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MMAM（FTP） Coursework Module Assignment Three Tutor’s Report, 21 November 2023
MMAM ( FTP ) Coursework Module: Assignment Three Tutor’s Report, 21 November 2023
Brief: Use digital software to devise a fully integrated multimedia campaign to encompass posters, print advertising and social media. The brand or product may be that from Assignment One, a different fictional brand or an existing popular brand. Create two elements for submission.
Overview: The group know each other better now and are familiar with each other’s working styles and abilities. The third assignment demonstrated a significant step forward in their relationships and, as a result, an improvement in the quality of work produced, with group members helping and advising each other. The result was six projects that I am proud to display on the screens in the foyer of the Media Arts building before the Christmas break. The object of our first three assignments has been to integrate the group into a supportive, productive team. I am happy to report there is now a solid foundation on which to build as we move into the final project phase.
Jemisha Badhuri
Jem chose to create an integrated campaign for her ocean animal charity from Assignment One. She devised a prototype well-being app that allows the user to play calming ocean sounds whenever they feel stressed or anxious. Its monthly subscription fee would benefit the charity. She also devised an e-poster for train stations, airports and escalators, which incorporated waves washing over multiple screens. Jem’s app was well conceived and executed, but her 2D screen campaign was outstanding and showed a particularly professional hand, especially surprising given that she has no experience in this area and so far has only worked in familiar mediums on this course. The success of her design demonstrates a willingness to venture out of her comfort zones of clay and sound and try her hand at something different. Grade: A–
Patrick Bright
Patrick again chose to work on a campaign for his shop. His first element was an extensive e-billboard ad campaign, designed to be displayed alongside major roads. His second element was a social-media reel that incorporated a quotations game, with quotes relevant to art supplies. While a trade-based supplies company would probably never require either of these, the simple design of pencils and paintbrushes falling like rain was eye-catching enough and showed that he has at least started to work with FlowHand 11. His quotations game revealed that Patrick is unfamiliar with the sort of content likely to go viral on social media. However, inadvertently he managed to create something that potentially could. As ‘The pen is mightier than the sword’ scrolled across the screen, it froze on ‘pen is’. Grade: B–
Jonathan Danners
Jonathan devised a multimedia campaign for his family art gallery. It comprised a print ad and e-poster for local bus stops and roads, intended to drive footfall to a new (fictional) exhibition. It was entitled ‘The Beauty of Fraud’, a quirky event featuring artworks known to be clever fakes, such as an image of the Mona Lisa melting into an inflatable Halloween skeleton with an alarming decomposed skull, to demonstrate that one never knows what is lurking beneath the surface. Jonathan’s campaign was a clever idea but never quite delivered, thanks to his basic lack of technical ability. While collaboration is encouraged on MMAM , Jonathan would also do better if he concentrated on his own work and not that of others. Grade: C–
Alyson Lang
Alyson once again delivered an ad campaign as good as, if not better than, any devised by a top agency. She also showed her confidence and courage in that she chose a completely new project. Her print and poster ads were part of a (fictional) recruitment campaign for Royal Hastings, advertising for a senior tutor on this very course. Her poster depicted an unhappy woman in a suit gradually becoming less conventional in her dress until she was relaxed and happy in her new role. She set herself a difficult task and not only achieved her aim, but excelled. Grade: A+
Ludya Parak
Ludya continued her ad campaign for the paddleboarding school of her first assignment. Unfortunately, she came unstuck early in its execution, because beyond a reel of her personal snaps of children paddleboarding, there wasn’t much else to work with. Most of the pictures included Ludya herself, revealing that she wasn’t even the main photographer for this piece. Ludya submitted her work five minutes before the deadline, alongside a special-consideration form citing ‘personal reasons’ preventing her from completing the task to the best of her abilities. She has submitted a special-consideration form with every assignment so far. Her design feels rushed and not up to her usual standard of solid competence. She needs to balance her time effectively between this course and her paid work. Grade: D–
Cameron Wesley
Cameron submitted a solid campaign of e-posters and print ads for a well-known brand of tampons and sanitary towels. It was designed to highlight the company’s ecological credentials and sustainable, biodegradable materials in the face of competition from reusable products. A quick google took me straight to a trade-paper article about the campaign, which ran six years ago, was nominated for an industry award and was devised by the company Cameron worked for at the time. He is not even named as a creative on it. I cannot grade Cameron for work that is clearly not his. He has been contacted and a meeting requested to discuss his future on the course. Grade: Ungraded
Doodle message group [Private] Hannah and Cameron, 21 November 2023:
Hannah O’Donnell
Your assignment is ungraded again. Can you meet with me and Gela this week?
