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What is Foundry?

Your DMAD experience begins with the common programme in the first semester known as the Foundry. Regardless of the specialisation you will take, you will definitely need some basic foundational skills. In the Foundry, you will learn basic psychological principles, how to tell compelling stories, create effective designs, develop creative thinking and build an entrepreneurial mindset.

Foundry Modules

The world needs stories and as humans we are wired to enjoy them. Brands use stories to communicate and build brand love. You will learn how to harness the power of a good story, to connect and move people to take action.”


Story Craft

The world need stories and as humans we are wired to enjoy them. Brands use stories to communicate and build brand love.You will learn how to harness the power of a good story, to connect and move people to take action.

Topics include: Character Development, Story Setting, Narrative Structure, Effective storytelling.

Principles of Design

These principles apply to all sectors in creative arts. It is the building block of a good design education. You will acquire a firm framework in creating and appreciating art & design.

Topics include: Design principles, Photography, Digital imaging, Illustration tools.

Experience Lab

Creating an experience for users requires creativity and understanding of users. In this module, students will learn ideation techniques to generate interesting ideas, and how to identify entrepreneurial opportunities for their creative solutions. They will also be exposed to basic concepts in psychology to better understand themselves, and others.

Pre-Specialisation modules

Along with the modules in Foundry programme, you will have the choice of taking two pre-specialisation modules in your first semester. These modules serve as a preview to the various specialisations and prepare you for what you will be doing in the specialisations. With the exposure to different specialisations, you will be better equipped to select the specialisation that best matches your passions.

Animation & Games Ready Set Go

This module fosters an awareness and appreciation for animation, game art and design development of interactive media content. You will experience the exciting creative process of design, development and execution in a studio setting.

This is an introduction to the specialisation Animation & Games (AG).

Brand Design Inside Out

Take a curious peek behind the workings of how brands become successful. You will learn how a brand can describe itself to its users, differentiate itself from its competitors, and convey its unique style and DNA through the practice of textual and visual forms.

This is an introduction to the specialisations Visual Communication & Motion Design (VCMD) and Digital Media & Communications (DMC).

Engaging Communities Through Delightful Design

This module equips you with the skills to connect, interact and dialogue with communities to create effective and delightful solutions. You will gain the ability to understand communities by collecting data, analysing observations and addressing insights before streamlining information to target audiences in an instantly understandable fashion.

This is an introduction to the specialisation Experience & Product Design (XPD) & Creative Community Engagement with Psychology (CCEP).

Make Some Sound & Music

See the harmony between music, performance and production. You will gain knowledge of the fundamentals of music and hands-on experience at the digital audio workstations to produce simple pieces. Your creations can be used for apps, games and videos.

This is an introduction to the specialisation Sound & Music (SM).

Storytelling for Digital Media

This module introduces students to the different genres within factual and scripted screen storytelling. They will learn how to engage audiences through their writing and production skills.

Year 1 Semester 1

Module Code

Module Name

Total Hours


Story Craft




Principles of Design




Experience Lab




Pre-Specialisation 1




Pre-Specialisation 2




Digital Communication for Impact (DCI)




Collaboration in the Digital Age (CDA)




Financial Education 1




Education and Career Guidance



The Specialisations

Animation & Games

Creative Community Engagement with Psychology

Digital Media &

Experience & Product Design

Sound & Music

Story & Content Creation

Visual Communication & Motion Design

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