Learn how to create self-supporting and powerful campaigns. Join Joy Li De Meulemeester, Creative Director at McCann New York, for a 6-week online course that will make your ads go viral.
Is your mind overflowing with creative ideas, but you struggle with executing them? Create a completed integrated campaign, expand your portfolio, and learn the key to concepting along the way.
Is your excitement to be creative, dampened by little experience? Learn by doing whilst being directed by Joy Li De Meulemeester! This course will directly prepare you for your first job by teaching you how to get your ideas noticed and taking you through each step of producing a viral ad.
Creating is easy! But managing…not so much. Explore how Joy, who has lived all over the world, brings a whole team’s creative ideas together. And practice these methods during the course as you work in teams to exchange constructive criticism, improve presentation skills, and craft creative materials.
The people behind viral ads focus on briefing, ideation, techniques, and collaboration. Let us welcome you to your instructor, who will teach you what the experts are really doing.
As your coursework gets professionally reviewed, you’ll also be able to expand your network and be in close contact with an acclaimed art director the entire time.
Create an eye-catching portfolio that will get you hired. Joy will instruct you on how to pursue agencies that align with your style and maintain consistency in your personal brand.
Step into the shoes of an Art Director at an ad agency to get a deeper understanding of the required skills for the role.
Assignment #1: Creatively locate 1-2 pieces that inspire you and add them to the shared creative inspiration sheet. You can refer to blogs & other artists but try to think laterally and avoid Instagram, Pinterest, and Behance.
From an art director’s perspective, you’ll follow each step involved in developing advertising campaigns while manipulating insights that will turn them from good to great.
Learn how to decipher “the brief” through firsthand experience. You’ll dive into insights and brand strategies that can be applied to your creative process.
Learn the art of concepting quickly while mastering the differences between cultural insights and ideas.
Assignment #2: Review a new brief for an ad campaign and produce 3-5 ideas. Include them in a slide or in a white paper.
Execute your new concepting skills to generate story-driven ideas. Discover more concepting techniques and learn to combat common drawbacks.
Assignment #3:Continue to revise ideas and craft executions in your campaign. Come up with 1 lead idea and mock up 1-2 print executions you feel strongly about (either on paper or through digital software).
Receiving feedback and creating go hand in hand. Learn how to give, receive, and handle feedback and critiques from various sources.
Directly use your skills to create presentations designed to sell creative work
Assignment #4: Apply the feedback from last week’s workshop to improve your assets. Assemble a 3-5 slide presentation, a mood board (style guide) to pitch your creative idea to your peers.
Learn how to pitch ideas to leadership and sell creative content to clients.
Assignment #5: Course Project: 360°Ad Campaign
Continue to craft and shape your lead idea by revising mock-ups, refining copy, and pushing executions to be more creatively engaging. Submit a slide deck with a 360° campaign, including human insights, the idea name and write-up, 1-2 print ads, at least 1 additional execution, and a mood board (style guide).
Alternative option: feel free to build out the campaign for your own case or brief.
Focus on how creative ideas come to life in front of consumers while analyzing campaigns crafted by top performing Art Directors
Assignment #6: Based on the example discussed in class, craft a PR headline for your campaign. (extra credit)
Learn methods to collaborate with other creatives both inside and outside of an agency.
Embrace your own style as an art director in advertising that will be reflected in your portfolio.
Assignment #7: Assess your portfolio and pinpoint any areas for improvement. If it’s complete, add your course project to your portfolio.
Submit your portfolio for review and comment on what has been or should be improved. (extra credit).
By the end of this class, you’ll know how to navigate your network, expand it, and use dependable techniques to nail your next interview