CAB402 - Creative Portfolio Workshop

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Last revision date May 25, 2020 1:45:21 AM
Last review date Aug 3, 2020 12:15:12 AM

Subject Title
Creative Portfolio Workshop

Subject Description
The primary goal must be to develop a portfolio that honestly reflects your skills and strengths through the completion of an "Advertising Industry" ready creative portfolio for your desired creative stream. In this workshop subject the student will have the closest support possible. Each student will work directly "One-on-One" with a "creative director" (instructor) and with other senior faculty to fill in the gaps in your portfolio. You will concentrate on whatever remedial work that must be done to make sure you have all the skills in place for your first job.

The subject will review presentation techniques and the other skills you'll need to be successful, including the interview and follow-up process. In addition since many ad agency recruiters and industry associations host "portfolio review" nights during the semester you get a great deal of practice and preparation in the subject.

In addition, in this subject students in the ?Creative Stream? will experience the copywriter/creative director relationship, as it exists in advertising agencies. They will focus on the development of their creative concepts, with specific emphasis placed on copywriting. Students will select work already produced in previous semesters and/or on their own for further polishing and final execution. The workshop environment allows for individual coaching in copywriting skills for the student?s advertising portfolio, with one-on-one mentoring and creative direction provided throughout.

This class will work directly with CAB400.

Credit Status
Creative Advertising Diploma

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Identify advertising concepts that have the potential to be big campaign ideas.
2. Demonstrate the ability to listen to, understand and incorporate creative direction.
3. Develop initial ideas into well-written copy with continuity and creative flair
4. Check and edit his/her own copy for spelling, grammar, punctuation, syntax and style
5. Write ads/campaigns that are on-strategy and tailored to the target audience
6. Expand his/her creative portfolio to include several strong ads/campaigns that work
7. Demonstrate the ability to be a self-starter who can plan and work to meet a deadline
8. Gain greater confidence in showing his/her work, in preparation for career interviews
9. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation
10. Understand the purpose of, and effectively meet all deadlines and project requirements.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.