WHAT IS CCC?
We are frequently asked, what is Crafting Creative Communication all about? And we often say that CCC is where idea crafters are made. The ten-month intensive program is designed to train students in creative problem solving for the creative communication industry. While this may be at the core of the program, we believe in exposing our students to a variety of creative mediums such as film, photography, graphic design and art to enable effective execution of their ideas and stories.
At CCC we build a shape-shifting tribe of dreamers and doers - the humorous and the courageous – dazzling the world with their craft.
IDEAS THAT SHAPE OUR STUDENTS
Idea Generation Techniques
Ideas are premeditated accidents. With techniques designed to keep the brain churning and encourage the flow of multi-directional ideas, we are more than ready to plunge headlong into whatever the communication industry throws at us. Creative block, what’s that?
Understanding the anatomy of story. What is story? What is storytelling? Why do we tell stories? What does it accomplish? How to get in touch with our internal dialogue? How can we use it to make a difference?
Writing with the visual and aural. The written word transformed into moving images and soundscapes. Introduction to the language of film and studying the relationship between words and images along with form and structure.
Any Body Can Draw
A class where we learn the ABCDs of art – form, shape, perspective, light and shadow, watercolors etc. Because we believe that there is an inherent artist in all of us, all it needs to find its own path is a wonderful mentor at the helm.
The morning sessions of ABCD are designed to sensitize the eyes to visual narratives in the surroundings and nurture aesthetics. It attempts to make a student capable to visualize and share ideas ina visual form.
Ways of Seeing
A module that encourages a no-holds-barred exploration of ideas, thoughts and possibilities, and seeking inspiration from the world around us. Artists and writers, both historical and contemporary, are visited and revisited, and the work of the students reflects the rich variety of exposure that they receive from this course.
The art of crafting copy that is both relevant and effective might be a challenging one, but with a range of devices like persuasive writing, meticulous proofreading and writing to trigger sensorial perception at our command. With an additional workshop on writing press releases, they have all their bases covered.
Typography, visual metaphors, Gestalt theory of visual perception, visual narrative, colour psychology – every CCC student breathes these principles of visual communication into their work. Every element, every font, and every layout of our work has been well-thought out and analysed beforehand, in order to elicit the intended response.
Writing Creative Briefs
We understand that the finished product is only as good as the groundwork behind it, and that the best advertising campaigns start with a succinctly informative creative brief. You can be certain that every CCC work that meets your eye is the product of a brief that has its kinks ironed out from the word go.
Starting from scratch to build 21st century campaigns for brands – the operative phrase being, 21st century. From research and data collection to devising positioning statements to arriving at emotional truths to designing visual identities and full-blown campaigns, we cover all the basics to create effective and memorable campaigns.
A module where we learn to decipher the hidden codes and messages in ads, and deliberate over what make them so effective. Ads are, thus, read through the lenses of colour, tone, language, culture, history and the like.
Intro to Photography: This course is an invitation to embark upon a journey into the world of photography. The students don’t only look at the work of some of the most indelible and influential visual storytellers but also turn the lens inwards to explore their own reasons which compel them to make an image. Here the students not only learn the basics of photography but also the ability to create narratives through this visual medium.
Advanced Photography: The basics and intricacies of Product and Portrait Photography and acquainting the students with the use of studio lights, their usage, control and desired outputs for different kind of situations and needs.
The students are familiarised with the use of artificial lights and lighting aids that help to enhance the image and make them worthy of use in advertising and other applied communications. The objective is to make them understand the ‘sophistication’ required for making images that stand out and deliver a message with impact.
A hands-on course on recreating our vision on the screen. From pre-production (scriptwriting, storyboarding) to production (cinematography, direction) to post-production (editing, sound design).
How does one read cinema? How does the use of color infuse meaning into each frame? How to frame and compose a shot? What music best suits the mood of the film? All of these dimensions are explored in the Film Appreciation workshops. An additional workshop on documentary films helped us explore an under-appreciated facet of cinema.
Animation & Stop Motion
This will include brainstorming on the concept, storyboards, animatic (if time permits), select a medium of choice and conduct test shoots for the same, start animation production, shoot, edit, create music and sound and finally screen the films. The mediums we explore are - Sand, Light, Clay, Armature/ Puppet, Pixilation, Paper cut outs.
While we believe that ideas are the key, we also understand that it is how we execute our ideas that makes all the difference. With classes on Adobe Photoshop, Illustrator, InDesign, Premiere Pro and Aftereffects, we develop skills that help bring our ideas to fruition, and satisfyingly so.
The process of designing a brand identity - the entire design process, from ideation to creation to presentation. Create and give a visual identity to an imaginary start-up company, and apply that visual identity to a number of forms applications to see it at work. Introduction to brand guidelines and will also create a document that serves as an identity guide for your brand.
A “radioactive” course that explores radio as a medium of transmission. From understanding the use of sound and music in radio to the creation of Public Service Advertisements, from campaign planning to scheduling and programming, we leave no territory uncharted.
For creative professionals, digital advertising is not approached as a medium, but as a language. Like any language, it has its own 'native speakers', it has tons of accents and dialects (in this case, different platforms and corresponding behaviour) and like any language, it has its own set of rules that its speakers may optimise through consistent use over time. As MICAns entering the creative industry, it's imperative to speak the internet fluently.
We delve into the subjects of the sociology and psychology of consumption to understand how consumption patterns can be formulated and influenced, with tools devised by Freud, Plutchik, Jung, Maslow by our side, available for ready reference.
A course that throws light on the other side of the advertising coin, with topics such as Historical Brands of India, Emergence and Growth of Social Media, Communication Process Model, changes in Marketing Environment, Advertising Appeals, etc.
New Media and Experiential Marketing
“It is the idea that determines the medium, and not vice-versa”- words we live by. A course that pushes us to think beyond conventional advertising. Simple yet effective, clutter-breaking campaigns are discussed threadbare, and the learnings gained as a result are put into practice to build ideas that are meaningful and interactive.