Specialization in Strategic Creativity for Advertising

Course summary

• U1: Getting Inspired

  • Introduction

  • Influences | Nick Eagleton

  • Influences | Keenon Daniels

  • Influences | Jayshree Viswanathan

  • Influences | Paul Anglin

  • Influences | Laura Visco

  • Influences | Andre Matarrazo

• U2: Creative Thinking 101: Generate Groundbreaking Ideas

  • Gathering Inspiration

  • Getting Prepared

  • The Brief

  • First Thoughts

  • Making Connections 1

  • Making Connections 2

  • Choosing the Best Ideas

  • Shaping and Refining Your Ideas

  • Getting Unstuck

  • Refining Your Ingredients

  • Preparing Your Story

  • Making Your Pitch

• U3: Conceptual Thinking for Advertising Campaigns

  • The Basics of Advertising

  • Rules and Brief 1

  • Rules and Brief 2

  • Research

  • Brainstorming and Mind Maps

  • New Ideas and Opposite Thinking

  • Crafting Your Concept 1

  • Crafting Your Concept 2

  • Editing Yourself

  • Your Proposal

  • Convincing the Audience

  • How to Keep Going

  • Final Outcome

• U4: Copywriting for Advertising

  • What Is Advertising Copywriting?

  • What Makes Copywriting Influential?

  • The Thinking before the Writing

  • Developing Headlines and Art Direction

  • Translating the Creative Brief

  • Feeding Your Creative Mind 1

  • Feeding Your Creative Mind 2

  • Shaping Your Thinking

  • Developing Your Thinking

  • Polishing and Presenting Your Work

  • Using Visuals to Enhance Copy

  • The Writing behind the Thinking

• U5: Tone of Voice in Copywriting for Brands

  • What Is Tone of Voice?

  • Why Do Brands Need It? 1

  • Why Do Brands Need It? 2

  • What Are You Creating?

  • Who Are You?

  • Who Are You Talking To?

  • Persona, Brand Identity, and Philosophy

  • How Does That Sound?

  • Tools at Your Disposal

  • Modulate Your Tone of Voice

  • Typographic Poster: Short Version of the Guide

• U6: Creative Strategy for Advertising

  • Creativity Is Personal

  • What Is Creative Strategy?

  • Gaining Perspective

  • Finding an Insight

  • Finding a Tension

  • Putting It All Together

  • Defining a Tone of Voice

  • Defining the Creative Strategy

  • Practical Advice for the Creative Process

• U7: Agile Sprint Planning: Build Effective Advertising Campaigns

  • What Is a Sprint, Why You Need It and What Is Our Project

  • Remote or in-Person: The Difference

  • Decisions: Brief, Prototype, Testing and Duration 1

  • Decisions: Brief, Prototype, Testing and Duration 2

  • Structuring the Content You Need

  • Inviting the Right Participants 1

  • Inviting the Right Participants 2

  • Developing the Full Experience 1

  • Developing the Full Experience 2

  • Day 1: Content Maelstrom 1

  • Day 1: Content Maelstrom 2

  • Day 2: Ideation 1

  • Day 2: Ideation 2

  • Day 2: Ideation 3

  • Day 2: Ideation 4

  • Day 3: Expansion 1

  • Day 3: Expansion 2

  • Day 4 & 5: Prototype, Asset Testing and Delivering

  • Organizing

  • Keep Learning

• Final project

  • Specialization in Strategic Creativity for Advertising

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