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
- 100% positive reviews (24)
- 962 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
- 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
Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.
All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.
The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.
You can redeem the course you received by accessing the redeeming page and entering your gift code.
ablanco_5
Muy bien explicado, claro y al punto. Excelente.
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jhiber_h_h
un buen curso, aprendí mucho la verdad.
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mixygarcia
Excelente contenido.
Tiene una metodología clara y fácil de seguir para desarrollar conceptos creativos.
Me gustó mucho.
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shadonw_studio
PlusME GUSTO!!!!
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l_frank
¡Excelente!
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