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newSchoolWorks.com › VoTechWorks › Technology & Design › Graphic & Digital Media › Social Content Creation for Graphic & Digital Media › Lesson 12
TEC-DIGI47-06 · Lesson 12 · 17 clock hours · practice

Integrated Social Campaign: Production Sprint

Objective. Students independently produce a complete mini social campaign—four assets across two platforms—meeting a supplied brand brief, content calendar, and accessibility requirements within a timed production window.

⚠ Pending professional review

This lesson, its worked examples and its practice questions has not yet been verified by an industry-certified professional or by a certification or approval body. It is a study draft and may contain errors. Do not use it as instructions for work on a job site or on live equipment. Always follow your instructor, your supervising professional, and current official references and regulations.

VoTechWorks program approval and accreditation are still in progress. Credentials are issued only by the certifying bodies named in each program, after their own exams.

Integrated Social Campaign: Production Sprint

What This Lesson Is

This is your capstone practice session for the Social Content Creation course. You will work independently to produce a complete mini social campaign—four finished assets across two platforms—using a supplied brand brief. This lesson pulls together every skill from Lessons 4 through 9: platform specifications, typography and color, accessibility, animation, vertical video, and file organization. Think of it as a dress rehearsal for professional freelance or in-house production work.

Step 1: Read the Brief Before You Open Any App

Professional designers who skip the brief stage waste hours rebuilding work. Spend the first 30 minutes with your campaign brief, brand asset kit, and production plan template. On that one-page plan, record the following for each of the four assets:

Submit the completed production plan before opening Photoshop, Illustrator, Express, or Premiere Rush. This protects you from scope creep and gives your instructor a checkpoint.

Step 2: The Production Sprint

The sprint runs approximately 12 hours across scheduled lab sessions. You must deliver at minimum:

1. One static post — a single flat image sized for one platform

2. One carousel slide set — minimum three slides with consistent visual style, each sized identically

3. One animated graphic — looping or timed motion, exported as an appropriate file format (GIF, MP4, or platform-native)

4. One vertical video clip — 9:16 aspect ratio, with captions or on-screen text

Work in the Adobe application best suited to each asset type. Photoshop handles raster compositing and photo editing. Illustrator handles vector graphics and logos that must scale without quality loss. Adobe Express accelerates templated posts when time is short. Premiere Rush handles the vertical video clip.

#### Managing Your Time

Divide your sprint hours deliberately. A rough guide:

If one asset runs over, do not abandon another. A rough but complete campaign is more professional than a perfect single asset.

Step 3: Accessibility Is Not Optional

Every asset must be checked against the accessibility checklist from Lesson 5 before you export it. At minimum, two assets must pass the WCAG 2.1 AA color-contrast standard. WCAG 2.1 AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text (18 pt or 14 pt bold) against its background. Use the contrast checker built into Adobe Color or a browser-based tool to verify each text element. Record your contrast ratios in your campaign summary document.

For the vertical video clip, include readable captions or on-screen title cards. For the carousel, every slide that contains text must individually pass the contrast check—not just the first slide.

Step 4: Naming, Organizing, and Delivering

Using the naming convention worksheet from Lesson 3, name every exported file before placing it in the delivery folder. A reliable naming pattern follows this structure:

`[ClientCode]_[AssetType]_[Platform]_[Dimensions]_v[VersionNumber]`

Example: `BRW_StaticPost_IG_1080x1080_v1.jpg`

Your final delivery folder must contain:

The campaign summary must address: brand rationale (why your visual choices fit the brief), platform choices (why each asset went to that platform), accessibility notes (contrast ratios and any alt-text decisions), and a simulated performance goal for each asset (for example, a target click-through rate or engagement rate stated as a hypothesis).

Step 5: Peer Critique

Before final submission, take five minutes with a partner to critique each other's delivery folder. Check:

Give one specific strength and one specific improvement. You do not revise based on peer feedback before submission—this critique trains your professional review skills.

Lab Safety and Equipment Care

During extended lab sessions, practice good ergonomics: adjust your chair and monitor height, take a short break every 60–90 minutes, and avoid blocking ventilation on workstations or laptops. Save your working files frequently—use incremental saves (v1, v2) rather than overwriting. If a workstation shows any electrical fault (sparking, burning smell, tripping circuit), stop work, do not attempt a repair, and notify the instructor immediately. Keep food and liquids away from keyboards and drawing tablets.

