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Art Direction #Advertising

Get Creative with Vertical Storytelling

Course Name

Get Creative with Vertical Storytelling

Training Goal

Understand how moving to vertical storytelling can improve business performance. Know how to catch the consumer’s eye and tell thumb-stopping stories. Walk away with your own vertical storytelling action plan.

Course Information

Instructor
Guan Hin Tay
Number of Sessions
10Sessions
Student Enrollment Quotas
50 Person(s)
Conditions for Completion
Attendance : 8 Session/ Exam : 0 Point / Task : 0 Point
* A certificate of completion is issued upon completion of the survey.
Application period
2022-03-01 ~ 2022-04-30
Course period
2022-04-13 ~ 2022-06-15
Courses Available
For 150 days from the start date
Price
$ 1
* A certificate of completion is issued upon completion of the survey.


Syllabus

About instructor

Guan Hin Tay

    Tay Guan Hin is Chief Creative Officer, BBDO Singapore. He has helped Visa, Exxon, Shell, Johnson & Johnson, Abbott, P&G, HSBC, Unilever, and other global brands improve market share and solve business challenges. He operates well within this complexity, always matching flawless execution with inspiring creative ideas, staying true to the brand's DNA. Guan is the true collaborator, a profound alchemist of innovative success in a team working in the most creative agency worldwide networks, like JWT, Saatchi & Saatchi, and Leo Burnett.  Guan's role continues to evolve: delivering insightful creativity that builds on digital and innovative engagement to increase brand preference.
    He has been fortunate enough to be recognized in Cannes Lions as a Jury President, D&AD Foreman, One Show Judge, Head of Jury Asia Pacific Effies, and a tank mechanic. As a thought leader, he is a sought-after keynote speaker in global/regional conventions, including Digital CMO Summit, The Martech Summit, CMO Innovation Summit, Spikes Asia, One Show China, Brand Fest, Adfest, Brand Forum, ADSTARS, and Cannes Lions.  Guan devotes the same passion that goes into his work by mentoring young talents — setting up the first student awards in Singapore, trained students in One Show China, including the Spikes Asia Young Academy. 

