Harnessing the Power of AI for Creative Storytelling
Singapore Management University (SMU), in collaboration with Publicis Groupe, recently conducted a groundbreaking workshop for 37 undergraduates. This endeavor, part of the 13-week SMU-X course ‘Storytelling for Organisations and Brands’ at the Lee Kong Chian School of Business, focused on using advanced AI tools to craft engaging video narratives about Singtel’s role in promoting digital inclusion.
Innovative Approach in Education
The workshop introduced students to an array of AI storytelling tools, including Runway Gen2, Meta AudioCraft, ChatGPT, ElevenLabs, Lexica, DreamStudio, and Clipdrop. They were challenged to develop captivating stories and characters tailored for various audiences and media platforms, applying their knowledge to real-world client projects. The project brief, developed by Leo Burnett Singapore, part of Publicis Groupe Singapore, concentrated on creating compelling stories centered on digital inclusion.
A Milestone Collaboration
This initiative marks the second collaboration between Publicis Groupe Singapore and SMU, aiming to provide students with hands-on experience using the latest AI tools. This time, the workshop, led by Professor Mark Chong from LKCSB and Laurent Thevenet, Head of Creative Technology, APAC at Publicis Groupe, involved working with a real brand, offering students a unique opportunity to apply their skills in a practical setting.
Industry Insights and Recognition
Bill Ang, Director, Brand Marketing at Singtel Singapore, expressed his admiration for the students’ work, highlighting how AI is transforming ideation and co-creation to enhance customer experiences. The top 10 films were showcased at a mini film festival at SMU on November 8, 2023. Professor Chong emphasized the importance of embracing AI and pushing the boundaries of new possibilities, while Thevenet noted the fundamental change AI brings to the creative process.
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Rewarding Excellence and Opportunity
The workshop culminated with internship opportunities for five outstanding students. Belinda Liau, Elvis Ng, and Fong Zhi Yen secured internships as part of Singtel’s Management Associate Programme, while Ang Tze Yu and Muhammad Gaizchary Putra received offers from Leo Burnett Singapore and Publicis Singapore.
Preparing for the Future
Jean-Francois Thery of Publicis Communications, Singapore, praised the collaboration for preparing students for the future workplace, while Professor Chong’s course emphasized the science and art of storytelling, drawing from diverse fields. The University also offers SMU-X Overseas modules, allowing students to work on international projects, demonstrating its commitment to innovative, experiential learning.
This initiative not only showcases SMU’s and Publicis Groupe’s commitment to equipping the next generation with cutting-edge skills but also highlights Singtel’s role in fostering digital inclusion through creative storytelling.
