career opportunities: pdad professional diploma · pdf fileindustrial orientation programme...

PDAD

Our most popular and signature formula integrating marketing & advertising into design. Yearning for a trailblazing career as a creative director or owner of your design or advertising agency? This comprehensive course will arm you the strategic thinking and analytical skills to thrive in the advertising and design industry. It is a lethal combination of the Diploma in Communication & Design and Specialist Diploma in Advertising & Design.

WHY MAD?

M.A.D. School’s Professional Diploma in Advertising and Design combines both pragmatic and strategic studies in a never seen before three-in-one pow-wow diploma based on our MAD formula. Benefit from site visits, case studies, hands-on assignments and explorations into contemporary design by creating your portfolio through solid industry-like training.

CAREER OPPORTUNITIES:

Professional Diploma in Advertising and Design

PRAGMATIC ASPECT STRATEGIC ASPECT

M.A.D INTEGRATED PROJECT

COURSE DURATION TIMETABLE:FT

PT

FEATURED LECTURERS

FELIX NGis the creative director of multidisciplinary studio, Anonymous. A recipient of the

from the Art Directors Club New York and the

Hong Kong, he has served on the jury of the British D&AD Awards, Singapore Creative Circle Awards, Crowbar Awards and Noise Singapore...

MR. LOW SIEW THIAMhas conducted many executive training

and Thailand. He has also been a guest

TUITION FEES:The tuition fee cover, study guides, intensive seminars and workshops, assignments,

SGD $21,350 for Part Time SGD $27,850

IKE ANANDWorked thru-the-line as Creative Director and Sr Creative for integrated agencies in Sydney, London and Singapore.Agency experience includes the likes of Ogilvy, DDB,

Maverick, Donor Cardwell Hawkins, etc. Client experience includes NTUC Insurance, HSBC, Standard Chartered, Intel, Dell,

Audi, Toyota, Hino, Lexus, Hennessy-Moet, Jack Daniel’s, BlackBerry, Dewar’s, Bacardi-Martini...

NON-TUITION FEES:

annually. The fees above have been updated and are accurate as of

What attracted me most about the MAD formula when I joined was the Curriculum. It caters specifically to students who want to move into the creative side of advertising and marketing industry. One thing very different about MAD School is that it has a very hands on approach through projects and there’re a lot of relevant videos and case studies shown during classes.

M.A.D. SCHOOL BY CHATSWORTH MEDI@RT ACADEMY

Sherie Wong, CMA undergrad

1

MAD2014_Brochure-FA.indd 1 13/3/14 8:46 AM

2

CEO’s Opening

Our Manifesto

M.A.D. School Programmes04 • Diploma in Communication Design06 • Specialist Diploma in Advertising & Design08 • Professional Diploma in Advertising & Design

Our MAD Lecturers

Industrial Orientation Programme

MAD Global

Make The Change

Awards Lab

010203

0917242627

CONTENT


01

M.A.D. School was officially launched on 21 June 2013 to celebrate 10 years of M.A.D. (short for Marketing, Advertising & Design) education by Chatsworth Mediart Academy. We conveniently kicked off with our new befitting tagline: “Thinker First. Creative Second.” and a brand new look.

In Singapore, more than a handful of design schools impart design skills. Other schools focus on stu-dents’ paper credentials. Where we differ is we see each individual as someone with the ability to first think then create. We don’t want yet another run-of-the-mill programme. What the market demands, we create, we train, we empower. Our graduates aren’t just creatives. They are thinking creatives.

Why should education confine thinking? It knows no boundaries. In the digital age, change is constant and we have to embrace it.

Sincerely,Michelle LimCEOM.A.D. Schoolby Chatsworth Mediart Academy

CEO’s Opening


02

We think creativity without thinking is no better than a blank canvas. Survival of the fittest is an adage of the past. In the now and the near future, it’s about thriving with forward thinking. Many schools lay claim to teaching technical skillsets. But few can hone strategic thinking skills. It’s a world that separates the chaff from the wheat: those who can think strategically and those who can’t. It’s what gets you to the top and there’s a reason why it’s a pyramid top-down. Yes, the world rewards those perched at the top. Now where do you want to be?

