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 basic psychological
principles, how to tell compelling stories, create effective designs, develop creative thinking and build an entrepreneurial mindset.
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.
Understanding how and why people think and act the way they do, gives you a clear purpose when you problem solve. Unlocking the human psyche will help you create empathetic & compelling solutions.
Topics include: Human behaviour, Cognitive & emotional perspectives, Empathy study, Trends & issues.
You will learn to leverage your creativity, knowledge and skills for business innovation. This module opens pathways across 3 years to many entrepreneurial endeavors – both inside and outside the school, offering many opportunities to build an exceptional start-up portfolio.
Topics include: The Entrepreneur mindset, Art of relationship building, Idea pitching, Legal & Finance.
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 &
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 introduces you to user experience design, especially displaying information efficiently and effectively beyond merely being attractive. You will gain the ability to collect data, analyse observations and address insights. Using simple prototyping
methods, you will streamline and present information so it can be easily understood.
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 Community & Content Creation
In this module you will engage with communities and audiences using stories. Get into action by getting to know a community. Engage and empower a community whose voice may not be heard. Co-create a piece of artwork together with them and share their stories with the world. You will also learn to tell your story on a digital platform. Come up with ideas to create digital media content - write and produce them so that your target audience will experience and engage with your creative content in a meaningful way.
This is an introduction to the specialisations Creative Community Engagement with Psychology (CCEP) and Story & Content Creation (SCC).
Year 1 Semester 1
Stories are the most powerful way to communicate. A good story captures our attention, makes us feel, shapes the way we think and even influences our actions. Telling a good story is essential in the media and creative industry whether you choose to be a writer or a journalist, a games developer or a designer, a brand specialist or an animated content creator. Through the study of storytelling, students will recognise the power of story in connecting people and shaping the way we see the world. They will learn key concepts from ideation to character development, story world building and narrative structure. They will examine themes and create original stories that will resonate with a target audience. They will learn tools in video storytelling. Ultimately, students will present their story in the form of a media product using audio visual technology.
Principles of DesignMore
Design plays a vital role in shaping and improving the user experience across all disciplines in the creative industry. It is a basic skillset that is core to the creation of effective animations, games, videos, marketing campaigns, etc that users interact with daily in the real-world. This module aims to cultivate these skillsets through the introduction of the basic principles of design. Students will engage in hands-on photography, digital imagining and illustration exercises to expose them to the importance of visual hierarchy and flow, colour theory, typography and other core design elements. They will undergo training to understand the importance of the design process from developing creative concepts, to sketching for communication and finally art directing effective designs for their users across various platforms.
*Creative Entrepreneurship FundamentalsMore
Digital Communication for Impact (DCI)More
This module aims to equip students with key skills to leverage digital communication to engage, inspire and impact stakeholders digitally. They will build an understanding of various digital communication platforms/tools and their benefits and limitations. They will also learn what it means to be a responsible Digital Citizen. Upon the completion of this module, students should demonstrate the competency to design and apply key principles when crafting impactful digital communication about United Nations Sustainable Development Goals (UN SDGs) or a relevant context.
Collaboration in the Digital Age (CDA)More
This module aims to equip students with the skills to collaborate effectively in a team, particularly in a digital environment. This is crucial in light of the global shift to working online precipitated by the COVID-19 pandemic. Students will learn about team dynamics at various stages of team development. They will use Microsoft Teams to collaborate online. They will also evaluate their own teamwork skills and that of their teammates using the CATME framework.
Problem Solving with Creative & Computational ThinkingMore
Financial Education 1More
Education and Career GuidanceMore
This module aims to help students discover their strengths, values and interests. It also supports students in making informed educational and career choices to achieve their career aspirations.
*Creative Entrepreneurship Fundamentals module will run from 5 - 7 June 2023. Attendance is compulsory.