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BUSM210 Brand Storytelling in the Digital Age
CW1- Option 1: Creating a Cinematic Brand Promotional Video/ Commercial
Scenario and Group Task
Imagine you have founded a creative agency to make promotional videos for brands as part of their content marketing strategies. One of the well-known global brands has approached your agency to develop a cinematic video commercial to communicate brand meaning. This is an excellent opportunity for your agency, and you want to do this task in the best possible way. To accomplish this task, please do the following.
1. Form a team consisting of 5 to 7 members.
2. Give a name to your team, which is a creative agency.
3. Brainstorm with the team members and develop at least three ideas.
4. Now choose the best idea.
5. Write a screenplay, take video clips and edit to develop the brand commercials.
Objective
Collaboratively produce a high-quality, cinematic commercial for a well-known brand. This assignment will
help students apply storytelling, branding, and visual production techniques to craft a compelling advertisement.
Assignment Brief
1. Purpose of the Commercial:
• Highlight the brand’s identity and core message in an emotionally engaging way.
• Use cinematic storytelling to create a memorable and impactful connection with the audience.
• Showcase the brand’s values, product, or unique selling proposition (USP).
2. Task Overview:
• As a group, select a well-known brand (e.g., Nike, Apple, Coca-Cola, or a similar brand).
• Develop and produce a 2 to 4 minutes long brand promotional video similar to a cinematic commercial that tells a story while promoting the brand.
• Incorporate cinematic techniques: use of character, plot beats, high-quality visuals, sound design, and a clear narrative structure.
3. Key Deliverables:
a. Concept Proposal
A 1-page document outlining the:
• Brand and product/service being promoted.
• Central theme or message of the commercial.
• Target audience.
• Creative direction (e.g., emotional, humorous, inspirational)
b. Storyboard/ Screenplay
• Visual representation of the ad’s scenes, including key shots, camera angles, and transitions.
• Or write a Screenplay for recoding
c. Final Cinematic Commercial
A polished video (2-4 minutes) featuring:
• A strong narrative arc (beginning, middle, end).
• Cinematic elements like character, plots, lighting, music, songs and pacing.
• Integration of the brand’s logo, tagline/ message, or signature elements.
4. Behind-the-Scenes (Optional)
A short video (2–3 minutes) or presentation documenting the production process, including challenges and insights.
a. Pre-Production:
• Research: Study the brand’s history, values, and previous campaigns for inspiration.
• Concept Development: Brainstorm ideas that align with the brand’s identity and resonate with the target audience.
• Scripting: Write a concise script that communicates the story and brand message.
• Storyboarding: Plan the commercial’s visuals, shots, and flow.
b. Production:
• Film the commercial using appropriate locations, actors, props, and equipment.
• Pay attention to cinematic techniques: Camera work (e.g., wide shots, close-ups, tracking), lighting for mood
and tone, quality sound recording.
c. Post-Production:
• Edit the footage to ensure smooth pacing and transitions.
• Add music, sound effects, and voiceovers as needed.
• Include the brand’s logo, tagline, and call to action.
5. Submission Guidelines:
• Final Commercial: Upload the 2 to 4 minutes long video in a standard format (e.g., MP4).
• Concept Proposal, Screenplay/ Storyboard: Submit these as word or PDF files.
• Peer review form, showing every member’s contributions and signed by all members
# Bonus Idea (Optional):
• Reflection (Optional): A 1-page summary of the group’s process, including challenges and learnings.
• Create an alternate ending or a social media teaser for the ad as an extra creative challenge.
This assignment encourages students to combine creativity, technical skills, and strategic branding knowledge. Let me know if you'd like further details or examples!
1. Creativity and Storytelling (30%)
• Is the narrative engaging and emotionally impactful?
• Does it align with the brand’s identity and message?
2. Cinematography and Production Quality (30%)
• Are the visuals, audio, and editing professional and cinematic?
3. Brand Integration (20%)
• Is the brand’s identity clearly reflected in the commercial?
4. Team Collaboration and Effort (20%)
• Did the group work cohesively, and does the output reflect their combined effort?
CW1- Option 2: Video Podcast – An Interview with the Author of a Book
Objective
Create a professional, engaging video podcast to promote and analyze a selected book by interviewing its author. This assignment will help students explore storytelling, critical analysis, and digital content creation.
Assignment Brief
1. Team Roles and Responsibilities:
Divide the group into roles to ensure smooth execution:
• Host(s): Prepare and ask the questions.
