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In recent years fashion industry has recognised the dramatic relevance of new media communica- tion and then it needs to be present in digital chan- nels with compelling multimedia contents. How can we work efficiently with fashion professionals to de- sign an Audio Branding strategy for a digital cam- paign? The framework is composed of the following modules: Visual Thinking, Sound Communication, Video Design and New Media Communication. The module related to Sound is composed of three stages. Audio Branding Congress 2013 - Poster Session - Higher School of Economics, Moscow, Russia gianpaolodamico.com - [email protected]fi.it Introduction Method An educational framework to teach Sound Commu- nication to people with basic technology skills and music composition knowledge. An experimental ap- proach to a responsible use of Sound in new me- dia channels is taught via the support of multimedia contents, mind maps, case histories, agile tech- niques and prototyping via software tools. Solution A survey was conducted to evaluate students’ satisfaction and gained knowl- edge. Some interesting results report the level of satisfaction about the theory on Sound Communication and the practise with a software in the lab . Results Acknowledgments Laboratory Theory Project work Theoretical basics of Sound Com- munication & Branding under the perspective of fashion industry. Practise with a software to build a multitrack composition based on creative commons assets. Design of a multimedia presenta- tion for a potential client interest- ed in an audio branding strategy. Linda Loppa, Danilo Venturi, Aki Choklat and Ruggero Mengoni. Video & sound design Sruli Recht, by Ashu- tosh Saxena and Induj Damodar, Master in Fashion Brand Management, Polimoda, 2012. Video & sound design The Bridge project, by Chiara Muscarà and Oka Lin, Master in Fashion Styling, Polimoda, 2013. Students 155 Projects 105 Best projects 8% yes no ind 84% 8% 16% yes no ind 80% 4% 1 2 1 2 Audio Branding for Fashion: an experiment of education on Sound for a new generation of professionals Gianpaolo D’Amico University of Florence, Media Integration and Communication Center, Italy