Evolve we shall. Stay ahead of the digital game, we will. But it takes so much more to truly thrive.

M.A.D. School does more than impart you the experience, technical skillsets, the know-hows and the blahs blahs that all the other schools can. It teaches you the game-changer: strategic skills.

Think like never before. See insights that are privy to a select few. Discover another dimension. Adapt and adapt fast. Create to change. Change so you can create.

Our ManifestoTHINKER FIRST. CREATIVE SECOND.


03

More than a school, we’re a think tank. We place thinking above creativity: we impart strategic skills in marketing, advertising and design, alongside the technical and gizmo know-hows.

Our programmes include:

M.A.D. School Programmes


04

For aspiring designers. With or without prior design experience. You have a keen eye for aesthetics. Designs inspire you. You’re inspired to design. Computer graphic software training coupled with lessons on principles of design such as symbols, colours, etc., will teach you to conceptualise for de-sign applications such as editorial and packaging. This while you’re exposed to industry workings. Interactions, consultations, hands-on assignments as well as presentations will fully prepare you for the design world.

Modules include:I. VISUAL COMMUNICATIONThis acts as a design orientation and focuses on: • Design appreciation and communication • Fundamentals and principles of design • Colour fundamentals and theories • Idea development • Research development • Protocols and processes

II. DIGITAL STUDIO IStudents learn Adobe Photoshop & Illustrator fundamentals and are equipped with necessary skills to stay relevant in the digital age. This module is divided into two parts, 6 sessions for each application.

ADOBE PHOTOSHOP • Understanding Adobe Photoshop tools and work

area • Working with Adobe Photoshop layers and masking

features • Understanding colour modes and colour correction • Working with transparencies, blending mode, paths

and clipping paths • Filters and plug-ins • File formats, smart objects, etc.

ADOBE ILLUSTRATOR • Understanding the workspace of a vector-based

environment • Basic layout techniques • Drawing with Adobe Illustrator • Working with layers, transparencies, graphic styles • Precision drawing with Adobe Illustrator • Path operations, masking and filters • Creating proofs (draft, print, press)

III. TYPOGRAPHY & COMMUNICATION DESIGNDiscover how typography forms a visual unit, utilising graphic design to create an outstanding piece of work through a greater emphasis in typography and graphic design. How to deliver accurate information with communication design, as well as: • Type evolution and history • The graphic designer’s layout grid • Typography as a visual language • Working within a given space and a body of

information • How typography affects graphic design • Type anatomy, measurements, classifications,

styles and weights • Type spaces (kerning, tracking, leading, etc.) • Applying variations in layouts and identifying

common mistakes • Creative research, how to get inspiring ideas and

applying through art direction • Choosing the right photo or cropping the wrong

photo • File formats

DIPLOMA IN COMMUNICATION DESIGNVISUAL COMMUNICATIONS (PRAGMATIC ASPECT)


05

IV. ONLINE MEDIA DESIGNIntegrate communication design with realism through the usage of Adobe Dreamweaver with studies focusing on web criteria and restrictions. More on: • Understanding the Internet • The Internet and communication design • Fundamentals of Dreamweaver • Flowchart • Understanding tables in Dreamweaver • Navigating the site with buttons • Consistency with CSS styles • Technical skills such as image quality, file format,

colour space, etc.

