Creative Portfolio
Code: 103149 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 | 0 |
Contact
- Name:
- Pep Colomer Miralbell
- Email:
- Pep.Colomer@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- Yes
- Some groups entirely in Spanish:
- No
Prerequisites
Recommended:
1. Good knowledge of the software that follows: Indesign, Photoshop & Illustrator.
2. Be focused on creativity.
3. Be able to have a good planification if you're doing practices or other studies
4. Lots of motivation.
5. Be professionally oriented to creativity and communication.
Objectives and Contextualisation
To be able to create your own portfolio wit 6/8 good and original crativities.
To learn to build, defend and sell your own ideas with coherence and criteria.
To know the creative industry. Be able to see where the talent is.
To be confident and reinforce your self.
Be capable to evaluate your own creativity and other's.
Competences
- Apply creative techniques in writing advertisements.
- Demonstrate knowledge of photographic composition theories.
- Demonstrate knowledge of the narrative and expressive characteristics of a creative advertising message.
- Demonstrate knowledge of the narrative and expressive characteristics of audiovisual languages.
- Demonstrate knowledge of the structure and functions of the technological context that plays a role in the advertising communication process.
- Manage persuasive communication creatively.
- Use different theories and techniques in the graphic composition of texts.
- Use one’s imagination with flexibility, originality and ease.
Learning Outcomes
- Apply the strategic principles that determine a campaign to developing a creative briefing.
- Classify aesthetic theories and techniques that play a role in advertising’s graphic design and art management.
- Develop creative sales ideas.
- Distinguish the fundamental principles of relational dialectics between repeatability and originality-innovation.
- Identify the fundamental principles of recognition and significant difference.
- Identify the most significant features of the advertising photography tradition.
- Provide creative solutions to the advertiser’s communication problems, bearing in mind the budgetary limitations determining a campaign.
- Recognise the basic principles of audiovisual performance before a microphone and camera.
- Use one’s imagination with flexibility, originality and ease.
- Use technological instruments for the composition and editing of graphic messages.
- Use the framing, exposure and editing techniques characteristic of photography.
Content
The portfolio as contract strategy
The professional interview.
The market.
Agencies profiles.
Creative Profiles
Resources for creatives.
Make your own portfolio.
Methodology
Everything is based in projects. Your own projects. You work on your projects and the teacher helps to you to find the best.
A mixture of research and practices.
Every week the teacher exposes a new briefing and you have all the course to work on it.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Knowledge of creativity industry | 0 | 0 | 1, 9, 7, 3, 5, 10 |
| You need a portfolio | 0 | 0 | 9, 7, 3 |
Assessment
If you want to pass you only need:
1. Be able to create 6 good advertising campaigns (60%)
2. Be able to create your own portfolio (40%)
2.1. Teacher evaluation
2.2. Student evaluation
2.3. Student selection of the best campaign of the group.
Others
No test, no exams.
It's a must to assist to the 100% of presencial sessions
You have to reserve June to do final reviews and improvings in all the campaigns that you've done before.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Realising of a portfolio and knowing the advertising creative industry | 100% | 150 | 6 | 1, 9, 2, 4, 7, 3, 6, 5, 8, 10, 11 |
Bibliography
Bogusky, Alex & Winsor, John (2010). Baked In: Creating Products and Businesses That Market Themselves. Chicago: Agate publishing.
Castillo, Fidel del (2014). Necesitas un book: 78 consejos para elaborar un book creativo y encontrar trabajo en publicidad. Barcelona: Editorial UOC.
González-Andrío, Gabriel (2005). 30 segundos de gloria: 15 grandes directores creativos nos cuentan cómo llegaron. Madrid: Dossat.
Gordon, Torr (2008). Managing Creative People: Lessons in Leadership for the Ideas Economy. Hoboken (USA, NJ): John Wiley & Sons Ltd.
Knight, Christina (2013). Mad woman: a herstory of advertising. Linköping (Suècia): Olika. Nota: no confondre amb: Mass, Jane (2012). Mad Women, la otra cara de la vida de Madison Avenue. Barcelona?: Lumen.
Taylor, Fig (2010). Cómo crear un portfolio y adentrarse e el mundo. México: Gustavo Gili.
Solana, Daniel (2010). Postpublicidad. Bilbao: Am libros.