Cameron Wesley
Bit busy. I’ll submit something else.
Hannah O’Donnell
Nonetheless, we’d like to discuss how best to support you in completing this course.
Cameron Wesley
Gela knows why I’m not as productive as the others. I’ll try and send something by the end of the week.
Doodle message group MMAM ( FTP ), 21 November 2023:
Jem Badhuri
Cameron, did you not submit anything at all?
Patrick Bright
He hasn’t been on Doodle for ages, Jem.
Jem Badhuri
I think he’s going to leave the course. Gela will have more time for the rest of us.
Patrick Bright
I hope not. One less team member to muck in on the final project.
Jem Badhuri
I’m stoked about my grade for Assignment Three. 2D is a nightmare for me. I find the software easy enough to use, but I know my strengths and weaknesses. I think and work in three dimensions.
Jonathan Danners
You seem to have mastered 2D for this assignment.
Jem Badhuri
Yes, phew! I hope we get to do some proper construction for the final project. I’d love to explore salvaged materials.
Alyson Lang
Gela says a keypad will be in place when we get back from the Christmas break. It’d better be.
Jem Badhuri
Interesting what Gela was saying about building a team, so we each have different responsibilities for the final project. Can we choose what we do?
Patrick Bright
Was wondering this myself. Don’t want to be landed with tasks I’m not able to perform and letting the whole team down. But I spoke to Gela and she assured me she’ll give us each a role that suits our skillsets, but also stretches us, so we learn.
Ludya Parak
I can’t commit huge chunks of time. Personal reasons.
Jem Badhuri
Gela decides? OK. Thanks, Patrick.
To: Gela Nathaniel
From: Jemisha Badhuri
Date: 21 November 2023
Subject: The Final Project
Hi Gela,
Patrick said you choose who gets to do what for the final project.
I would like to put myself forward for the role of project manager. I may be the youngest, but I’ve been an artist for longer than either Jonathan or Patrick and my youthful outlook means I can connect with a younger audience, which is usually what advertisers want, according to Cameron.
I approach obstacles with a can-do attitude and I get on with everyone. The final project is for a company that makes parts for radios, which I’ve been listening to my whole life. I am very aware of the other personalities on this course and what their limitations are. Ludya is chaotic and lazy, unless she’s being paid. Alyson is good, but she knows it. Jonathan really should have chosen a beginners’ course. Patrick is a nice man, but lacks energy and direction. Cameron is probably going to leave the course anyway.
My dad is very generous. He helped fund the degree show at West Middlesex, where you saw my work for the first time and asked if I wanted to apply for this MA . Seems so long ago now! I know he’ll want to donate something to Royal Hastings’ art department too.
Happy to chat after tomorrow’s session.
Jem
To: Jemisha Badhuri
From: Gela Nathaniel
Date: 22 November 2023
Subject: Re: The Final Project
Dear Jem,
Thank you for your email and kind offer to lead the final project. Further to our chat today, I’ll be outlining RD 8’s brief next week and appointing roles for the pitch meeting and the project itself.
Let’s just say every student will get the role that best suits their experience, skillset, personality and scope for improvement. All will be revealed in due course.
Gela
Doodle message group [Private] Jem and Patrick, 22 November 2023:
Jem Badhuri
So excited! Gela is going to ask me to lead the final project.
