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Industry experts bring real-world experience to Macleay College

Macleay’s Advertising & Digital Media faculty has welcomed three new industry experts to its teaching staff as part of its commitment to industry-focused learning.

Beck Hamilton is media director at Bohemia Group, one of Australia’s most innovative media agencies. Beck has a passion for getting to the heart of communications strategy and working with all elements of media, in particular with performance digital channels, the latest technology and trading systems. After her previous roles as director of marketing, sales and publicity at Disney Australia and as senior strategist at Slingshot Media, Beck will be teaching final year bachelor students STRATEGIC MEDIA PLANNING. A Macleay graduate herself, Beck will be able to offer Macleay’s advertising and media students personal and practical insights for launching their careers in the media sector.

Toby Vervaart has developed the new CODING and APP DEVELOPMENT units for Macleay’s advertising and digital media courses. With increasing demand for graduates with expertise in these areas, Toby’s experience as technical director at The Monkeys (voted Australia’s Ad Agency of the year now for 2 years running) will be invaluable for Macleay’s students wanting to build their knowledge and skills in the creative application of technology. Toby strongly believes in the web as a platform for expression and creativity and enjoys learning and teaching new ways for this to be achieved through emerging technologies. Macleay’s students are lucky to have Toby guiding their way through the labyrinth of coding languages and App development.

Lorena Chiarella is partnerships director at UM Worldwide. Lorena prides herself on her ability to manage, coach and build strong team identities. Previously at GroupM, IPG Mediabrands and a manager at Maxus, Macleay is excited to have Lorena bring her enigmatic personality to teaching the MEDIA LANDSCAPE unit to advertising and media students. A few opening words from Lorena herself “I’m genuinely excited for the opportunity to introduce Macleay’s students to the world of media and share exciting work from the industry to help foster their passion in advertising”. A number of Macleay graduates have started their careers in media with UM, and we’re sure Lorena will entice a few more to make the move into media.

Macleay’s students benefit from our innovation and industry-focused approach to education through teaching from expert professionals, project-based learning and popular internship program. Rated one of Australia’s leading higher education providers for student experience and teaching quality (Government QILT survey: 2016 & 2017), Macleay College produces graduates who are industry ready and primed for success. For more information about Macleay’s advertising and digital media courses, click here.

DIGITAL PHOTOGRAPHY: THE POWER OF VISUAL METAPHORS

“A visual metaphor is a device for encouraging insights, a tool to think with” states Noël Carroll in his book Beyond Aesthetics. Looking around at some of the world’s greatest ads, there is little doubt that one of the most powerful ways advertising communicates a message is through visual metaphors. It is an art in itself. To strip down an idea to its essence, then represent this through a powerful and visually engaging metaphor, making it easier to communicate the message to an audience. Our Advertising and Digital Media students produce an original photographic visual metaphor in our Digital Photography classes.

The first challenge of taking a great photo is coming up with a great idea. In this assignment, students nominate a client, product or service and develop a photographic ad to solve a specific communications problem. After a series of lessons in digital, studio and lifestyle photography, students take an original photo and retouch and composite it with a headline, typography and a brand logo.

“The first step is to nut out the core message, then sketch out visual solutions. Taking the photo is where the executional expertise comes in” says Digital Photography lecturer Simon Cardwell.

Simon runs the Digital Photography unit at our Sydney campus. In addition to being an accomplished fine arts and portrait photographer himself, Simon embodies Macleay’s principles of delivering student and industry focused education with industry expert teachers, project-based learning and a hands-on approach to learning.

Macleay-College-Advertising-Media-Student-Work

Advertising student Ray Phan (now working as a Designer at We Are Social) wanted to surprise his audience. His visual solution for Kinder Surprise – a chocolate egg with a hidden toy, was to remind us that eggs have long hidden unexpected hatchlings.

International student Carlos Alcantara (now working at Magna Global) approached his casual employer Des Renford Leisure Centre and offered to create an ad to help clients get their ‘muffin top’ into shape.

Recent Bachelor of Advertising and Media graduate Sophie Robertson created a soft and beautiful image of firm, round peaches to discreetly create awareness around screening for breast cancer.

Macleay College Digital Photography class

After taking time-out of her creative career to start a family, art director Helen Metlenko wanted to up-date her digital skills, and in the meantime, found out she was a pretty keen copywriter. Her visual ad for Patrick’s Barbers was pitched specifically at their male clientele.

Sam Harley (most recently Junior Creative at Host) topped the Diploma of Advertising course, and also came up with this crafty visual solution for the craft beer bar next door to the college.

Callam Hanks always had a creative ‘outside-of-the-box’ idea for his assignments. This was a very unexpected solution to the visual metaphor assignment, comparing the cost of a new car to the cost of raising a child. The ad was specifically aimed at getting teens to rethink their choices around unwanted teen pregnancy. No need to say Callam has gone on to create some innovative and out-there solutions in his new job as Social and Content Manager at Infinity Squared.

If you would like to know more about the Digital Photography classes, part of our Advertising & Media or Digital Media courses read on.

The art of becoming an Art Director

When Rowan Slade started his studies, he was a self-confessed “guy from a beachie town who made cappuccinos”. This might sound familiar. Finishing school and moving into a career can often be daunting, but after a couple of years of study Rowan discovered the art of becoming an Art Director. Proof of his artistic talent was on display recently with his graduating project from Macleay’s Bachelor of Advertising and Media, where Rowan created an art installation that explored the tension between the fantasy and brutality of Reality TV. 

Rowan describes the humble beginning of his creative career behind the cappuccino machine on his blog: “It was here, meeting and talking to a variety of different people, that I learned the value of customer experience for a business. I thrived working with others but decided that I didn’t want to be stuck in the hospitality bubble.”

