Advertising Creativity: Take your Ideas to the Next Level
The idea and the creative criteria
A course by Ruano Rivera , Creative Directors (Art & Copy)
About the video: The idea and the creative criteria
Overview
“We will deepen on the search of the creative concept, emphasizing the importance of its fluidity to develop transmedia ideas capable of generating integrated campaigns. We will also talk about other criteria to understand what makes an idea or a creative concept good.”
In this video lesson Ruano Rivera addresses the topic: The idea and the creative criteria, which is part of the Domestika online course: Advertising Creativity: Take your Ideas to the Next Level. Learn the basic principles to develop and pitch groundbreaking ideas.
Partial transcription of the video
“Since we saw the creative development, in the lesson we will delve about the concept and the creative criteria, what is important at the time of ourselves being a filter how good is the idea that we will carry out. Let's see. After the creative development is important that we recognize what is the best idea that we generate. Let's be very clear what kind of idea they ask us. Sometimes they are very specific ideas, very executable, and other times they are ideas that we can call concepts. A larger idea that becomes the central axis of a brand or a campaign. Here we will also see things to m...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Advertising Creativity: Take your Ideas to the Next Level
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Category
Marketing & Business -
Areas
Advertising, Art Direction, Copywriting, Creativity
Ruano Rivera
A course by Ruano Rivera
Camilo and Iván make are a creative team. One is an art director and the other a copywriter, but above all they are friends. Their passion for disruptive ideas and fine execution with strategic purpose is what unites them.
They have worked for the last six years as creative directors for Coca-Cola (the Latin Center and Andean region), a brand for which they have won several awards at renowned festivals like Cannes Lions, Clio Festival, London Festival, D&AD, and One Show, among others.
Their greatest pride is creating great ideas for Coca-Cola and making them a reality around the world, including on display at the Coca-Cola Museum in Atlanta, USA.
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