Patrick Bright
Well, congratulations.
Jem Badhuri
She hasn’t said so in as many words, but I can read between the lines.
Patrick Bright
To be honest, I feel very uncomfortable.
Jem Badhuri
Oh no, poor you. Why?
Patrick Badhuri
If I tell you, you must promise not to breathe a word to anyone.
Jem Badhuri
I promise.
Patrick Bright
It’s Alyson and Jonathan. To put it delicately, I think they’re having an affair.
Jem Badhuri
OMG ! But she’s married.
Patrick Bright
Quite. She’s mentioned the husband giving her a lift in several times.
Jem Badhuri
I noticed a change in the way they spoke to each other, but have you seen anything conclusive?
Patrick Bright
You know I drove in yesterday, well, after the session I got all the way to the car, only to realise my phone was still in the studio tray. By the time I’d trudged back, everyone had gone and the front door was locked. I nipped to the rear doors. From there I saw Alyson and Jonathan at the sink in the cutting room, just chatting, close together, but nothing untoward. I was about to clear my throat when he gave her a peck on the cheek and moved away to the cupboard.
Jem Badhuri
Is there a rule against students having affairs? Should Gela be told?
Patrick Bright
I don’t think there is such a rule. It’s not our business. It’s simply that I find it very awkward.
Jem Badhuri
But how can Jonathan even *like* a woman who set fire to his Assignment One model?
Patrick Bright
Attraction is complicated. Some people like to be dominated. I think.
Jem Badhuri
Her husband, though! He deserves to know.
Patrick Bright
Not at all. Ignorance is bliss. Anyway, he may already be aware. Relationships can be strange.
To: MMAM ( FTP )
From: Gela Nathaniel
Date: 30 November 2023
Subject: Final Project – the pitch
Dear all,
Further to our session today, here are the details you’ll need as we prepare for our pitch to RD 8 on 12 December. You will each have a part to play in the meeting, with clearly defined discussion points relating to the roles you’ve been assigned. Please spend the time between now and then working on what you’ll say to the panel. Please also research the industry of cloud-based communications systems and the company RD 8. But most of all: ideas! In our preparation sessions I expect each of you to contribute at least three creative ideas for the company’s big event next summer.
Remember, this project will be 50% of your final grade. You will work on it together, then write a long essay from your personal point of view. In this you will analyse where it went right and (hopefully not too badly) wrong, and what you learned from the experience. In the meantime, here is the team list:
Jonathan Danners
project manager
Alyson Lang
creative director
Ludya Parak
time manager
Patrick Bright
resource coordinator
Jem Badhuri
financial manager
Cameron Wesley
teamworker
The project manager will assign other roles as and when they arise. These titles form the structural foundation of the team, but you will all help to shape the creative vision and take a hands-on approach to constructing the installation to the client’s brief.
I hope you’re all looking forward to this exciting adventure!
Gela
Doodle message group MMAM ( FTP ), 30 November 2023:
Alyson Lang
I’ve just heard some good news. Guess what it is.
Jonathan Danners
Cameron, I’d like you to take notes at the meeting on Tuesday.
Patrick Bright
He’s left Doodle, Jonathan.
Jonathan Danners
Does anyone know his phone number?
Patrick Bright
I’ll take notes, I don’t mind.
Jonathan Danners
Thank you, Patrick. I’ll take over when it’s your turn to speak.
Ludya Parak
I don’t bother preparing for meets. Prefer to wing it. All this build-up creates nerves and a lack of flow in the presentation. Plus I’ve got stuff this weekend.
Jem Badhuri
Personal stuff?
Jonathan Danners
If Cameron was still in this group, he’d confirm that in the real world there would be competition for a contract like this. We’d be fighting for it, so we’d have to prepare. Luckily Gela has already done the difficult bit of winning the commission.
Ludya Parak
Yes, personal stuff, as it happens.
