Creativity for Advertising: Generate Strong Concepts from Scratch
A course by Alina Alvarez Etchegaray, Creative Director for Advertising
Joined March 2016
Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience
Joined March 2016
A strong, eye-catching idea at the center of a communication is what makes a campaign effective and memorable. In this online course, immerse yourself in the advertising industry and learn to put together a successful creative proposal from scratch.
Creative director Alina Álvarez Echegaray, who's worked for brands like Samsung, adidas, Heineken, Oreo, and MINI, teaches you to develop creative ideas and influence the audience's behavior. Discover how to work with insights and turn a strong creative concept into a professional ad campaign.
What will you learn in this online course?
14 lessons & 24 downloads
What's included in this course?
Begin the course by getting to know Alina Álvarez Echegaray, who talks about her career in advertising and shows you the influences that have inspired her most over the years.
Next, go over some fundamental concepts about the advertising industry. Discover the characteristics of a good communication campaign, the different types of advertising out there, and the individuals that make up a creative team. Learn what a brand is and the various elements that comprise one before familiarizing yourself with marketing funnels.
Time to get to work on your campaign! Start by creating a brief and researching the industry in question, the target audience, and the competition. Then, explore a range of methods to promote lateral thinking and help you reflect on the insights to generate a creative concept. Now get ready to turn your idea into a graphic piece and think about how to adapt it to different points of contact.
Bring the course to a close by designing a presentation for your campaign. Alina also shares some tips for expressing your ideas in the most captivating way possible.
- 100% positive reviews (35)
- 1,143 students
- 14 lessons (1h 55m)
- 24 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish · Romanian · Indonesian
- Level: Beginner
- Unlimited access forever
What is this course's project?
Using a fictitious brief, develop a creative idea along with a presentation.
Who is this online course for?
Anyone interested in working in the advertising industry or starting their own business.
Requirements and materials
You don't need any previous experience to take this course, just a computer with a presentation program.
Reviews
Alina Alvarez Etchegaray
A course by Alina Alvarez Etchegaray
Alina Álvarez Echegaray is a creative advertising director from Mexico. She has worked on a wide range of projects and with various agencies, from traditional advertising like television, radio, and out-of-home, to events, activations, and, above all, online advertising. She is currently creative director at a start-up, building brands with a modern outlook.
Throughout her career in the advertising industry, she has collaborated with big-name brands including Samsung, Luuna, Heineken, adidas, Doritos, MINI, Novartis, Oreo, Ritz, Moët Chandon, 7up, Aspirina, and Salesforce. She has been recognized with awards such as ASPID and IAB Mixx as well as participated as part of the judges panel for Círculo de Oro, Círculo de Creativos de México, and Young Lions. She has also given talks at a number of universities and companies across Mexico.
Content
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U1
Introduction
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Presentation
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Influences
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U2
Advertising industry
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A creative campaign
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Context: creative teams
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What is a brand?
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The marketing funnel
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U3
A creative advertising campaign
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Create and interpret a brief
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Research: knowing what you sell
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conceptualize
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master graphics
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adapt the idea
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U4
Additional Tips
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Tell a story
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The presentation
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The bell
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FP
Final project
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Creativity for Advertising: Generate Strong Concepts from Scratch
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
You’ll learn how to develop creative campaigns, craft briefs, build brand identity, collaborate in multidisciplinary teams, and deliver effective presentations for various media, both digital and traditional.
Yes, this course is designed for those with basic advertising knowledge who want to deepen their understanding of creative processes, branding, and agency work.
No advanced degrees are required, but having prior experience or basic knowledge in advertising, design, or communication is recommended.
The course covers advertising planning, creative briefs, brand identity and personality, ATL and BTL campaigns, digital strategies, effective presentations, and agency roles.
You only need internet access, basic presentation tools like PowerPoint or Keynote, and recommended design software, though these are not mandatory.
It prepares you for creative and strategic roles by enhancing your ability to work in teams, conceptualize campaigns, and present ideas convincingly.
Yes, the course includes strategies and examples for campaigns across digital, ATL, and BTL media, including segmentation, marketing funnels, and media buying.
Excelente Curso
Completo e super abrangente!
Buen curso y bastante eficaza
esta perfecto... me encantó
Excelente curso, me ayudó a aclarar mis ideas, emocionante, interesante, claro y llega en el momento preciso a mi vida.
Gracias.