• Research Team: Study the book, its themes, and the author's background to create insightful questions.
• Technical Crew: Handle filming, sound, and video editing.
• Marketing Team: Create teaser clips and promotional content for the podcast.
2. Pre-Production:
Book Analysis:
• Identify the core themes, characters, and key elements of the book.
• Research the author’s inspiration, writing process, and other works.
Question Preparation:
Develop a mix of questions, including:
• Background questions: "What inspired you to write this book?"
• Book-specific questions: "Can you share your perspective on [specific theme or character]?"
• Broader topics: "What advice do you have for aspiring writers?"
Podcast Structure:
• Introduction (5 minutes): Introduce the author, book, and podcast theme.
• Core Interview (20–25 minutes): Discuss key themes, storytelling techniques, and the author’s journey.
• Audience Q&A or Fun Segment (optional): Rapid-fire questions or fan-submitted queries.
• Closing (5 minutes): Thank the author, share takeaways, and promote the book.
3. Production:
Recording Setup:
• Use a quiet, well-lit space with minimal distractions.
• Arrange proper equipment (camera, microphones, and lighting).
Engagement Tips for Hosts:
• Maintain a conversational tone.
• Use active listening and follow up on interesting points.
Visual Elements:
• Be creative
• Learn from watching popular podcasts.
4. Post-Production:
Editing the Podcast:
• Trim unnecessary parts and enhance audio quality.
• Add background music for the intro and outro.
• Incorporate visuals like book quotes, relevant images, or animations.
Create Promotional Clips:
• Edit 30-second highlights for social media.
• Add captions and eye-catching thumbnails.
5. Submission and Evaluation:
Final Deliverables:
• Full-length video podcast (20–30 minutes).
• Promotional teaser (30–60 seconds).
• Script or outline for the interview.
Evaluation Criteria:
• Depth of research and quality of questions (20%).
• Production quality: audio, video, editing (30%).
• Host engagement and conversational flow (25%).
Creativity in promotional material (25%).
Submission Information
Please observe the following unless otherwise specified,
• Use a header containing your student ID number, the module code to which your work applies, and the date (in case of the word files)
• Keep your own electronic back-up copy of your work and if possible, save on two devices.
• Avoid plagiarism/ use of AI.
• Submit your work on time.
Guidelines and Late-Work Policy
1. Coursework submitted late (and there are no extenuating circumstances) will incur a late penalty.
2. Five per cent of the total marks available shall be deducted for every period of 24 hours, or part thereof, that an assignment is overdue there shall be a deduction of five per cent of the total marks available (i.e., five marks for an assessment marked out of 100). After seven calendar days (168 hours or more late) the mark shall be reduced to zero, and recorded as 0FL (zero, fail, late).
3. Each module has word limits for coursework assignments; however, the decision about whether to impose a penalty mark for exceeding the word limit is made by each module organiser. You must check the module handbook and the assignment briefing documents to see whether the particular module organiser has adopted a penalty system. It is your responsibility to read the handbook and assignment briefing carefully. If no penalty is specified, then the module organiser will take into account the word length under the standard marking conventions. For example, if you have exceeded the word limit then it might be that you have not been sufficiently succinct or focused in your assignment and therefore might be penalised for these weaknesses. Please note that word limits do NOT include references or appendices. However, if excessive material is included on appendices, then this too will be judged accordingly, and you may be awarded a lower mark.
4. You should ensure that your submission is in either Microsoft Word or PDF format.
5. Failure to submit in either one of these formats will result in a mark of 0 being awarded for the particular assessment. It is therefore your responsibility to ensure that the file format is correct and it can be opened by the receiving party.
6. You should ensure that the correct piece of assignment is uploaded as the document downloaded on the due date by the module organiser will be marked regardless of content. You will not have another opportunity to submit the work again if you mistakenly uploaded the wrong document.
7. Allow yourself plenty of time to submit your coursework. Do not leave it until the last minute
8. Computer problems, such as computer viruses, failure to make a back-up copy or temporary internet access problems, will NOT be viewed as a valid reason for late submission.
9. Check that your assignment submission has been successful and print a copy of the confirmation screen.
10. If you submit your assignment after the deadline, you will still be able to submit your coursework via QMplus however you will be penalised for late submission, the only exception to this is if you have an approved extension due to extenuating circumstances.
Submission Deadline
Date :28/03/2024
Time :3 pm
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