Jem Badhuri
I’m going to ask Gela to change my role. Numbers aren’t my thing.
Alyson Lang
She must’ve been impressed with your calculations when you were trying to get me kicked off the course for stealing.
Jem Badhuri
I don’t know what you’re talking about.
Alyson Lang
Apparently you had a spreadsheet and everything.
Jem Badhuri
Stuff went missing whenever you stayed overnight – anyone would be suspicious.
Ludya Parak
You actually did that, Jem? Wow. That is devious.
Patrick Bright
Now, now, Jem only saw something she thought was awry and didn’t want the whole department to suffer. In any case, it was weeks ago. Water under the bridge.
Alyson Lang
I don’t want to work with Jem.
Jem Badhuri
I don’t want to work with Alyson. Or Jonathan, but fat chance of that, seeing as Gela put him in charge. At least Cameron has gone, because he’d be a nightmare. Patrick is the only nice person on this course.
Ludya Parak
Settles down with snacks to watch the entertainment.
Jem Badhuri
I don’t want to work with Ludya, either. I’d end up doing everything. I know her type.
Jonathan Danners
I’d be careful about throwing accusations around, Jem. When you point the finger at someone, there are three fingers pointing back at you.
Ludya Parak
OK, so by ‘my type’ you mean … ?
Alyson Lang
We don’t have to like each other. We just have to work together.
Jem Badhuri
The team list is a joke. Ludya in charge of time management? She can’t manage her own time, let alone everyone else’s.
Jonathan Danners
Gela has appointed roles that challenge us.
Ludya Parak
I haven’t been a professional in this industry for fifteen years without being a good time manager. If I was sitting on my arse all day with nothing else to do, I’d submit my projects on time. I’m not. Anyway, I submitted your assignment on time, didn’t I?
Patrick Bright
What do you mean, Ludya?
Ludya Parak
Jem commissioned me to do her 2D assignment. I’m a PROFESSIONAL, so of course I accepted the job. She got a B+.
Alyson Lang
I could tell it was your work from a mile away. Gela knows too, btw.
Ludya Parak
I know she knows. What I don’t know is who told her? Did you, Alyson?
Jonathan Danners
Team, let’s chill out. We know each other better now. We’ve got our main project coming up. We can look forward to working together in a spirit of collective creativity. We all want to learn the art of turning our skills and talents into professional employment. It’s what we signed up for when we applied for this course and I, for one, am here for it.
Jem Badhuri
You, for one, are the least professional person on this course. Ask Patrick. He saw you and Alyson kissing in the cutting room. He was disgusted.
Ludya Parak
Whoa! This group is getting wilder by the minute.
Patrick Bright
Now I told you that in confidence, Jem. That’s not our, or anyone else’s, business.
Jonathan Danners
Team members’ personal lives have no relevance to the project.
Jem Badhuri
Not even when one of them is married? What would Alyson’s husband say if someone felt he deserved to know and told him?
Alyson Lang
Is that a threat, Jem?
Jem Badhuri has left the group.
Cameron Wesley has joined the group.
Cameron Wesley
OK, so Gela says I have to re-join this Doodle nonsense for the final project. Any news?
Jonathan Danners
You’ve got the role of teamworker, Cameron.
Cameron Wesley
Too vague. I respond best to positive, forward-thinking job titles.
Ludya Parak
Teamwanker
Ludya Parak has left the group.
Cameron Wesley
Team leader or management consultant. I’ll speak to Gela. She knows I lose interest if I’m not in charge.
Patrick Bright
Team MMAM . We’ve cleared the air and I’m now leaving the group – temporarily – to concentrate on my research. I’ll see you all bright and early Tuesday, ready to refine our pitch to RD 8.
Patrick Bright has left the group .
Alyson Lang
Anyway the keypad will be fitted on Friday.
To: MMAM ( FTP )
From: Hannah O’Donnell
Date: 1 December 2023
Subject: Final Project brief
Dear all,
I’m delighted to include below your brief for the final project.