Learning content

Sessions
Topic
Content
Type
Time
View
Lecture 1
Why do Video?
Define Target audience, simple 10 word message or theme.
Video
13 Minute
Lecture 2
Tell Thumb stopping content
How to capture eyeballs in seconds.
Video
14 Minute
Lecture 3
Basic Principles of Vertical Storytelling 1
Learn Inspiring Award Winning case studies
Video
30 Minute
Lecture 4
Basic Principles of Vertical Storytelling 2
The mframe your shot.
Video
25 Minute
Lecture 5
Brainstorm in groups to work on a real-live project.
Think of story template.
Video
29 Minute
Lecture 6
What are stories?
Create your first video using Adobe Spark or other software. E.g. Offeo
Video
20 Minute
Lecture 7
Understanding Video marketing. Your client base
Understanding Video: what’s the story behind effective video marketing?
Video
31 Minute
Lecture 8
Create insightful powerful ideas that resonate.
Sharing Your Video to achieve “thumb stopping moments”
Video
19 Minute
Lecture 9
Learn to be relevant, authentic and purposeful
What makes a professional looking video
Video
20 Minute
Lecture 10
Design flow and structure that works only for mobile.
Brainstorm in groups to work on a real-life project
Video
26 Minute
Applications for the lecture have closed.
Get Creative with Vertical Storytelling
LENGTH OF COURSE : 10 WEEKS
　 　
Course Overview
Vertical video is fast developing as an innovative form of storytelling. Half of the time people spend online is now on a smartphone, forcing the traditional horizontal video format to turn on its side and invite 9:16 to be the new norm.
This year, the vertical video format is estimated to take up 80% of all internet traffic. More than 75% of worldwide video viewing is on a mobile, and 9 out of 10 mobile users share the videos they’ve seen with others. It is a global phenomenon so mastering content for vertical storytelling is key to increasing your brand’s market share on social media!
　 　
Course Goals
•Understand how moving to vertical storytelling can improve business performance
•Know how to catch the consumer’s eye and tell thumb-stopping stories
•Walk away with your own vertical storytelling action plan
　 　
Curriculums 　
Week 1 Why do Video?
COMPETENCIES: 
N/A
DESCRIPTION: 
• Define Target audience, simple 10 word message or theme
• Create insightful powerful ideas that resonate.
• 16:9 vs 9:16 – Where does your eye look
EXAMPLE ASSESSMENT: 
N/A
Week 2 Tell Thumb stopping content
COMPETENCIES: 
N/A
DESCRIPTION: 
How to capture eyeballs in seconds.
We scroll thru 300 feet of content every single day. We're currently living in an online world of massive information, and these days, we’re exposed to more information than ever before. From social media posts to news and entertainment promotions, people are fed continuously with attention-seeking content, and it has become easy to brush aside information deemed irrelevant. So how can we then effectively grab the attention of people with our online content, be it our social circle, business network, or customers? Do you have what it takes to create "Thumb-Stopping Vertical Content?" If your content is terrible, the thumb will scroll, swipe or delete it immediately.
But if your content is good, the only action you want it to do is to give a thumbs up, to get the "Likes."
EXAMPLE ASSESSMENT: 
N/A
Week 3 Basic Principles of Vertical Storytelling 1
COMPETENCIES: 
N/A
DESCRIPTION: 
• Learn Inspiring Award Winning case studies
• Hear from Vertical film Storytellers.
• Split- Screen.
• Keep it short and simple.
• Play with type/emojis/icons/copywriting.
• Keep revealing.
EXAMPLE ASSESSMENT: 
N/A
Week 4 Basic Principles of Vertical Storytelling 2
COMPETENCIES: 
N/A
DESCRIPTION: 
The mFrame your shot.
• Find your visual style.
• Up close and personal.
• Clear call of action.inimum
EXAMPLE ASSESSMENT: 
N/A
Week 5 Brainstorm in groups to work on a real-live project.
COMPETENCIES: 
N/A
DESCRIPTION: 
Think of story template.
• Define your brand assets/icons.
• Experiment with different video format.
• State brand’s role and product offering
EXAMPLE ASSESSMENT: 
N/A
Week 6 What are stories?
COMPETENCIES: 
N/A
DESCRIPTION: 
• Create your first video using Adobe Spark or other software. E.g. Offeo
• What’s so uniquely Vertical Storytelling.
• What’s one thing consumers will never expect.
• Present to group your brand story.
EXAMPLE ASSESSMENT: 
N/A
Week 7 Understanding Video marketing. Your client base
COMPETENCIES: 
N/A
DESCRIPTION: 
Understanding Video: what’s the story behind effective video marketing?
• Understanding audience: What type of video works with your client base and why 
• Idea Generation Techniques
EXAMPLE ASSESSMENT: 
N/A
Week 8 Create insightful powerful ideas that resonate.
COMPETENCIES: 
N/A
DESCRIPTION: 
• Sharing Your Video to achieve “thumb stopping moments” 
• Idea Generation Part 2: How to create an idea for your business & your audience
• Using Analytics: How is your audience engaging and what does it mean?
EXAMPLE ASSESSMENT: 
N/A
Week 9 Learn to be relevant, authentic and purposeful
COMPETENCIES: 
N/A
DESCRIPTION: 
• What makes a professional looking video
• Creating the brief: how to ensure great video creation
• Technical Overview: from cameras to apps, what resources do you need? 
• Build your video strategy for the near future and for a whole year
EXAMPLE ASSESSMENT: 
N/A
Week 10 Design flow and structure that works only for mobile.
COMPETENCIES: 
N/A
DESCRIPTION: 
• Brainstorm in groups to work on a real-life project
• Creative tips on optimising content
• Write your own vertical storytelling action plans
• Learn from inspiring award winning case studies
• How to utilise different formats such as stories, collection, 360 video, slideshow, carousel or just a vertical image
EXAMPLE ASSESSMENT: 
N/A
　 　
Course Material 
N/A 　

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