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INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE

CREATIVE ADVERTISING

Dates: 6 JAN 2025 – 21 FEB 2025
DURATION: 7 WEEKS
14 ON-DEMAND LESSONS
YI MA & RYAN BROWN
LEO BURNETT
Yi Ma & Ryan Brown
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE
INTERACTIVE ONLINE COURSE ON EYE-CATCHING WORDS & DESIGNS
DATES:
6 JAN 2025 – 21 FEB 2025
DURATION:
7 WEEKS
14 ON-DEMAND LESSONS

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

Ready to take the lead in a creative team?

Learn the unique skill set required to perform exceptionally as a Creative Director - from spotting and nurturing innovative ideas, to delivering a strategic vision with tight deadlines.

Achieve, upskill and lead by example

Our live online course has been designed to thoughtfully combine team leadership skills with hands-on expert guidance, interactive workshops, extensive case studies and live industry insights from an expert instructor and 7 guest speakers.

 
ABOUT THE COURSE / WHAT YOU'LL DO
01
LIVE WORKSHOPS

Ignite your imagination with creative brainstorming techniques for visuals and copy. Learn how to select effective media channels and create your campaign project.

02
CASE STUDIES

Can you break down the elements of a 360 campaign? Analyze key elements of briefs 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, podcast 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, 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
Instructor Yi Ma
  • 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 a member of a hip-hop group (Souls of Liberty)
Instructor Ryan Brown
syllabus

MODULE 1

Starting the Creative Process

01
MON (1/6)
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
  • Core art director skill set
  • Art director’s tools
  • Editor vs. copywriter
  • Core copywriter skill set & tools

Assignment #1: Create your creative team or decide if you prefer to work on the course project independently.

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02
MON (1/6)
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 different elements to help you understand how to start working creatively.

 

  • Key elements of a brief
  • Plan of attack: timing and meetings
  • Case study: Dissecting a brief (ComEd)

Assignment #2: Review one of the two provided briefs for an ad campaign and try to develop 10 ideas.

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03
MON (1/13)
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
  • The visuals & voice of the brand Identity
  • Brand Case Studies
  • How to develop brand positioning from scratch
  • Case Study: Reading a brandbook (Starbucks)
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04
MON (1/13)
Crafting an Ad Campaign with Your Team

Ok, so we’ve got branding down. 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 & responsibilities (art director)
  • Understanding deliverables & responsibilities (copywriter)
  • Case Study: Establishing the pillars for an Ad Campaign
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MODULE 2

Ideation & Execution

05
MON (1/20)
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.

 

  • Brainstorm rules & methods
  • What to bring to a brainstorming session
  • Shaping ideas through visualization
  • Visualization tips
  • Post brainstorming session deliverables for art director 

Assignment #3: Generate ideas & inspirations for your project by submitting at least one adcept board sketch. If you work on the Metro High School brief, additionally submit at least one sketch of their new logo.

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06
MON (1/20)
Brainstorm: The Copy

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

 

  • Copywriting brainstorm rules & tips
  • Understanding your writing process
  • Finding inspiration
  • Creative techniques
  • What to present & what not to present in your brainstorm
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07
MON (1/27)
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.

 

  • Understanding your style as a writer
  • The science behind copywriting
  • Writing big ideas and concept statements
  • Writing copy for different platforms
  • Understanding your workload & writing for multiple brands

Assignment #4: Generate big ideas and headlines for the podcast, print, and OOH ad of the campaign, and create 2-3 options for presentation.

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08
MON (1/27)
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
  • Print, social, OOH ads, email, TV & experiential ads
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09
MON (2/3)
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.

 

  • How to build a 360 campaign
  • Deciding what creative elements to keep
  • Key visuals & campaign name
  • Case Study: Breaking down the elements of a 360 Campaign (ComEd)
  • Power up visuals with concise copy + Examples

Assignment #5: Create the remaining campaign deliverables, including one print ad, one OOH execution, podcast ad, video concept, and social media campaign idea.

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10
MON (2/3)
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
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MODULE 3

Communications & Career

11
MON (2/10)
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.

 

  • Creative leader: role & functions
  • Key stages and tasks
  • Art of delegating & managing remote teams
  • Defining key team roles
  • DE&I for creatives
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12
MON (2/10)
Let’s Put the Deck Together

The ideas are coming together. Let’s talk about putting the deck together and selling our ideas. Making sure we tell a story and cover all of our bases.

 

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

Assignment #6: Compile your integrated ad campaign into a pitch deck, covering the brief, big idea write-up, deliverables, and an appendix with all executions on one slide.

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13
MON (2/17)
Getting a Job

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

 

  • Career advancement options
  • Developing your unique vision
  • Developing a portfolio website
  • Demo. Portfolio creation on Squarespace
  • Portfolio & interview tips

Assignment #7 (Extra Credit):
Put together a killer portfolio highlighting your skills as an art director or copywriter. Submit it for review.

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14
MON (2/17)
The Pitch

IT’S TIME TO PITCH! Let’s explore how to develop your signature presentation style and handle questions and objections like a pro.

 

  • Finding your signature presentation style
  • Yi’s presentation styles
  • Ryan’s presentation styles
  • How to handle questions and objections
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What our students say

Student Defne Yildirim
Defne Yildirim
"One of the best things about an online creative advertising course is the flexibility it offers. Unlike traditional in-person courses, an online format allows you to access the course material and lectures from anywhere at any time, as long as you have an internet connection. This flexibility enables you to learn at your own pace and fit the coursework around your schedule, whether you have a full-time job, other commitments, or live in a different time zone. Additionally, this course provides access to industry experts and professionals who are established in their network and craft. Through virtual lectures, webinars, and live Q&A sessions, I have been learning directly from seasoned advertising practitioners, gaining insights into the latest trends, techniques, and strategies in the field."
Student Valerie Phil
Valerie Phil
"There no words no express how inspiring, and effective this course was. The best course that is more precious than its cost. You learn more in a few weeks than you'd learn at school in two years. The hands-on approach, the challenge of the unknown with the wisdom of Yi and the human truth of Ryan have left a huge mark in my heart. I'm forever grateful."
Student Kameron Hall
Kameron Hall
"In 2021, I began to pivot into a new industry. I had always been on the legal side but I just didn't like it. So I decided to find a career where I could use my skills, while being creative and making lasting impact. That path lead me to Advertisement. I had no idea what or how to get in this industry. That was until I found the creative advertising course on art direction and copywriting by ELVTR. The course gave me a comprehensive overview of the entire creative advertising process. The instructors Ryan and Yi were fun, informative, and just overall great instructors . Being from a small town, with not as many creatives spaces or opportunities it was difficult to find quality education for advertisement. This course gave me a strong foundation, aswell as the confidence to continue my pursuits in making it in the advertising industry. I cannot thank ELVTR enough for the amazing experience!"
Student Ashleigh McLaughlin
Ashleigh McLaughlin
Hellobirdhaus
"I loved learning from two incredibly passionate and knowledgeable instructors. I also appreciate having had the opportunity to work with like-minded professionals from across the country, and the level of communication, service, and attention to detail has been phenomenal!"
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