Brief: RD 8 is planning to launch a new system that blends radio waves with cloud technology for a new generation of mobile payment systems. The MMAM team has been commissioned to create a multimedia installation in the foyer of RD 8’s headquarters for the launch event. It is to be an eye-catching, interactive, showstopping feature, experienced by guests at a summer-evening champagne reception. It should inspire, entertain and educate, alongside the company’s own speeches and presentations. Students are encouraged to minimise the risk of controversy and bear in mind RD 8’s commitment to inclusivity, regardless of gender identity, race, ability-status, age or religion.
Deadline: 30 May 2024
Approved by: Angela Nathaniel, course tutor
Doodle message group [Private] Hannah and Gela, 4 December 2023:
Hannah O’Donnell
I still don’t have the diversity forms for the MMAM ( FTP ) class.
Gela Nathaniel
You know what it’s like in the studio. Always messy with paint, clay, glue, etc. I’m waiting for a clean day to hand them out. Bear with.
Hannah O’Donnell
Thanks, Gela.
Message group: 2024 Examiners, 30 May 2024
Ben Sketcher
Hi Karen, just wondered, do you have contact details for Hannah O’Donnell? She is/was admin for the MMAM ( FTP ) course.
Karen Carpenter
Let me finish eating this cake.
Tilda Ricci
Is there a problem with your access to the Doodle archives, Ben?
Ben Sketcher
I’m interested in Hannah’s opinion on the group. To put it politely, some members didn’t get along, and it isn’t always clear – even with access to their Doodle messages – how far they were prepared to take that hostility.
Karen Carpenter
Well, I see she’s still in her role at RH . I can give her your details?
Ben Sketcher
Thanks, Karen. She may be a witness to something.
Tilda Ricci
A witness? I’ve been reading the messages and I have to agree the atmosphere was not particularly harmonious. But you think someone had a hidden agenda?
Ben Sketcher
Something like that.
Karen Carpenter
I’ve noticed something funny, Ben! You’re an external examiner for an *art* course – and your name is ‘Sketcher’!
Karen Carpenter
Ha-ha-ha!
Ben Sketcher
Actually it’s an occupational surname, like yours, Karen. Sketcher comes from the Yiddish word Shekhter . It means ‘ritual slaughterer’ or ‘butcher’.
To: MMAM ( FTP )
From: Gela Nathaniel
Date: 4 December 2023
Subject: Agenda
Dear all,
As promised, here is our agenda for the important MMAM ( FTP ) meeting so that we can spend this week preparing our pitch for the big day. Remember your participation in, and contribution to, these meetings will be marked as part of your final grade. The very straightforward agenda is below.
Discussion of roles
Research into RD 8 and cloud solutions
Ideas! Ideas! Ideas!
If you have your own agendas, please post on Doodle and I’ll log in before the session to make sure we discuss everything.
Gela
Doodle message group [Private] Jem and Gela, 4 December 2023:
Jem Badhuri
Gela, can I speak to you in confidence? Certain students are bullying me. I need to know you’re on my side.
Gela Nathaniel
That’s awful. I’m sorry to hear that, Jem. Royal Hastings has protocols in place for this. Would you like me to lodge the complaint for you? In the first instance you will be asked to describe the bullying to an impartial member of admin staff – that is, someone who isn’t involved with our course.
Jem Badhuri
No need for that. Let’s keep it between us. You can help improve the situation quite easily if you agree with me more often in the studio. That would really help me get my voice heard.
Gela Nathaniel
May I ask who it is that bullies you, and how?
Jem Badhuri
Alyson and Ludya. Cameron probably would, if he ever spoke to me; and since Jonathan forgot what happened to his assignment one model, and started an affair with the woman who set fire to it, he’s been talking down to me too. Patrick is the only one who doesn’t.
Gela Nathaniel
OK, well, I’ll see what I can do.