How You Are Scored

The integrated campaign rubric has four domains: design quality, technical accuracy, brand consistency, and accessibility. The pass mark is 75% overall. No single domain is graded in isolation—a campaign that is visually strong but fails accessibility or uses wrong dimensions cannot pass on aesthetic merit alone.

Key terms9

Campaign briefA written document from a client or instructor that specifies the brand, target audience, platforms, tone, required assets, and any constraints the designer must follow.
Content pillarA strategic theme category—such as education, promotion, or community—that organizes social media posts so a brand communicates consistently over time.
WCAG 2.1 AAA level of the Web Content Accessibility Guidelines that requires a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text against its background, making content readable by people with low vision.
Contrast ratioA numerical measure of the difference in luminance between a foreground color (such as text) and its background; expressed as a ratio like 4.5:1, with higher numbers meaning greater contrast.
Carousel slide setA social media format consisting of multiple images or slides that a user swipes through horizontally, all sharing a consistent visual style and belonging to one post.
9:16 aspect ratioThe vertical proportional relationship of width to height used for full-screen mobile content, such as Instagram Reels, TikTok, and YouTube Shorts; 1080 × 1920 pixels is the standard resolution.
Naming conventionA consistent, agreed-upon system for labeling files that includes information such as client code, asset type, platform, dimensions, and version number so files can be identified and retrieved quickly.
Production planA one-page document completed before production begins that maps each asset to its type, platform, content pillar, and dimensions, serving as a working checklist throughout the sprint.
Simulated performance goalA hypothesis about how a social asset is expected to perform—such as a target engagement rate or reach—used in professional campaign planning to set measurable benchmarks.
In class: Students receive a final campaign brief at lesson start; they spend the first 30 minutes planning the four assets (format, platform, content pillar, dimension) on a one-page production plan before opening any Adobe application. · Timed production sprint (approximately 12 hours across scheduled lab sessions): students produce all four assets—minimum one static post, one carousel slide set, one animated graphic, and one vertical video clip—using skills from Lessons 4–9, checking each against the accessibility criteria from Lesson 5. · Students assemble a final delivery folder following naming and organization conventions from Lesson 3, write a one-page campaign summary document (brand rationale, platform choices, accessibility notes, and a simulated performance goal for each asset), and conduct a five-minute peer critique before final submission.
Materials: Adobe Photoshop CC; Adobe Illustrator CC; Adobe Express; Adobe Premiere Rush; supplied campaign brief and brand asset kit; platform spec cheat-sheet; accessibility checklist; naming convention worksheet; production plan template
Check: Delivery folder contains all four correctly named and sized assets; campaign summary document is complete; at minimum two assets pass the WCAG 2.1 AA contrast check; production plan is submitted. Instructor scores using integrated campaign rubric across design quality, technical accuracy, brand consistency, and accessibility; pass mark 75% overall.

Practice check8

Answer each question, then check it. Nothing is recorded; this is your own practice.

Design principles and visual communication
1. According to WCAG 2.1 AA, what is the minimum contrast ratio required for normal-sized body text against its background?
Design principles and visual communication
2. A designer is building a carousel for Instagram. The first slide passes a 5.1:1 contrast check, but slides 2 and 3 have not been checked. Which statement best describes the correct approach?
Video and digital media production
3. Which Adobe application is best suited for producing a vertical video clip with on-screen captions for a social campaign sprint?
Project management and workflow
4. Using the naming convention taught in the course, which file name is correctly formatted for a version-1 Instagram static post sized 1080 × 1080 pixels for a client with the code BRW?
Project management and workflow
5. A student has 12 hours of sprint time. After spending 5 hours on the animated graphic, only 7 hours remain for the other three assets. What is the most professional response?
Design principles and visual communication
6. Which file format is most appropriate when exporting a scalable logo-based graphic from Adobe Illustrator for use in a social media campaign where the graphic may be resized at multiple breakpoints?
Communication and professional practice
7. What is the primary purpose of writing a one-page campaign summary document as part of the final delivery folder?
Health, safety, and professional standards
8. During a lab session, a student notices a burning smell coming from a workstation and sees that the power indicator is flickering. What is the correct immediate action?
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