Creative Strategy for Advertising
Finding a Tension
A course by Laura Visco , Creative Leader
About the video: Finding a Tension
Overview
“What is a tension? Why is it important to find one? In this lesson, I will define what a tension is, and I will explore different ways to find one that will make your idea immediately stand out from the clutter. ”
In this video lesson Laura Visco addresses the topic: Finding a Tension, which is part of the Domestika online course: Creative Strategy for Advertising. Learn the steps involved in developing a creative strategy for a brand’s advertising campaign that impacts and engages with their audience.
Partial transcription of the video
“ Finding a Tension In this lesson, we'll find a tension that'll help us build our creative strategy. Sorry to break the news, but advertising is meant to be ignored. We're cluttering people's lives. No one is looking forward to the next ad. You need to find a way to break through and create campaigns that people can connect to, not ignore, and eventually talk about and share with their friends. My secret sauce is to always find some tension, but what is tension? Tension is something that you're rubbing against that will make your work more memorable. This rub or friction ignites an emotion...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creative Strategy for Advertising
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Category
Marketing & Business -
Areas
Advertising, Content Marketing, Creativity, Marketing, Storytelling
Laura Visco
A course by Laura Visco
Laura Visco is a multi-award-winning creative leader in the advertising industry. Her first advertising job came when she was just 19 years old, and she has since spent time working in her native Buenos Aires, Amsterdam, and London where she is currently based.
Laura has worked on successful campaigns for brands like The Coca-Cola Company, Bumble, and AXE. She was named Adweek's Women Trailblazer in 2019, and received 3%’s Three Cheers Award for her efforts to advance diversity in the ad industry. She has judged and spoken at several advertising award shows and events such as D&AD, Marketing Week Russia, and SheSays. Laura’s work has been featured in publications including Adweek, The Huffington Post, and SHOTS.
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- 1,053 students
- 11 lessons (1h 14m)
- 14 additional resources (3 files)
- Online and at your own pace
- Available on the app
- Audio: English
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- Level: Beginner
- Unlimited access forever
