Learn how to create campaigns strong enough to stand on their own.
Viral advertising creative Joel Arzu of Ogilvy and Wieden + Kennedy shows you how in 6 weeks, live online.
If you struggle to get actual value from creative and design briefs, you're in the right place.
Or this: you have endless creative ideas, but your base knowledge of color, typography, and composition isn't, well, stellar.
You'll learn the method behind creative big ideas and expand your portfolio with a complete, integrated campaign.
You already did school, so why do you still feel like a freshman? Crank up your creative power with the same creative strategies used by Ogilvy's Joel Arzu to make magic happen.
Go inside the process of visual and video production step-by-step. Learn how to get your ideas heard. Think of this course as the brief for your first serious advertising job.
Developing your own creative ideas was definitely your vibe, but now that you're in a management position, you've found that bringing together a whole team's creative ideas is actually hard.
In this course, Joel breaks down production of creative assets step-by-step. You will also work in teams to create creative materials, enhance presentation skills, and practice giving constructive feedback.
That's fake news. Learn how to do the work behind the campaigns that everybody's talking about: briefing, ideation, technique, and collaboration.
This course keeps it practical and includes a professional review of all your coursework.
Since you're learning live, you'll build connections in the industry, including with an acclaimed art director. So there's that.
How do you get from a brief to a big idea? Or from a big idea to the campaign you've imagined? Learn the creative problem solving strategies that Joel Arzu uses every day for the likes of Nike, Allstate, Delta Airlines.
Learn the new rules for advertising and start winning earned media for every campaign. Find out Ogilvy's secrets for helping their clients go viral, then make creative assets for your own campaign.
Make your online portfolio stand out with fresh creative assets and professional guidance. Joel will also teach you how to maintain consistency in your personal brand and seek out agencies that best fit your style of work.
Joel will discuss the habits of well-rounded art directors and introduce award-winning advertising campaigns from the past and today.
Assignment #1: Pick one creative you like from Joel's Resources page or your own references folder and briefly answer:
What separates a good brief from a bad one? Learn how to interpret and write briefs for two types of projects: design-based and creative-based.
Assignment #2: Solve for a creative brief for 4Ocean, the first of two companies you'll be focused on during the course. Propose a few ideas that answer the company's needs (writeup only).
Get armed with the tools to build and grow your creative thinking as you tackle the first job of art direction: solving for the brief.
Assignment #3 (Group work option): The Chicago Public Library (CPL) wants to increase its membership. Come up with a few ideas using the insight-driven techniques taught in class to solve for the brief. Before the next class, watch the quick guides on color from Joel.
Learn how to enhance the effectiveness of your creatives and create moods through astute use of color and shape.
Assignment #4: Design a poster (Adobe Illustrator is recommended) for 4Ocean or CPL without words. Only use color and shapes to elicit a feeling (i.e. scary, happy, sad, hunger, dependable, etc.) Before the next class, watch the quick guide on typography from Joel.
Guiding your viewers' eyes and emotions can be as simple as knowing which typography to use and where. This class teaches you how to do it.
Assignment #5: Use letter and color theory to redesign either the 4Ocean or Chicago Public Library logo (Adobe Illustrator is recommended). Before the next class, watch the quick guide to imagery from Joel.
Explore photography styles and treatments so that you can implement these as references in your own work.
Assignment #6: Create an image-driven ad for either 4Ocean or Chicago Public Library (Adobe Photoshop is recommended). Before the next class, watch the guide to layout and composition from Joel.
Joel teaches you how to add layout and composition on top of color, shape, and typography to give your work structure and make it easier to navigate.
Assignment #7: Bringing together everything we’ve learned on photography, layout and composition, color, and type, design a poster for Chicago Public Library or 4Ocean (Adobe Photoshop and Illustrator are recommended).
Learn the step-by-step process for getting a video idea produced, from initial concept to final spot. Joel will teach you what collaboration between functions and creatives looks like at Wieden + Kennedy, Leo Burnett, and Ogilvy.
Assignment #8 (Group work): Work in teams to storyboard a video idea for Chicago Public Library or 4Ocean.
In this lesson, Joel teaches you client presentation structure and how to handle feedback.
Assignment #9: Use Joel's constructive feedback and input from your peers to revise and improve on your group's storyboard.
You’ll learn non-traditional ways to generate creative ideas that have high potential to get earned media.
Assignment #10: Elaborate on your thinking based on the workshop ideas. Design your own Earned Media Strategy for Chicago Public Library or 4Ocean project.
Joel breaks down award-winning campaigns with strong “big ideas” behind them. You’ll also learn how to come up with “big ideas” for your own projects to build integrated campaigns.
+ Course Project: Your Integrated Campaign
Assignment #11: Build on your existing project ideas to generate a campaign with a “big idea” at the center. Present your concept in Google Slides or Keynote, including TV, billboard, and social media executions for them.
What are advertising agencies and design shops looking for when they hire entry-level creatives? Get your portfolio in shape with tips from Joel's 15 years in art and creative directions.
Assignment #12: Build your online portfolio using Wix or the website builder of your choice. Upload your finished projects and submit to Joel for feedback.