WORKSHOPS AT AFH
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This summer, the Digital Media Department (Graphic Design, Photography, and Video & Motion) welcomed industry professionals from the fields of Aesthetics, Marketing, and Film for professional development and career exploration.
Our first Digital Media workshop was conducted by Cerys Wilson. Cerys Wilson holds a BFA in photography from RISD and an M. Lit in Art History from University of St. Andrews. Her writing has appeared in Art New England, Canadian Architect, and Independent Magazine. Here, Video & Motion participants reflect on their experiences.
During the Narrative Screenwriting workshop, I learned about the format and chronology of movies, or at least that’s what stuck out the most to me. The first workshop did a good job laying out the basics and I think a good follow up would be to expand on that and begin to break the rules after learning them.
Cerys Wilson, Independent Film Professional,
Editor and Researcher
During the Narrative Screenwriting workshop, I learned that it's not only the dialogue but also the beat and movement of the character that tell the story. What surprised me during the workshop was the technique of having two characters talk at the same time - I hadn’t thought of that before.
Introduction to Screenwriting:
The Intro to Digital Marketing workshop was interesting because it showed that when dealing with digital marketing you need to take many variables into consideration. I already knew that you have to think about how a website might show up on multiple devices, but I hadn't thought of things like how to make sure your site comes up first on search engines. It was nice to learn about the hidden processes behind tools we deal with all the time.
Our second workshop was on the topic of Digital Marketing, with a focus on designing environmental graphics and for websites. Digital Marketing Specialist Michael Pelletier visited us from the Graduate Programs at Northeastern D'Amore-McKim School of Business. Here, Graphic Design teens reflect on what they learned.
Introduction to Digital Marketing:
Michael Pelletier, Digital Marketing Specialist, Graduate Programs at Northeastern D'Amore-McKim School of Business
Before I attended the workshop, I had no idea what Digital marketing was, so hearing about the meaning of it was really interesting. I found the whole process of creating value in the minds of consumers intriguing. After the workshop, I noticed all the digital marketing ads in all social media apps I have. I learned that a simple click of an ad that is selling something can trigger other ads to pop up for you in the future. Based on previous clicks, likes and purchases, marketers can learn and predict what you would most likely buy.
We were ecstatic to welcome the dynamic duo of Cantina Marketing Director Clark Van Der Beken and General Assembly Marketing and Events Manager Alex Howley. Clark introduced emerging markets and the latest marketing technology, while Alex outlined methods for community outreach, strategic planning, content development, and more. Here, AFH teens reflect on what they learned.
Clark Van Der Beken, Marketing Director at Cantina and Alex Howley, Marketing and Strategic Partnerships at General Assembly
At the end of the workshop, both of the presenters revealed that they basically do four jobs in one and only have a limited amount of people to help. Next, I would like to learn how to earn money from marketing.
The interesting thing about the marketing workshop was the fact that if a celebrity marketed your product, it would sell crazily in stores. Marketing is important because it can help a company increase in profits. Many organizations use marketing, the use of marketing can help you sell your products worldwide. I personally do not really care when I am being marketed too, I usually ignore the ads unless it is something I’m interested in.
An example of good marketing is Uber Eats, an app to bring you food. There was a simple ad with donuts as the background. I liked it because good food plus delivery equals a happy me! I cannot see myself in marketing unless I was to open my own business.
During the Marketing 101 workshop, I learned about different types of marketing, especially the difference between marketing to consumers and marketing to businesses, and how their needs are different. I was surprised by how complex the process of advertising is when it comes to Google. There are specific rules for whose ad is at the top, and it seems like there's a lot of competition.
I would like to learn more about marketing to businesses, because I didn't know anything about it before and it's interesting how it's different from marketing to consumers. I'm interested in how marketing is changing because of the internet, and how the focus has shifted away from print and television advertising.
Marketing allows companies to get their message across, and it helps consumers identify with and choose a product. Marketing is used by anyone trying to sell anything. There are many different ways to market something, so marketing techniques vary greatly depending on the business.
Generally I only notice that I'm being marketed to if I see an ad for something that I don't particularly like or need, or if I feel like the ad is being too aggressive or candid. By partnering with Tyler the Creator, Reebok made itself seem fresher and different from other shoe brands. Also, Reebok actually made something and created a relationship rather than just simply making an ad. I could see myself working on the more artistic side of marketing, so maybe something like brand or design strategy.
Aesthetics: Dr. Michael Spicher, Ph.D, Lecturer at Boston University
Bringing Michael here to Artists For Humanity was like being jolted by reality. He posed questions repeatedly to us about why we think the way we do, how we get to knowledge, and other concepts that were quite startling.
I was immediately drawn in and and in front of everyone, Michael asked me to define the concrete definition of what “a fish” is. I think we were too prone to think everyone knew what the answer was, so it became hard to explain.
While he doesn't actually agree 100% with the three concepts of beauty as defined by Saint Thomas of Aquinas (wholeness, proportions, and radiance), to me, this experience confirmed my thoughts on how I have subconsciously "defined" beauty.
I am an avid social media user and so, on a daily basis, I delete certain pictures or made sure the angle of a picture is agreeing to my standards - my own ideals of beauty. I really appreciated the workshop because it challenged me to think creatively and also provide explanations to back up my beliefs.
Thornton 'Sparticus' Nguyen
Last but not least, AFH teens sat down with a Ph.D philosopher for a workshop on Aesthetics. During the workshop, Boston University professor Michael Spicher led inquiries on the concept of beauty, the notion of the sublime and more.
The thing I like most about Narrative Screenwriting is the merging of a narrative story and visuals. My biggest challenge when writing scripts is having a good story to begin with!
During the marketing workshop, I learned that there are a bunch of processes for marketing. There are the leads and those who you cut out to figure who are actually going to buy your products. The surprising thing about this workshop was that there can be so many different parts to a marketer’s job.
During the Marketing 101 workshop, I learned what marketing actually means and that it is such a large field to get into. What surprised me the most was finding how much I see the result of marketing everyday. Ads are everywhere and to think more deeply on how they came about.
Next, I would like to learn how to actually put together an advertisement and what makes one ad better than the other or what grabs people's attention the most — what is too much and what is too little.
What interests me the most about marketing is how much thought is actually put into everything that is done in marketing and how complex it is. It is important for bands to get their name out there and talked about. If an ad grabs someone's attention and they talk about it then there are more potential customers, rather than if the ad wasn't there. Brands, start up companies, artists, musicians, and every organization uses marketing.
I think the sponsored Instagram posts are kind of eye catching because I have to scroll past it and most of the time I like what I'm seeing. I’d like to learn why it’s so important to gather data. I wouldn’t like to work in marketing because it seems too complex and like there are a lot of numbers and math involved and I dislike that a lot.
Next, I’d like to learn how to properly design a character and communicate their emotions. The thing that most interests me about Narrative Screenwriting is being able to write and plan the story. My biggest challenge when writing scripts is communicating a clear vision that people can universally understand.