Conceptual Thinking for Advertising Campaigns
Editing Yourself
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: Editing Yourself
Overview
“It's time to start the selection process! At this point, you'll need to go over all the ideas you came up with and narrow it down to the best ones. Culling your not-so-strong ideas is no easy task, but I'll guide you through it.”
In this video lesson Keenon Daniels addresses the topic: Editing Yourself, which is part of the Domestika online course: Conceptual Thinking for Advertising Campaigns. Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy.
Partial transcription of the video
“Editing Yourself In this lesson, we'll cover how to edit oneself, how to take all the ideas that you've come up with previously and narrow them down to your best ones. Here is the tricky part because you need to be strict with yourself and you need to be sure which ideas work best and how you can develop them further. We'll cover something called the morning after test, which is a good barometer for how effective an idea is. It means that you're sleeping on an idea and coming back to it the next day. Then we'll go through how to narrow your ideas down. The morning after test is an effective...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Conceptual Thinking for Advertising Campaigns
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Category
Marketing & Business -
Areas
Advertising, Communication, Content Writing, Copywriting, Creativity, Marketing
Keenon Daniels
A course by Keenon Daniels
Keenon Daniels is a South African copywriter and conceptual thinker based in Sweden. As a child, he always enjoyed watching creative adverts on TV and went on to study copywriting at the AAA School of Advertising in Capetown. After graduating, he worked as an intern at one of South Africa's leading agencies at the time, The Jupiter Drawing Room. There he had the opportunity to work on real-world projects, one of which he won an award for.
Since then, Keenon has won multiple other creative awards, been a judge for the D&AD Awards, and worked in both local and global advertising agencies across two different continents. He currently works as part of an in-house creative team in a tech company. Throughout his career, he’s collaborated with well-known brands including Kia Motors, J&B Whiskey, Hyundai, adidas, Listerine, Schick razors, and more, helping them to communicate creative solutions that improve people’s daily lives.
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- Level: Beginner
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