CREATIVE ADVERTISING | A live online course with Creative Director & Senior Copywriter at Leo Burnett | ELVTR

LIVE ONLINE COURSE

CREATIVE ADVERTISING

Dates: 15 AUG 2023 - 28 SEP 2023
Duration:7 WEEKS TUESDAYS & THURSDAYS 5 PM PST / 8 PM EST
YI MA & RYAN BROWN
LEO BURNETT
lector photo

LIVE ONLINE COURSE

APPLY
LIVE ONLINE COURSE
ON EYE-CATCHING
WORDS & DESIGNS
Dates:
15 AUG 2023 - 28 SEP 2023
Duration:
7 WEEKS
TUESDAYS & THURSDAYS
5 PM PST / 8 PM EST

Creativity takes teamwork. Learn how to merge copy and visuals into creative messages that exceed your campaign goals.

Yi Ma & Ryan Brown, Leo Burnett’s creative leaders, will explain the duality of successful advertising through collaboration between copywriters & art directors. Join them!

 

THIS COURSE IS FOR YOU, IF...

  • YOU WANT TO LAND A CREATIVE ROLE AT AN AD AGENCY

     

    Is getting into art direction or copywriting your goal? Delve into each role’s responsibilities, challenges, and expected portfolio pieces.

  • YOU HAVE A CREATIVE BACKGROUND BUT NEED GROUNDBREAKING IDEAS

     

    Learn strategies that will highlight your client’s brand while building your own brand as a creative leader. Think outside the box, add value, and stand out.

  • YOU WANT TO BE THE LEADER YOUR CREATIVE TEAM NEEDS

     

    Become versed in creative processes to direct your team, both remote & on-site, from the brief and beyond the launch.

YOUR ASCENT STARTS HERE

Tackle briefs and client demands from different POVs.

Every viral ad starts with a unique idea and a team to bring it to life. Leverage tools that spark innovation and problem-solve.

You’re only one course away from building an integrated ad campaign that will complement your portfolio.

Live classes with lively instructors.

Access to industry experts.
Weekly classes.
Daily group chats.

Absorb their experiences, get personalized feedback, and take advantage of your networking opportunities!

 
ABOUT THE COURSE / WHAT YOU'LL DO
01
WORKSHOPS

Ignite your imagination with creative brainstorming techniques for visuals and copy. And after you’ve created your campaign project learn how to select effective media channels.

02
CASE STUDIES

Can you spot the nuances between good and bad briefs? Analyze both and reverse engineer an ad campaign designed by your instructors.

03
FINAL PROJECT

You’ll be tasked with creating a 360-degree ad campaign. That includes the logo, radio ad copy, social media campaign, and other facets that will allow you to exercise your visual and written vision.

Instructors
  • Creative Director, Leo Burnett
  • Over 12 years of experience in viral campaigns for high-profile clients including Samsung, McDonald's, Comed, and Chicago Chinatown
  • Worked his way from a Jr. Art Director into leading creative direction
  • Recognized as a Leo Burnett worldwide Star Reacher and a Founder of Leo Burnett Asian ERG group: AZNCY
  • Balances work life as a hip-hop dancer and ABS graffiti crew member
  • Senior Copywriter, Leo Burnett
  • Over 9 years of experience as an agency and freelance copywriter working for clients like John Middleton, ComEd, Bacardi, Basil Hayden, Marlboro, E&J Brandy
  • Recognized as a Leo Burnett worldwide Star Reacher and a board member of Leo's only Black resource group
  • Supports diversity & inclusion and helps people from diverse backgrounds get into the ad industry
  • Balances work life as a DJ, lyricist, music producer, YouTuber and as a member of a hip-hop group (Souls of Liberty)
YI MA & RYAN BROWN
COURSE INTRODUCTION
SYLLABUS

MODULE 1

Starting the Creative Process

01
TUE (8/15), 5 PM PST/8 PM EST
What Makes Up a Creative Team?

Welcome to your first day on the team. As a writer or art director, you have to learn the basics. Let’s talk about who makes up a creative team, their roles, and the tools you’ll need to be a good teammate.

