LIVE ONLINE COURSE
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!
Is getting into art direction or copywriting your goal? Delve into each role’s responsibilities, challenges, and expected portfolio pieces.
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.
Become versed in creative processes to direct your team, both remote & on-site, from the brief and beyond the launch.
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.
Access to industry experts.
Daily group chats.
Absorb their experiences, get personalized feedback, and take advantage of your networking opportunities!
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.
Can you spot the nuances between good and bad briefs? Analyze both and reverse engineer an ad campaign designed by your instructors.
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.
Starting the Creative Process
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.
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.
Assignment #1: Decide if you want to work on the course project yourself or as a part of a creative pair.
Review the provided brief for an ad campaign and submit 3-5 campaign ideas.
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.
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.
Ideation & Execution
Alright, it’s time to brainstorm! Let’s start with the visuals. Mood boards, storyboards, sketches, etc…it’s time to work.
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.
Writers, it’s our turn! Let’s kick around some concepts and phrases and get our minds churning out some words.
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.
Assignment #3: Start writing big ideas and headlines for the radio and print portion of the campaign. Develop 2-3 options to present.
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.
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.
Assignment #4: Develop the remaining deliverables for your campaign:
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.
Communications & Career
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.
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.
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.
Let’s get a job. We’ll cover making a portfolio, interview tips, and what to look for based on your career goals.
Assignment #6: Put together a killer portfolio highlighting your skills as Art Director or Copywriter. Submit it for review.
IT’S TIME TO PITCH! Let’s go over a few final campaigns and get instant feedback from the instructors and the entire team.
"I absolutely love the format! Working through real life scenarios makes it super applicable and easy to translate the learning into practical takeaways. I also enjoy that the assignments are straightforward enough to get through but you can make them more complex to get more learning out of the course. It really is a format where you get out what you put in."
"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."
"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."
"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."
"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!"