Conceptual Thinking for Advertising Campaigns

Begin the course by getting to know copywriter and conceptual thinker Keenon Daniels. He shares the creative journey that has led him to work with international brands along with his advice for those starting out in the advertising industry. Discover the influences that inspire him and his work.

Dive into the basics of conceptual advertising. Explore what a creative brief is, how to interpret one to understand your client’s problem, and decide who your audience is. See how to get a clearer picture of the product landscape by looking at competitors and analyzing the client’s previous work. Then bring together everything you’ve learned to create a mindmap of initial ideas.

Time to build your advertisement! Discover Keenon’s techniques for coming up with, and testing, out-of-the-box ideas for your campaign, then begin crafting your concept in more detail. Explore how to write scripts, add tension to your work for effectiveness, and overcome creative blocks. Learn how to narrow down your ideas to focus on the strongest ones before drawing up a proposal that communicates them clearly to others.

Explore the best ways to present your concepts and persuade your clients to approve them. To finish the course, Keenon shares his advice for dealing with rejection, making the most of the ideas that aren’t accepted, and overcoming self-doubt.