Doodle message group [Private] Gela, Jonathan, Alyson and Ludya, 4 December 2023:
Gela Nathaniel
Please, everyone, make allowances for Jem. Despite everything, she’s a fireball of ambition, notices the smallest nuance of behaviour and could very easily become the troublemaker who disrupts this whole thing, if we’re not careful.
Doodle message group [Private] Gela and Ludya, 5 December 2023:
Gela Nathaniel
Alyson and Jonathan are getting less discreet.
Ludya Parak
It shouldn’t affect anything.
Gela Nathaniel
Jem and Patrick don’t like it.
Ludya Parak
It’s none of their business. Or anyone else’s on the course.
Gela Nathaniel
I think Jem may have been a little sweet on Jonathan at the start. She’s always seen Alyson as a rival, now this too. I’ll stamp on any complaints that come my way, but please be careful how you speak to her.
Ludya Parak
Sorry, I’ve got a lot going on with the kids. OK, I’ll see if I can get them to tone it down or deflect.
Gela Nathaniel
Something that doesn’t involve setting fire to the studio again, please.
Doodle message group [Private] Gela and Alyson, 5 December 2023:
Gela Nathaniel
Do you know what you’re playing with?
Alyson Lang
What do you mean?
Gela Nathaniel
You and J. It disrupts the other students.
Alyson Lang
We’re two adults who met and fell in love. Happens all the time.
Gela Nathaniel
It adds an unnecessary layer of risk.
Alyson Lang
While they’re gossiping about our steamy affair they’re not noticing anything else, are they?
Doodle message group [Private] Gela and Jonathan, 5 December 2023:
Gela Nathaniel
Just a quick word. I hope you and Alyson can be more discreet in future. An obvious relationship can disrupt the harmony of a group.
Jonathan Danners
I’m sorry. We should have been more careful.
Doodle message group [Private] Cameron and Gela, 5 December 2023:
Cameron Wesley
Can’t make the course days this week. Something’s come up at the office. I’ll be there on the 12th. Wouldn’t miss that for the world.
Gela Nathaniel
OK, thanks for letting me know.
Cameron Wesley
Kiss-kiss.
Gela Nathaniel
Kiss-kiss.
To: MMAM ( FTP )
From: Gela Nathaniel
Date: 5 December 2023
Subject: New entry system
Hello all,
Some of you will already have noticed the studio door now has an electronic keypad. This means only people with the code can enter the studio. The door is opened from the inside by pressing the green button on the left, although I’m assured that, in the event of a fire, throwing yourself against it will do the trick.
The code is F3919A. Of course it is confidential and not to be shared with anyone outside our group. See you later for our exciting pitch preparation session in the studio.
Gela
Doodle message group [Private] Jem and Gela, 5 December 2023:
Jem Badhuri
Dad’s been helping me research RD 8 and you’ll never guess what they pioneered a few years ago: binaural sound! I know all about this from my sound course. It’s super-innovative. I think you should consider reappointing the roles so that our project leader has some knowledge and experience of the client’s key tech.
Gela Nathaniel
Thanks for letting me know, Jem. I don’t think their new system incorporates binaural sound, but perhaps Mae and her team can confirm either way. If so, then I’m sure your expertise will be beneficial to the team, and to Jonathan as project leader.
Doodle message group [Private] Hannah and Gela, 6 December 2023:
Hannah O’Donnell
Your MMAM diversity forms?
Gela Nathaniel
Sorry, sorry! Soon, I promise. Only our first session preparing for the client pitch is about to start. I’m literally going in now.
Hannah O’Donnell
OK. As soon as you can.
Doodle message group [Private] Gela, Ludya, Jonathan and Alyson, 6 December 2023:
Gela Nathaniel
Are you OK, Ludya?
Ludya Parak
Yep. Thanks for asking.
Doodle message group [Private] Patrick and Gela, 6 December 2023:
Patrick Bright
Do you want me to write the meeting report as if everything went smoothly?
Gela Nathaniel
Yes, please. And thank you for stepping in.