V. CORPORATE IDENTITY & DESIGNUnravel the science behind every corporation’s ‘persona’ and brand identity. Create a corporate personality and explore the components of a corporate identity programme that will promote consistency in both discipline and application. More on: • The coming of corporate communications • The story, the visual and the package • The science of symbols and colours • The logotype and the semiotics • Supporting devices/applications • The corporate design mandatories • The importance of the corporate identity system

VI. PACKAGING AND PRINT TECHNOLOGYThis module introduces the technologies and procedures of modern lithography and packaging studies, equipping students with real industrial knowledge of managing the studio workflow through a visit to a printing plant. Learn: • Understanding colours and inks for press • Understanding DPI, PPI and LPI • he different forms of lithography with emphasis on

offset lithography • Pre and post press. Managing the workflow • Colour separation • Understanding packaging as an extension of a

brand • Importance of the corporate identity system • Choosing the right stock • Creating prototypes for packaging • Techniques in creating really nice mock-ups

VII. EDITORIAL DESIGNHighlights important aspects on how structuring is done using cohesive editorial content, grids and components through Adobe InDesign. Students will also learn content gathering and create personalities and tone for publication. Divided into 6 sessions for Editorial Design and Adobe InDesign each:

EDITORIAL DESIGN • Editorial design and its objectives • Anatomy of a publication • Creating layouts • Essential layout skills

ADOBE INDESIGN • Working with Adobe InDesign’s features such as

master pages and section markers • Creating paragraphs and character styles • Working with Adobe InDesign’s table feature


06

Design is the end. Thinking is the start. This is the strategic aspect of our marketing and advertising curriculum. The course consists of 7 core modules and 1 major project. You’ll be armed with knowledge and skills in marketing & advertising to complement your design skills. Modules include:

I. CREATIVE THINKINGConceptualise big ideas to meet advertising and promotional objectives. Then applying them to integrated marketing communications and performing strategic evaluation. Learn to differentiate effectiveness from creativity.

II. ADVERTISING OVERVIEWAdvertising 101 discusses topics such as key player, advertising categories, strategy and planning. Benefit from forum-styled discussions on the effectiveness of advertising and message strategising. Get the full scoop on advertising.

III. COPYWRITINGThis module covers the two pillars of creative advertising –– crafting and writing a good ad. Discover techniques, concepts and purposes of copywriting in the digital age and art direction in creative advertising. Complemented by the typography & communication design module, students will be able to apply copywriting and art direction to their advertising masterpiece.

More on: • The Copywriter • Grammar and usage • Styles and target audience • What to say (meetings, presentations and in

creative briefs) • Techniques • Writing for integrated marketing communications

IV. TELEVISION COMMERCIALSLearn how to pen a television commercial script, the importance of briefs, understanding and applying AIDA, as well the correct usage on a film approach with one of the ten commonly used approaches. Discover merits and downfalls. Learn the processes of creating a television commercial from start to finish.

SPECIALIST DIPLOMA IN ADVERTISING & DESIGN CREATIVE THINKING (STRATEGIC ASPECT)


07

V. BRANDINGThrough a series of visual-based lectures on building brand campaigns, understand how values are packaged in visual identity systems. The Corporate Identity & Design module complements the Branding module. This module focuses on: • Brand foundation values • Brand personality • Brand names • Brand space • Brand recognition • Public relations • Brand crisis management

VI. MARKETING OVERVIEWSee how advertising fits into the marketing processes, the strategic relationship between the two concepts and the importance of market segmentation and how market segmentation influences message development. Appreciate the importance of research and formulate findings in consumer behaviour. Complemented by the packaging & print technology, the module encompasses projects within the retail environment.

VII. DIGITAL STUDIOS IIA follow up to Digital Studio I, we head to the next lev-el of computer-aided-design with industry standard applications--Adobe Photoshop and Adobe Illus-trator. Students will be exposed to advanced tech-niques of integrating vector and raster graphics into applications such as Adobe Dreamweaver, Flash and InDesign. Divided into two equal parts, 6 sessions for each application:

ADOBE PHOTOSHOP • Advance layers and masking features • Layer adjustments techniques • Advance colour mode such as working with

Channels • Working with Photoshop 3-dimensional features

ADOBE ILLUSTRATOR • Gradient Mesh • Advanced symbol techniques • Creating 3-dimensional graphics


