Conceptual Thinking for Advertising Campaigns
Your Proposal
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: Your Proposal
Overview
“The last step in this unit is to draw up and visualise your ideas. This can be done in whichever format you intend: film script, scamp, etc. The purpose of this is to help others see a clear picture of your ideas. Let's work on this together!”
In this video lesson Keenon Daniels addresses the topic: Your Proposal, 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
“Your Proposal In this lesson, I'd like to show you how to write a script for a film. Your film could be a 30-second TV spot, a 60-second YouTube ad, or a three-minute movie. I’d like to show you how to write this in order for your director, creative director, or your client to understand what will be on screen and what they'll be hearing. Here I have an example for a TV script that was written for a financial services company. How this is formatted is, on the one side you have the visual, the description of what you see on screen. On the other side, you have audio, which is what you hear. T...”
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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