There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client.
In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!
IE Business School
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Telling a Brand Story Through Images
In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨.
11 vidéos (Total 82 min), 2 lectures, 1 quiz
11 vidéos
Purpose of the Creative Pitch: Interview with Maria Haro9 min
Process Overview2 min
The History of Branding Through Images4 min
The Art of Story Branding6 min
Story Branding Through Images and Concepts6 min
Understanding the Language of Image-Making I10 min
Understanding the Language of Image-Making II11 min
Understanding the Language of Image-Making III7 min
Narrative: First Contact with the Client16 min
Optional Portfolio Assignment3 min
2 lectures
***Important note before starting the course***10 min
Recommended/Optional: ¨Photographically Speaking¨10 min
1 exercice pour s'entraîner
Let's Talk About Some Images16 min
Semaine
2The Brand Analysis
In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.
6 vidéos (Total 23 min), 1 quiz
6 vidéos
Which is More Important: Brand or Product?2 min
Brand Analysis2 min
The Positioning Statement: Interview with Maria Haro3 min
How to Write a Brand Positioning Statement1 min
Narrative: Talking About the Values of the Brand10 min
1 exercice pour s'entraîner
Testing Your Skills14 min
Semaine
3Creative Advertising Concepts
In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.
7 vidéos (Total 26 min), 1 quiz
7 vidéos
What is Creative Advertising?5 min
Examining Ads: Creating Conceptual Advertising (images)6 min
How to Convey the Unique Selling Propositions of the Brand4 min
From Brand to Concept1 min
Presenting the Creative Concepts to the Client3 min
Narrative: Presenting the Creative Pitch to the Client4 min
1 exercice pour s'entraîner
Test Your Skills10 min
Semaine
4The Production Plan and the Creative Pitch
In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client.
Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.
11 vidéos (Total 39 min), 2 quiz
11 vidéos
Defining the Brand Through the Production Team2 min
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5 min
Production Team Interviews: Stylist Isabel Ottino8 min
Production Team Interviews: Art Designer Adrian Tai8 min
Narrative: Presenting the Production Plan to the Client6 min
The Creative Pitch Deck1 min
Explaining the Activity: The Campaign Challenge1 min
The Photo Shoot1 min
What Did We Learn?1 min
Farewell! min
1 exercice pour s'entraîner
Test Your Skills10 min
4.5
11 avisMeilleurs avis
par YH•Oct 2nd 2018
Very helpful intro into image creation and brand awareness build-up. The skills and knowledge can be applied immediately if you are in the business or on learning stage.
par MK•Dec 19th 2017
Very beneficial course. Apt & to the point content in very less time.
Enseignant
Brian Hallett
Associate ProfessorMaster in Visual and Digital Media
À propos de IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si j'achète le Certificat ?
Lorsque vous achetez un Certificat, vous bénéficiez d'un accès à tout le contenu du cours, y compris les devoirs notés. Lorsque vous avez terminé et réussi le cours, votre Certificat électronique est ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
Quelle est la politique de remboursement ?
Une aide financière est-elle possible ?
D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.
Coursera propose un accès universel à la meilleure formation au monde,
en partenariat avec des universités et des organisations du plus haut niveau, pour proposer des cours en ligne.
© 2018 Coursera Inc. Tous droits réservés.