08

Our most popular and signature formula integrating marketing & advertising into design. Yearning for a trailblazing career as a creative director or owner of your design or advertising agency? This comprehensive course will arm you the strategic thinking and analytical skills to thrive in the advertising and design industry. It is a lethal combination of the Diploma in Communication & Design and Specialist Diploma in Advertising & Design. M.A.D. School’s Professional Diploma in Advertising and Design combines both pragmatic and strategic studies in a never seen before three-in-one pow-wow diploma based on our MAD formula. Benefit from site visits, case studies, hands-on assignments and explorations into contemporary design by creating your portfolio through solid industry-like training. Modules include all pragmatic and strategic modules listed above, as well as:

MAD INTEGRATED PROJECT (MAJOR PROJECT)The final leg of the advertising and design journey involves a holistic MAD integrated campaign project that weaves all the students’ learning. They create a big idea, applying marketing strategies, media planning, advertising strategy and translating them into a final visual assembly through designs. The final work is then assessed and evaluated by a high-esteemed External Panel Assessors (EPA) of industry experts, in a pitch-like presentation.

PROFESSIONAL DIPLOMA IN ADVERTISING & DESIGNMARKETING + ADVERTISING + DESIGN (MAD)


09

At Chatsworth Mediart Academy, we believe that the best way to bring up-to-date information to our students is to have them taught not by ordinary lecturers, but by industrial players active in their respective fields. Here are some of our excellent educators, who have accomplished a great deal in their career.

Our featuredMAD Lecturers


10

Robert Gaxiola Rob Gax is a graduate of the prestigious Pasadena Art Center College of Design in California. Soon after graduation he left for Singapore having headed up the creative departments, as the Executive Creative Director, at FCB, Bates, Batey and Ogilvy& Mather.

Creative Awards of note: 2 D&AD Yellow Pencils, 9 One Show Pencils, 2 Ink Award Grand Prixs, Cannes Lions and a Gold Effie among others.

He returned to the USA only once to work at San Francisco’s famed Goodby Silverstein and Partners. There he worked on Hyundai Motor’s iconic Think About It campaign and HP.

Gax was lured back to Singapore by Ogilvy in 2009 to partner with Stephen Mangham. In the end, they both left and made their breakaway agency MANGHAM GAXIOLA a seriously cool place to work.


11

Richard Lua Richard Lua is an expert in the entire print process, from pre-press to post production, having understudied the techniques and picked up a wealth of printing knowledge from veterans in the field (such as Ming Hwa Envelopes). Richard’s specialty lies in offset printing, where he has additionally developed proficiency in digital print and online design.

He decided to strike out on his own after garnering extensive experience in the field. His agency, Dalmatian, has rendered design services to many corporate and retail companies from different industries to meet their marketing needs. He started his career in print design and gained the full slew of experience and skill set, from being a DTP Designer to an Art Director, before his move into entrepreneurship.

Since 2011, Richard was appointed Academic Manager in Chatsworth Medi@rt Academy. In his capacity, he oversees the responsibility for all academic issues regarding both students and lecturers and crafts industrial-related programmes and conducts tutorial classes for the full-time courses.


12

Ike AnandIke worked thru-the-line as Creative Director and Senior Creative for integrated agencies in Sydney, London and Singapore. Agency experience includes the likes of Ogilvy, DDB, Euro RSCG, Sapient Nitro, Iris, TPG, Squake, Maverick, Donor Cardwell Hawkins, etc. Client experience includes NTUC Insurance, HSBC, Standard Chartered, Intel, Dell, Hewlett Packard, Nokia, Vodafone, Sony, Sony Ericsson, Discovery, Unilever (Axe, Dove, Sunsilk), Reckitts Benckiser, Emirates, Audi, Toyota, Hino, Lexus, Hennessy-Moet, Jack Daniel’s, BlackBerry, Dewar’s, Bacardi-Martini.


