Creative Concepts: Multiplatform Storytelling

Course Code: ADV 3505

Academic Year: 2022-2023

This course is designed to show students how to use storytelling approaches and techniques in the creation of effective advertising and communications. Through analysis, demonstration and practice, students will learn why storytelling has become a sought-after skill in the advertising world. They will develop skills that they can apply to the creation of advertising work, the selling of advertising work to clients and other stakeholders, and in the pursuit of their own careers. They will be encouraged to explore the unique strengths that the different storytelling platforms offer, and to utilize these strengths in multi-platform approaches. Project work includes creating compelling stories for real-world advertising challenges, and then extending those stores across multiple channels. Students will be required to assess and validate storytelling approaches against a given strategy, and justify narrative and platform choices.