LESSON PLAN – LEVEL 1

The major thing is to just do lots of work. Review it. Kill it. And then make better work. We won’t spend a ton of time lecturing like a prof would. You’ll learn by doing and re-doing. Again and again, until it’s perfect.

EVERY THURSDAY FOR 10 WEEKS STARTING FEBRUARY 5th, 2015.


– WEEK 1 -

BAD ADS vs GOOD ADS

- What does a portfolio look like?

- What are good ads and what are bad ads?

- Strategy versus execution.

- Starting points for coming up with a good ad.

- Cultural tension, what is it?

- Show everyone your work, to see where you are.

Assignment one: Come up with 10 Ideas that would get one million views.


– WEEK 2 -

HOW TO PITCH

- What to bring to a pitch.

- How to present a strategy, an idea and an execution.

- How to sell by working collaboratively.

- "It’s not personal" – how to kill work.

- Say yes, not no.

- Present assignment one for review.

Assignment two: No brands, just creativity.


– WEEK 3 -

STICKY IDEAS

- Borrowed interest versus being relevant.

- Going viral.

- Why your idea sucks.

- Present assignment two for review.

Assignment three: Another 10 ideas that will get international press.


– WEEK 4 -

EXECUTION

- How to steal execution ideas like the pros.

- Short cuts to save you time and make you look 10 years deep in the game.

- Are you really an art director? Or are you writer? Maybe even a strategist? How to choose.

- Killing your babies.

- Present assignment three for review.

Assignment four: Execute 3 of your ideas that survived.


– WEEK 5 -

BRANDS

- How to work with brands.

- Get briefed on a real brand or one of your choosing.

- Present assignment four's finished executions.

Assignment five: Develop a brand strategy and idea.


– WEEK 6 -

ALL BUSINESS

- Pitch and ditch.

- We get down and dirty with your ideas.

- Everyone helps you make it better.

- Wall of fame and wall of shame.

- Present assignment five.

Assignment six: Create 3 one-page business pitches.


– WEEK 7 -

RECRUITERS, HEAD HUNTERS & HOW TO SOCIALIZE

- Best practices with job searching.

- Why a recruiter will hate your book or love it. And when you should care.

- How to party and make connections without scaring people, or getting shit faced and making an ass of yourself.

- Present assignment six.

Assignment six: The award show brief.


– WEEK 8 -

GETTING YOUR GREAT IDEAS DONE

- Review the ideas you have so far.

- Figure out a plan for what you have to get done.

- Tips, tricks and answering any questions.


– WEEK 9 -

AGENCIES

- How much should you get paid?

- What to expect the first few weeks on the job.

- Your portfolio should never stop. Always improve. Forever.

- Review of work.


– WEEK 10 -

THIS IS THE END

- We review everyone’s books.

- What you’ve got and where you still need work.

- Are you ready to be connected with recruiters?

- What is missing from your portfolio still?

- We pop a couple of bottles of cheap sparkling wine.

 


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