13

Eugene Chen Eugene Chen has over 13 years of professional experience as a creative director and an art director at various creative agencies. Eugene is currently managing his own boutique creative consultancy, Elefant, and simultaneously assumes the position of associate creative director at RBW Advertising. Over the years he has developed numerous brand identities and systems as well as branding and marketing campaigns. Some projects and clients include the inaugural Asian Youth Games held in Singapore, SIA, Bintan Resorts, Citibank, NTUC Club, Li-Ning Singapore Open, Yeos, The Select Group & Sorci-age by Wacoal.


14

Joyce Wan As an Art Director with over 13 years of industry experience, Joyce has done everything and anything from conceptualizing campaigns and photoshoots, preparing creative briefs to producing a whole range of below-the-line (BTL) collaterals especially catalogues, brochures and point-of-sales material (POSM) design.

Joyce has worked with several big electronic players like Seagate, Sony (APAC) and Sennheiser to name a few. Even with big names under her belt, Joyce strongly believes that design need not be a talent one is born with, it is a skill that can be learnt and cultivated over time. The more you do it, the better you will be at doing it.


15

Zaki Razak Zaki has worked as an artist and an art director for almost a decade, creating visual concepts and collaterals for corporations and government departments. Zaki’s work has been presented at the Singapore Art Museum and in several other local and overseas exhibitions, including shows in Hong Kong, Thailand, and Australia.

In recent years, Zaki has also made his mark as a curator of innovative art projects and events including Singapura Biarlain: Rumah Terbuka (2011), Is This Home, Truly? (2010), an exhibition of Singapore street artists, and Berita Harian 2: Utusan Melayu (2010), an exhibition of Malay contemporary artists, which included a symposium featuring academics and artists, workshops, and performances. He is a recipient of the Winston Oh Travel Research Grant and was an invited speaker for HAO Summit 2010, a professional development programme for young artists, curators and arts managers. Zaki was recently nominated as one of the finalists for the President’s Young Talents Award, Singapore’s premier commissioning exhibition, featuring the island’s most promising artists under the age of thirty-five.


16

Karin Aue Born and raised in Vienna Austria, Karin lived, studied and worked in Rotterdam, Berlin, London, Zurich and Tokyo. She’s now based in Singapore. She worked as a designer at internationally renowned companies such as IDEO, KesselsKramer and O.M.A. As a freelance illustrator, she established a wide range of international clients like NOKIA, HP, IDEO, National University of Singapore to name just a few. Her passion for design with a strong impact and a clear social component can also be seen in side projects such as the design blog www.graphicbirdwatching.com aiming to connect, support and promote women in graphic design everywhere.

Please visit our website for all of our lecturers:http://www.cma-academy.edu.sg/about/lecturers


17

Industrial Orientation Programme: Get-Out-Of-Class Learning

It’s not often you hear schools telling you to get out of the class to learn. We want you out. Our Industrial Orientation Programme (IOP) exposes you to the innings of the creative industry through interactions with industry experts and professionals. IOP entails:

IndustrialOrientationProgramme


18

1. Adman TalkExperience matters. That’s why we invite industry experts in marketing, advertising or design to share their experiences at our Adman Talk. These inspiring, no-holds-barred sessions allow students to fire questions and gain invaluable knowledge. Past admen include a speaker from Pantone Colour in Hong Kong, award-winning creative directors such as Rob Gaxiola, Kash Sree and Ike Anand; Jostein Solheim, Chief Executive Officer and Vice President of Global Brand Development Ben & Jerry’s.

2. Experiential LearningLoad up on the learning and stir your creative juices through experiences such as film screenings, photographic exhibitions, dance performances, concert attendances, museum visits, poetry readings and more. We intend to provoke students into questioning and processing their interactions with their experiences. Past field trips include visits to Singapore Press Holding, Crowbar Awards, Antalis (the leading paper merchant) and The Swap Show (collaborative exhibition featuring design studios and agencies from cities around the world). An upcoming series ‘Brand U’ featuring Mr. Low Siew Thiam, Chairman of the Global Leadership Forum, will teach students how to brand themselves.


