CREATIVE ADVERTISING

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.

• 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.

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.

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:

• One OOH execution (visual & copy)
• Video concept (storyboard & copy)
• Social media campaign idea

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.

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.