  • Designer vs Art Director vs Creative Director
  • Editor vs Copywriter vs Creative Director
  • Core AD tasks vs Core CW tasks
  • Required skill set
  • Master your tools
more
02
THU (8/17), 5 PM PST/8 PM EST
Know Your Battleground 1: Understanding Creative Briefs

You know good ideas don’t come out of thin air, they start with the brief. Let’s read the brief and get to work. We’ll take a look at some good briefs and bad briefs to help you understand how to start working creatively.

  • Key elements of a brief
  • Asking the right questions 
  • Plan of attack 
  • Case study: Dissecting what makes a good and bad brief 

Assignment #1: Decide if you want to work on the course project yourself or as a part of a creative pair.

  • Alone, you will need to develop both the copywriting and design executions yourself.
  • In a group, you will take on one role - as a Copywriter or an Art Director - and work together with your partner to strengthen your collaboration skills & deliver a stellar ad campaign.

Review the provided brief for an ad campaign and submit 3-5 campaign ideas.

more
03
TUE (8/22), 5 PM PST/8 PM EST
Know Your Battleground 2: Brand Essentials

Before we get to work, you have to learn the brand. Let’s talk about how using a brand’s identity creates great work for them.

  • Brand Identity & Brand Model
  • Visual vs Voice of the Brand Identity
  • How to develop brand positioning from scratch
  • Case Study: Reading a Brandbook and Visual Brand Guidelines (Starbucks)
more
04
THU (8/24), 5 PM PST/8 PM EST
Crafting an Ad Campaign With Your Team

Ok so we got our first assignment. Let’s break down our target audience and dive deeper into our goals. We’ll explore a quick case study and talk about how to build our campaign.

  • What is an ad campaign?
  • Know your target audience
  • Understanding deliverables and what you’re responsible for 
  • Case Study: Dismantling an Ad Campaign
more

MODULE 2

Ideation & Execution

05
TUE (8/29), 5 PM PST/8 PM EST
Brainstorm: The Visuals

Alright, it’s time to brainstorm! Let’s start with the visuals. Mood boards, storyboards, sketches, etc…it’s time to work.

  • What to bring to a brainstorming session
  • Shaping ideas through sketches, moodboards, and storyboards
  • Post brainstorming session | Art director deliverables
  • Workshop. Brainstorm a visual idea in groups based on the provided brief

Assignment #2: Start gathering ideas and inspirations for the logo and print ad of the campaign. Submit at least 1 sketch of the project logo & 1 print ad.

more
06
THU (8/31), 5 PM PST/8 PM EST
Brainstorm: The Copy

Writers, it’s our turn! Let’s kick around some concepts and phrases and get our minds churning out some words.

  • Creative techniques and imagination kickstarters
  • Understanding what to present and what not to present 
  • How to use the brief to get more ideas
  • Post brainstorming session | Copywriter deliverables 
  • Workshop. Brainstorm a copy idea in groups based on the provided brief
more
07
TUE (9/5), 5 PM PST/8 PM EST
Leading the Way With Copywriting

As copywriters it’s our job to be sure about every word that the brand uses. Let’s go over some of the finer points of being a copywriter like writing headlines, creating big ideas, and managing your time.

  • Tips on writing headlines
  • Learn how to write big ideas and concept statements
  • Writing copy for different platforms
  • Understanding your workload and writing for multiple brands
  • Demo. Chat GPT copywriting prompts

Assignment #3: Start writing big ideas and headlines for the radio and print portion of the campaign. Develop 2-3 options to present.

more
08
THU (9/7), 5 PM PST/8 PM EST
Where Will Our Campaign Live?

Our brief told us what we’re delivering for this campaign, but let’s take a closer look at each media type. Let’s make sure everything works together to create the most appealing campaign.