19

3. Lessons Without BordersWe take the class out of the room in our Lessons Without Borders series. Built into the curriculum, the class is invited to a distinguished agency for a creative session of her choice. Chris Lee, Creative Director and Founder of Asylum kicked off the series, followed by Carolyn Teo, Partner at Kinetic.

4. Creative Networking“If you want to go somewhere, it is best to find someone who has already been there.”-Robert Kiyosak. We hold that belief fervently. Our Creative Networking sessions give plenty of opportunities to rub shoulders with the who’s who and maybe land you that dream job upon graduation.

5. ApprenticeshipPut all that you’ve learnt to the test, in the real world. Our design lab Re: Action Design throws out design challenges to students, working with real clients. Discover the entire design process from receiving the design brief to the final production.

6. InternshipInternship is likened to making baby steps into the real working world. We’ll match you up with prospec-tive agencies and companies so you glean experience before turning pro.


20

Here are some of the exciting IOP we planned for our MAD students in the year of 2013:

Uu3DOur students visited Uu3D at Scotts where founders of Kinetic, Pann and Carolyn, shared with us the latest advancements in 3D printing and provided us with much insight into how this form of art is fast making its way into the consumer market. In this successful collaboration between Kinetic and Japan’s own Mikanbako, we got a chance to experience firsthand how to use a 3D scanner and the tedious processes involved in creating the perfect 3D figurine of ourselves.


21

Global Strategy by Ben & Jerrys CEO Jostein Solheim

Lesson without Borders: KineticSharing session with co-founder Carolyn on how the most awarded creative agency function and their secrets

Lesson without Borders: AsylumDialogue session with founder Chris Lee on signature works by Asylum, one of the most awarded local cre-ative agency.


22

Antalis Visit and Conqueror Design ContestA trip down to paper merchant Antalis showed us how a piece of paper, is not merely just a piece of paper. As a platform for designers to showcase their creative works, the right choice in paper will easily bring about a favourable and lasting first impression. Students were also given a chance to participate in the Conqueror Design Contest where the winner will walk away with a 4 Days Tokyo Package to visit Tokyo Design Week.

LinkedIn Singapore Visit“Why and how to profile yourself in LinkedIn?” conducted by LinkedIn Regional Sales Manager Atul Harkisanka.

In today’s modern society with the latest technological gizmo readily available for anyone, anywhere, how you brand yourself online is just as important, if not more important, than how you brand yourself in real life. Hence, to learn more about how our MAD creatives can brand themselves professionally online, we made a trip down to the office of professional networking site, LinkedIn Singapore, to learn more about how to build a successful online profile.


23

RUBBISH FAMzine Issue No.1 Launch Exhibition: GOOGLE TRANSLATING TOKYOTOSometimes, to rediscover who you are, a trip to a foreign country might just do the trick. This held true for Creative Director of Kinetic, Pann Lim, when he and his family spent a 13 day adventure in the land of the rising sun, documenting their journey through Tokyo and Kyoto, with only Google Translate as their official translator. Our MAD students and staff visited Pann’s exhibition @ The Temporium, where he gladly shared with us his reasons for his trip and organising this exhibition. Our students got a chance to learn from one of the most successful CDs in Singapore and obtain valuable insight about the creative industry. Thank you Pann!


24

“One’s destination is never a place, but a new way of seeing things.” – Henry Miller

In a school that champions practical experience over theory-based knowledge, the importance of venturing out to acquire industrial exposure is something that cannot be greater emphasized. Furthermore, given today’s extensive culture of globalization, just keeping within Singapore’s shores rings synonymous with a small fish in a big pond - with myriads of opportunities unexplored. That’s the logic behind MAD School conception of MAD Global, a platform for MAD fanatics who have the desire for exposure to creative industries around the world.

