1. History of Advertising Creativity and the evolution of advertising agencies.
1.1. Birth and evolution of Art Direction and copywriting.
2. Conceptualization. How Art Direction and Copywriting work as a team to reach the resolution of the brief with brilliant ideas.
3. Art Direction.
3.1 The figure of the Art Director. Historical and current references.
3.2 References of excellent campaigns from Art Direction.
3.3 Fundamental elements of Art Direction and how to make them work together:
Photography, Illustration, Typography, Layout, Design, Ai tools
3.4 Art Direction applied to different advertising media:
Press, outdoor media, TV, video, digital media, social media and branded content.
3.5 Art Director tools: Photoshop, Illustrator. Creating images and videos with AI: ChatGPT, MidJouney, Adobe Firefly, Kling etc..
4. Copywriting.
4.1 The figure of the copywriter. Historical and current references.
4.2 References of excellent campaigns from Copywriting.
4.3 How to write advertising copy for different media:
Press, outdoor media, TV, video, digital media and social networks.
4.4 Copywriting tools, innovation, storytelling. Generating texts with AI: ChaptGPT