Creative Concepts

Course Code: ADV 1501

Academic Year: 2017-2018

This course is designed to show students how to transform literal thought and an understanding of creative strategy into creative concepts. Through selected readings, analysis, demonstration and practice, students learn about the psychology and science of creativity and discover how to maximize their own creative potential. They develop the unique skills that make copywriting and art direction different from other forms of creative expression. Students are 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 and strategic briefs and executing creative communication material based on their findings. Students are required to assess and validate creative ideas against a given strategy and justify their copy and design choices.