Digital Content Creation and Production Centre (DCCPC)
The Digital Content Creation and Production Centre (DCCPC) is a newly established platform at the Academy of Film and Creative Technology (AFCT) of Xi’an Jiaotong-Liverpool University, dedicated to advancing industry-education integration and innovative practices in the field of digital content. Leveraging the school’s in-house content production company, the centre closely aligns with industry needs and serves the media and creative sectors with high-level content creation capabilities. DCCPC aims to break down barriers between academic research, talent development, and industrial application, building a collaborative innovation system driven by technology, content, and market orientation.
The mission of DCCPC is to cultivate digital content talents with international perspectives and industry-ready practical skills, facilitate the transformation of creative technological achievements into actual products and commercial projects, and achieve end-to-end coverage from idea incubation to product implementation through deep collaboration with the content production company.
The Centre’s main research areas include: Digital Audiovisual Content Production (film, television, animation, games, virtual production, interactive storytelling); Visual Communication Design and Motion Graphics; AI-Assisted Visual Storytelling and AIGC Applications; Arts and Exhibition Design and Narrative Environment Design; Virtual Production and Extended Reality (XR) Technology Applications; Live Action Integration with AIGC and Virtual Production; AI-Assisted Filmmaking and Cross-Cultural Storytelling; Chinese Mythology, Film Adaptation and Chinese Cinema Studies; Game Development and Computational Arts; Documentary Production and Multimedia Ethnography; Human-Computer Interaction and Electronic Prototyping; Motion Capture and Kinetic Installation Design; Transmedial Narrative and IP Development; Media Discourse Analysis and Visual Literacy; Sound Visualisation and Product Design.
DCCPC will actively collaborate with the academy’s content production company, undertaking real-world commercial projects and innovative experimental initiatives. It will provide comprehensive support to students, faculty, and industry partners throughout the entire process, from idea generation and technical testing to finished output. The Centre will also extensively engage in cooperation with domestic and international enterprises, institutions, and venture platforms to jointly develop industry-influential benchmark projects and branded content.
DCCPC is now open for collaboration with academia, industry, and creative communities. Content creators, technology developers, and cultural institutions are sincerely invited to participate in content R&D, project incubation, and industrial innovation.
For cooperation, please contact the Centre Director: Cheng Fang at Cheng.Fang@xjtlu.edu.cn.
Digital Content Creation and Production Centre (DCCPC)
The Digital Content Creation and Production Centre (DCCPC) is a newly established platform at the Academy of Film and Creative Technology (AFCT) of Xi’an Jiaotong-Liverpool University, dedicated to advancing industry-education integration and innovative practices in the field of digital content. Leveraging the school’s in-house content production company, the centre closely aligns with industry needs and serves the media and creative sectors with high-level content creation capabilities. DCCPC aims to break down barriers between academic research, talent development, and industrial application, building a collaborative innovation system driven by technology, content, and market orientation.
The mission of DCCPC is to cultivate digital content talents with international perspectives and industry-ready practical skills, facilitate the transformation of creative technological achievements into actual products and commercial projects, and achieve end-to-end coverage from idea incubation to product implementation through deep collaboration with the content production company.
The Centre’s main research areas include: Digital Audiovisual Content Production (film, television, animation, games, virtual production, interactive storytelling); Visual Communication Design and Motion Graphics; AI-Assisted Visual Storytelling and AIGC Applications; Arts and Exhibition Design and Narrative Environment Design; Virtual Production and Extended Reality (XR) Technology Applications; Live Action Integration with AIGC and Virtual Production; AI-Assisted Filmmaking and Cross-Cultural Storytelling; Chinese Mythology, Film Adaptation and Chinese Cinema Studies; Game Development and Computational Arts; Documentary Production and Multimedia Ethnography; Human-Computer Interaction and Electronic Prototyping; Motion Capture and Kinetic Installation Design; Transmedial Narrative and IP Development; Media Discourse Analysis and Visual Literacy; Sound Visualisation and Product Design.
DCCPC will actively collaborate with the academy’s content production company, undertaking real-world commercial projects and innovative experimental initiatives. It will provide comprehensive support to students, faculty, and industry partners throughout the entire process, from idea generation and technical testing to finished output. The Centre will also extensively engage in cooperation with domestic and international enterprises, institutions, and venture platforms to jointly develop industry-influential benchmark projects and branded content.
DCCPC is now open for collaboration with academia, industry, and creative communities. Content creators, technology developers, and cultural institutions are sincerely invited to participate in content R&D, project incubation, and industrial innovation.
For cooperation, please contact the Centre Director: Cheng Fang at Cheng.Fang@xjtlu.edu.cn.