Creative Concepts

This course is designed to show students how to transform literal thought and an understanding of creative strategy into creative concepts. Through selected readings, theoretical study, demonstration and practice, students will learn about the psychology and science of creativity and discover how to maximize their own creative potential. They will develop the unique skills that make copywriting and art direction different from other forms of creative expression. They will be encouraged to think visually and verbally, and to develop engaging creative solutions to communication problems using both images and words. Project work includes investigating and developing a deep understanding of target audiences, writing creative briefs, and executing creative communication material based on their findings. Students will be required to assess and validate creative ideas against a given strategy, and justify their copy and design choices.