England’s creative education pipeline is under strain. Enrolments in creative further education are declining, with employers across creative industries reporting that graduates are often ill-prepared for the workplace. With a widening gap between skills demand and delivery, the need for authentic, real-world learning in creative subjects is more urgent than ever. In the West Midlands, Walsall College is tackling this problem head-on. Future Flames Productions is the creative media department’s in-house production company. It has effectively enhanced student skills development and provides a blueprint any college can adapt to its own context.
The concept is straightforward: Future Flames Productions operates as a professional media production company led by students under staff guidance. Established in 2021 by Creative Media lecturer Melissa Tisdale, the enterprise offers learners genuine industry experience, contributes to their assessments and career development, and supports local businesses and community organisations with high-quality video production, editing, and audio content – resources many would not otherwise have access to. Future Flames is also fully integrated into the curriculum, ensuring real-world projects are core to how students learn. The impact has been significant. Students work with real clients on live projects, use industry-standard equipment and build professional portfolios and showreels to support their transition into the workplace.
Through partnerships with local organisations and community interest companies, students also develop employability skills and a practical understanding of the local creative economy. Many projects address social issues such as knife crime, meaning Future Flames also builds civic engagement and social responsibility. In recognition of its success, Future Flames Productions won the Edge Foundation Award for Excellence in Real World Learning at the 2025 Association of Colleges Beacon Awards. Initially used solely by Walsall College’s creative media department, in 2023, the creative enterprise model was adopted by the dance department, Future Flames Performance Studios, and graphic design department, Future Flames Graphic Design. Evidence that it can be duplicated and adapted to various creative contexts.
The case study below draws directly from Walsall College’s experience. In this guide, you will find:
- The rationale for investing in a college creative enterprise – including benefits to learners, staff, the college and community.
- Definitions of staff and student roles within a media enterprise, from Creative Director to Production Assistant.
- Practical insights into creating a brand identity that builds trust with clients.
- Essential operational guidance in areas like terms and conditions development, safeguarding and GDPR compliance.
- Case studies from five years of projects with organisations including Walsall Council, Walsall FC, the local NHS Trust, charitable foundations and community interest companies.
- Honest reflections and lessons learned, including what didn’t work and how challenges were overcome.
- Student testimonials outlining the real-world impact that a creative enterprise has had on their confidence, skills and career prospects.
For college leaders exploring new approaches to employer engagement or lecturers who want to enhance students’ employability through real-world learning, this document outlines how a well-designed creative enterprise can serve learners, staff, your institution and the wider local community.