain hands on experience working in a client driven environment. They will be expected to develop a creative pre-production plan, successfully pitch that plan to a client and produce and deliver a professional quality multi-media project. During this process students will learn advanced branding techniques. They will learn how social media and digital platforms are utilized to reach the desired groups and they will be expected to work effectively in a team environment.