Creativity for Advertising: Generate Strong Concepts from Scratch
conceptualize
A course by Alina Alvarez Etchegaray , Creative Director for Advertising
Joined March 2016
Joined March 2016
About the video: conceptualize
Overview
“Do you know what a creative concept and an insight are? In this lesson I will explain it to you and I will also recommend some processes to spark creativity. ”
In this video lesson Alina Alvarez Etchegaray addresses the topic: conceptualize, which is part of the Domestika online course: Creativity for Advertising: Generate Strong Concepts from Scratch. Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience.
Partial transcription of the video
“conceptualize Surely after researching you came up with many ideas and you already have examples of executions. But don't get ahead of yourself stop all those impulses and go back a little bit. The important thing at this moment is to conceptualize. Let's start by defining what a concept is. A concept is the smallest unit of thought that exists. It is, so to speak, the atom of ideas, the bare minimum to generate a thought. One concept, for example, is freedom. Freedom has no tangible form in the world. There is no such thing as freedom. However, it can be made tangible in some things: in a ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creativity for Advertising: Generate Strong Concepts from Scratch
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Category
Marketing & Business -
Areas
Advertising, Content Marketing, Marketing, Social Media
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.
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