Introduction to Advertising Creative
Learn the secrets of coming up with breakthrough advertising concepts. You don’t need to be Don Draper, our 10 week course demystifies the process by teaching the formulas the pros use to fill their shelves with advertising awards. Led by a former top NYC agency creative director who also incorporates improv exercises, you’ll learn a new formula each week while working on a different assignment. At the completion of the course, you will have a portfolio of at least five campaigns worth keeping in your portfolio.
Who it’s for:
Recent college graduates: Did you graduate your advertising program without a finished portfolio? Did you learn a lot of probably outdated theory and never got real hands on experience or critique? We’re here to give you the portfolio you need to open eyes and get you your first advertising job, without needing to resort to free internships, or trying to work your way into the creative department from other agency jobs.
Agency employees: Did you always look at what your creative team did and go “Damn it, I could have done that!” Well why don’t you? We know lots of people who thought being an account executive would be a super fun career, LOL. Now that you know how to sell someone else’s work, let’s get started creating and selling your own.
Brand-side marketers: Tired of all the “process” your agency is dragging you through? Wish you had the tools and techniques to come up with your own great ideas? Everything you need to know to infuse more creativity into your marketing team will be at your fingertips at the completion of this course.
Entrepreneurs: If you think writing “__________ the easy way” on the front of your website is how you’re going to drive signups, think again. Today’s startups rely on creativity more than ever to convince and convert consumers. By mastering the formulas and using then on your own product, you’ll have the tools you need to deep dive into what truly makes what you’re doing great.
About the Instructor
With over 20 years of experience as an award winning art director, writer and creative director in NYC at top agencies like BBDO and Y&R, working on Pepsi, Samsung, Budweiser, and dozens of other brands, Marc Lefton started his own agency in Gainesville, Florida to be closer to family. A former advertising concept instructor at the School of Visual Arts, he skipped college and entered the industry completely self-taught.
Introduction to key concepts / instructor / fellow students
What makes great creative work?
Everyone is creative, how can you become better at it?
Course overview and expectations
Introduction to creative briefs Introduction to the creative formulas
Week 2 - 8
Critique / discussion last week’s assignment
Formula 1-7 lecture
Creative brief Group creative exercise
Review key portfolio pieces
Free form assignment
Final portfolio reviews
Advice on continuing with portfolio building / finding a good creative partner
- Certificate of completion
- Hands-on experience
- Led by a former top NYC agency creative director