“My life has been consistently drawn towards the creative arts and I’ve been a performer since my childhood; refer to mum for videos. I moved out on my own to Sydney where I’ve continued to study and further my career. I’ve studied acting, film & media production and travelled aplenty – and it’s all these influences of working within and being around creativity that have driven me to work in the advertising and media industry; in particular, the ability to use my creativity to drive business.”

Rowan has a keen eye and a great sense of style, so even his early college projects stood out. One of my favourites was a brand he developed from scratch (excuse the pun), for a real-world client in his Advanced Digital Design class. ‘RuvBox’ is a pet care pack that Rowan developed a logo, packaging, magazine advertising and merchandising for.

Rowan’s branding project for ‘RuvBox’

Once Rowan got a video camera in his hand, he started producing some fun and quirky video content, like this engaging digital content piece with Sophie Robertson visualising the word ‘Joy’ in their Art Direction and Design class.

But Rowan hasn’t limited his creative talents to visual mediums, he also produced a great podcast on ‘TV Streaming’ in his Radio Advertising & Podcasting class with our award-winning radio lecturer Cameron Horn. Have a listen here: https://drive.google.com/file/d/1djurNOZl_p-Iw6hBbL5S2iEXRzRbL2_E/view

It was of course a highlight of Rowan’s time at the college to see him create a visual installation exploring his ideas around Reality TV. It was an ambitious project to take over a whole room; design and build a floral installation; contrast this with a broken television and image of a bleeding heart; and invite people to sit in the installation and share their selfies on Instagram.

Both Adam Ross, executive creative director at the projects* and the marketing consultant Louise Chamberlain, who sat on the industry marking panel commended Rowan’s courage and ambition in creating an immersive and interactive installation. The next challenge for Rowan is to make his creative mark on the advertising industry. Stay tuned.

Rowan presenting his major art directing project to Adam Ross and Louise Chamberlain.

Reaction

Instagram reactions to Rowan’s installation.

If you would like to see more of Rowan’s work, you can check out the creative portfolio on his blog here:

https://rowanjslade.wordpress.com/creative-portfolio/

Featured image of Rowan Slade and fellow Advertising & Media student Grace Cooper by Alana Taylor-Benn.

Macleay College offers diploma and bachelor courses in Advertising & Media in the campus in both Sydney and Melbourne.  For more information click this link.

It’s Award-Winning Month at Macleay

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Video Production lecturer Cisco Corea speaking to students about his award winning MTV Adidas campaign.

I’m pleased to announce that our Video Production lecturer Cisco Corea has just won a best advertising campaign of the year / Branded Content at the ASTRA awards for the MTV Adidas campaign he produced and directed.

Our Sydney copywriting lecturer Cameron Horn is nominated for the 6th year in a row at the ACRA Radio Awards, and up against his ex-student Katrina Fowler for the second year running. Account Management graduate Kyra Brown is also nominated this year. Congratulations to all three.

Ian Thomson’s latest short film THE INVISIBLE EDGE was also an official selection in the London Independent Film Awards, pre-selected for the New Zealand Film Awards, and was a finalist in the Mindscape Film Festival in Los Angeles. The film will also be screened as part of The Big Anxiety Festival in Sydney.

The Advertising & Media faculty are pleased to be launching a new unit in GAMIFICATION in T3, developed and delivered by the award-winning advertising creative director and author, Simon Veksner.

It will also be the first roll-out of the AUDIO STORYTELLING unit with multi-ACRA-award winning radio copywriter Cameron Horn. This unit teaches student radio advertising script-writing, audio production using ProTools and the increasing popular art of podcasting.

In Melbourne we will be running a new elective in COPYWRITINGwith the local Melbourne Social Media personality Candy Hertz.

We are looking forward to welcoming Lizzie Mack on-board to deliver the new STORY & NARRATIVE unit as part of the Digital Media Diploma and Degree in T3. Lizzie is not only a seasoned social media marketing and film teacher, but also a talented jazz vocalist (https://twitter.com/macklizzie). The unit explores a vast array of storytelling techniques for digital media projects, from online video, to interactive games and digital marketing campaigns.

Digital Design lecturer Jason Gemenis has just launched his new digital agency PEPPERMINT. This not only offers students great industry focused learning at the coal-face of digital marketing, design and media, but Jason also offers internships for budding digital design specialists.

In addition, in November this year our CREATIVE PROCESS lecturer Julieann Brooker will be travelling to Bhutan with Dr Lindsay Oades, Director of the Centre for Positive Psychology, Graduate School of Education, University of Melbourne, to study the measurement and embodiment of Gross National Happiness (GNH) in a combined program between GNH Bhutan and GNH Australia. 

Ian Thomson, Head of the Advertising & Digital Media Faculty

CONGRATULATIONS TO MACLEAY COLLEGE’S LATEST ADVERTISING & MEDIA BACHELOR GRADS

Congrats to this trimester’s graduating Bachelor of Advertising & Media students Daniel Koublachvili (L), Robyn Lear (3R) and Caitlin Thomas (2R) who presented their final major projects to the industry panel of Experience Designer Sam Court (M), Samantha Benney, Regional Customer Marketing Manager (3L), Accolade Wines and Kristy Chilman, Marketing Lead at The Brand Architect (R).

Daniel developed an application to allow people to donate rounded up change to charities called LINK. Robyn developed a strategic marketing and communications plan for SKYY VODKA in Australia, and Caitlin Thomas developed a social media platform for Tweens called HEYU.

They have certainly set the bar high for next trimester’s graduating bachelors!

Ian Thomson (2L), Head of the Advertising & Digital Media Faculty at Macleay College.