FROM STORYTELLING TO PICTURETELLING IN ART DIRECTION. A CROSS-MEDIA EXPERIMENT TO DEVELOP PRODUCTS FOR REAL CLIENTS

It is not a novelty the successful application of storytelling methods in environments such as education, advertising and business. The integration of storytelling with a wider methodology to think and develop a specific advertising product devoted to a real client, is what could be considered an innovation.

The aim of this presentation is to explain the results of an experiment conducted during Art Direction practice lectures developed by the 4th level of the Advertising and Public Relations students, at the Catholic University of Murcia. The experiment consists in the application of a multimodal methodology that includes design thinking, storytelling and picturetelling, in different stages, in the projects developed for a real client. In this proposal it is also analyzed the client response to the developed projects, through a test that covers all the stages and applied methodologies to the development of each project.

This experience could be considered in the section of new projects and innovations but also as a collaboration among University and Industry.