With events ranging from overseas trips to competitions and camps, there’s an activity that caters to everyone’s whims and fancies.

GOING GLOBAL WITH MAD GLOBAL


25

Our Past Study Trips:Adfest (Advertising Festival) in Pattaya, Thailand17 – 19 March 2013

Adstars ( Advertising Festival) in Busan, South Korea22– 24 August 2013

Young Stars (International Advertising Competition) in Busan, South Korea22 –24 August 2013


26

We believe in making positive changes. Not just transforming our students’ lives for the better academically and professionally, but inculcating in them a sense of social responsibility and a desire to make the world a better place. Students are urged to be involved in altruistic and social causes through our Make The Change initiatives. Under the guidance of our creative mentors who are also our lecturers, students are involved in on-going creative, branding, awareness and publicity projects with budding social enterprises and humanitarian entities such as Singapore International Foundation and AVPN. We offer the bridge connecting social enterprises and NGO’s with our students. It’s how we can Make the Change. Some of the projects include:

Creative Services for NGOs and Social EnterprisesWe support NGOs and Social Enterprises with design services for from our volunteers

MTC Scholarship programSupport low income students to study marketing, advertising, design and social entrepreneurship.

MTC workshopsWorkshops to empower NGOs leaders and Social Entrepreneurs in the creative field

Following are the NGOs benefited from our MTC Program in 2013: • CHATS community • AVPN • Veterinarian Without Borders • NVPC • EMPACT • UN Woman Singapore Chapter

MAKE THE CHANGE: MAKING THE WORLD A BETTER PLACE


27

At Awards Lab, everyone’s a winner. Even without bagging an award. It’s a boiler room where students are subject to the rigours of agency environment. And the demands of producing award-winning work. Awards or not, walk away with a winning portfolio.

Awards Lab


28

Multi-award-winning Chen Kai’en pilots the initiative, turning students into prodigies. Taking on real-life briefs, her mentoring swept our students awards such as the coveted D&AD Student Yellow Pencil, four shimmering silver Crowbar Awards 2012 and five beaming bronzes at Crowbar Awards 2012. Ranking us 4th in the Crowbar Awards winning chart. So bring your winning attitude and walk away a winner in every sense.


29

CampaignPeace One DayAwardD&AD 2012, Student Yellow PencilStudentAmelie Kam Pei Wen, Andy Dexiang Xu, Fleur Vella, Goh Ting Yu, Volaine HermeryMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryOpen Brief

CampaignBreathing Life Into StoriesAwardCrowbar Awards 2013, 3 Bronze AwardsStudentBrandon Loh, Jimmy Yap, Seng Hwee HoMentorChen Kai’EnSchoolChatsworth Medi@rt Academy

CampaignIt’s Nice That / Powered By PeersAwardCrowbar Awards 2013, FinalistStudentFuad Rahmat Marcus Ng, Brandon Loh, Joyce TayMentorChen Kai’EnSchoolChatsworth Medi@rt Academy


30

CampaignOral B - CatchAwardCrowbar Awards 2012, 3 Bronze AwardsStudentIdris Bin AfandiMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryAdvertising (Posters Non-Transit)Advertising (Print/Press Newspaper & Magazines)Advertising (Illustration)

CampaignNanoblock - Small Creation, Big StoriesAwardCrowbar Awards 2012, 4 Silver AwardsStudentAndy Xu Dexiang, Chua See Hiang, Kam Pei Wan AmelieMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryAdvertising (Posters)Advertising (Posters Non-Transit)Advertising (Print/Press Newspaper & Magazine)Advertising (Art Direction)

CampaignAscienceAwardCrowbar Awards 2012, Bronze AwardStudentKam Pei Wan AmelieMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryPhotography & Interactive(Digital Imaging and Experimental)


