Spending four hours with some 30 students attending the School of Communication Arts is always an eyeopener and reminder of the worth of paying the closest attention to how a person is responding to the brief they have been set. In order to spread myself across the ones, twos and threes I sit with I set the timer on the iPhone to 15 minutes.
Four hours later my overall impression is that this is an impressive intake of students – I last sat with them in October so it is wonderful to recognise that they are in tune with the needs of advertisers – solving problems in a 21st cenutry blend of ways. Every team had answered their respective briefs with a solid response – all I felt I should do was to help them think through their rational and give them confidence to push their idea with every ounce of their energies. If I had the means to take any of them on I’d so so – they are smart, open and receptive. The real world is less kind and less receptive – someone should always be there to fight their corner, but it doesn’t alter their need to be able to sell and defend their ideas too.
So what does my background in eLearning have to offer to this? And is it possible to recreate any of this sense of collaborative creative problem solving online? Many turn to the Internet to embellish their ideas; all could be smarter with their search, not least favouring images or video, but asking what it is the Web will offer before they key in a few words. All presentations they give are as two minutes pieces created in Adobe Premier – the best are online, some pick up prestigious D&AD and other awards, many of the students are now gainfully employed in advertising agencies.
If judging learning I would conside the learning theory behind it and in the context its likelihood of success; how therefore do I judge the work of these students? As I learned at the School of Communication Arts myself the test is to be able to construct a sense of the creative brief that they must have received to get them to this point: is the problem that they are responding to self-evident? Do I know who the audience is? Can I see them as a persona, if not as an actual person? Would they relate to it? Is the ‘call to action’ clear? Is the execution memorable? Would I grab it on my phone? Would I blog about it and embed the student video from YouTube?