  • Types of media
  • Developing various ad formats
  • Making executions work together
  • Workshop: Decide which channel you think will be most effective for your campaign.
more
09
TUE (9/12), 5 PM PST/8 PM EST
Bringing Creative Elements Together

We’ve got pictures, we’ve got words…but how do they work together? We’re going to talk about bringing all of the creative elements together.

  • Deciding what design elements to keep
  • Understanding how to incorporate mandatory language 
  • Creating alternate versions for presentations 
  • Bringing creative elements together
  • Power up visuals with concise copy 

Assignment #4: Develop the remaining deliverables for your campaign:

  • One OOH execution (visual & copy)
  • Video concept (storyboard & copy)
  • Social media campaign idea
more
10
THU (9/14), 5 PM PST/8 PM EST
Work-In-Progress & Peer Reviews

Let’s have our first internal review and take a look at how we can refine our ideas as we get closer to our presentation date.

  • Holding peer reviews
  • Quality feedback vs critique
  • Efficient feedback methods
  • Check and evaluate the brief and brand
  • Workshop. Peer review: 2-3 groups will present where they are with their project and get feedback from the rest of the class.
more

MODULE 3

Communications & Career

11
TUE (9/19), 5 PM PST/8 PM EST
It Takes Teamwork

When you work at an agency, you have to learn how to interact with everybody. We’re going to talk about working remotely, setting up tasks, and joining resource groups within the agency.

  • Creative leader: role and functions
  • Setting tasks
  • Art of delegating
  • Defining key team roles
  • Tips on managing remote teams
  • DE&I for creatives
more
12
THU (9/21), 5 PM PST/8 PM EST
Let’s Put the Deck Together

The ideas are coming together. In this class, we’ll discuss putting a deck together and selling our ideas to ensure that we are thorough and that a story is told.

  • Presentation structure
  • Telling a story with the brief
  • Making words fit: compressed narrative
  • Simplifying the message
  • Deck outside of the box

Assignment #5: Put your integrated ad campaign together as a pitch deck. It should include the brief, a write-up about your big idea, deliverables & appendix.

more
13
TUE (9/26), 5 PM PST/8 PM EST
Getting a Job

Let’s get a job. We’ll cover making a portfolio, interview tips, and what to look for based on your career goals.

  • Career path options
  • Portfolio & Interview tips
  • Developing your unique vision
  • Developing a portfolio website
  • Demo. Walk through the process of portfolio creation on Squarespace. 

Assignment #6: Put together a killer portfolio highlighting your skills as Art Director or Copywriter. Submit it for review.

more
14
THU (9/28), 5 PM PST/8 PM EST
The Pitch

IT’S TIME TO PITCH! Let’s go over a few final campaigns and get instant feedback from the instructors and the entire team.

  • Finding your signature presentation style
  • How to handle questions and objections
  • Workshop: Pitch your Final Project + Feedback
more

What our students say

Carlos Andres BECOME AN ART DIRECTOR

"The group activities, they allow us to interact and exchange ideas, plus the way it is structured is challenging and mind twisting as we collaborate in different parts of the ideation."

Hayley Smith BRANDING 101

"Overall I'm impressed with the level of detail and explanation around particular topics and subjects. There's a real depth to each module which for learning allows the information to stay in your brain."

Rebecca Kouwe HUMAN RESOURCES ANALYTICS

"I really enjoy the format of the course. Lectures with real life examples and an ongoing case study. Also built in 20 minutes at the end of each class for questions is helpful."

Courtney Fulton WOMEN IN LEADERSHIP

"I enjoyed the structure of the class. I like how we learned about a topic and practiced it in the workshops. It’s helped me to apply what I learned!"

 
APPLY
First name
This is required field!
Last name
This is required field!
Email
This is required field!
This is required field!
By registering and clicking “APPLY”, you agree to our
Terms of Use, Privacy policy and Cookie Policy
 
 
 
 
ONE MOMENT...