31

CampaignFaber Castell ColorAwardCrowbar Awards 2012, Bronze AwardStudentKam Pei Wan AmelieMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryAdvertising (Illustration)

CampaignHappy ThoughtsAwardCrowbar Awards 2012, FinalistStudentKam Pei Wan AmelieMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryDesign (Packaging)

CampaignFedex ExpressAwardCrowbar Awards 2012, FinalistStudentChua See HiangMentorChen Kai’EnSchoolChatsworth Medi@rt AcademyCategoryAdvertising (Art Direction)


32

“My time in CMA was a great experience; I especially recommend it for those who are keen to enter into the Design and Advertising industries. CMA took extra steps to shape students’ potential in creativity.”

Andy Xu,CMA Graduate, Art Director of Ogilvy & Mather (former Chef)Winner of D&AD Student Yellow Pencil Award, 4 Silvers at the 2012 Crowbar Awards

“CMA is a warm family that accepts anyone who’s passionate about Design. They have trained me up to be an award-winning designer. With their 3-in-1 MAD formula, along with the array of top-notch lecturers, I am all ready to stand out in the creative industry!”

Amelie Kam, CMA Graduate (former Diploma holder in Animation)Winner of D&AD Student Yellow Pencil Award, 4 Silvers & 2 Bronzes at the 2012 Crowbar Awards

“They have a more hands-on approach with teachers who currently work in the industry and they are professional. I get a sense that they are passionate in what they do, and will be the right people to get me in the advertising industry.”

Brendan Leheny, Current Student of CMA (former IT Consultant in Melbourne, Australia)

I am getting the right amount of attention for consultation in CMA, specifically tips on art direction from lecturers to grow further as a designer. Lecturers here are always pushing our limits.

This integration of MAD formula is a very effective and powerful curriculum, especially I learn to be strategic and deliver campaigns that go beyond just the visuals.

Brandon Loh Qi Hao, CMA Graduate (former ITE Graduate)Winner of 2 Bronzes and 1 Finalist at the 2013 Crowbar Awards


33

“My experience in CMA was highly enjoyable and fulfilling, with an atmosphere that’s familial and caring. During my time in CMA, I was able to complete a portfolio unique from the other applicants, having applied the different techniques from the MAD Formula. I also applied the various thought processes I learnt to tackle the interview which impressed the judges greatly.”Natalie Gay, CMA GraduateEntered NTU with CMA portfolio (4 months)

“CMA provides good opportunities to students who look for career switch, practical studies including use of photoshop, illustrator and indesign to build a creative portfolio.” Oona Derickx, CMA Graduate,(former Marketing Manager of European Chambers of Commerce)

Being an expat’s partner following my husband here, I was initially looking for short courses to learn computer- based and came across CMA where Adobe programs were integrated into marketing and design course.

I’m surprised how much I have learnt in CMA despite owning an economics and politics degree. Everything is hands-on here and I like their creative-thinking approach when it comes to teaching.

Groups are generally small and teachers have time to talk to everyone, answer the questions and give advices.Margarita Buttenmuller

“I took up the MAD formula with little design background. The modules allow me to look much deeper into the areas of advertising that are usually the blind-spots of many designers especially on strategy and media planning. With the lecturers’ impartation and professional delivery, I was literally having extra creative jobs at night on top of my internship at that time..” Callison Neo, CMA GraduateAdvance Standing to LaSalle Final Year Degree


34

M.A.D. SCHOOL

Office Monday to Friday 10 A.M. - 10 P.M.Saturday 10 A.M. - 4 P.M.30 Merchant Road #03-22 Riverside Point S(058282)Campus 30 Merchant Road #03-03 to 06, #03-21Riverside Point S(058282)

For Course Enquiry+65 6337 5449Websiteswww.facebook.com/madschooledusgwww.cma-academy.edu.sg


career opportunities: pdad professional diploma · pdf fileindustrial orientation programme...

Documents