Concepting

Please email andrew@schoolforhacks.com if you’re interested.

HOW TO HAVE IDEAS

This 8-week, 2-hour per-week course is limited to 10 people, so we can really focus on developing concepts for your portfolio. You'll learn how to come up with campaign concepts and executions and, throughout the course, you'll get feedback on your concepts so you can work on adding the campaigns you develop in this class to your portfolio. We will not be matching creative teams, but, if you meet a good partner in class, we love to see it.

CLASS OUTLINE
Advertising Basics

• How Marketing Works

• How Advertising Works

• How Creative Briefs Work

Concepting Fundamentals

• Concepts vs. Executions

• Methods for Concept Generation

• Methods for Execution Development

• Presenting and Selling Concepts

Homework

Each week you'll be coming up with campaign concepts and execution ideas. You'll get feedback on those campaigns and leave the class with campaign concepts and executions that you can develop for your portfolio.

PREVIOUS STUDENTS
”This class helped me understand how to create a kickass idea that sells. Dave and Andrew will push you to not only paint a bigger picture but make sure the insight compliments the idea like PB&J.” - Terrence, Former Student, Currently at Chiat/Day

“This class taught me what advertising is, or should be, while pushing me further into my imagination than I could have gone on my own. To this day I reach for my notes every time I need an idea.” - Lilly, Former Student, Currently at Mother

“This class showed me new ways to both develop and evaluate creative ideas. I left with more clarity around the creative process and more confidence in myself.” - Courtney, Former Student, Currently at McCann

YOUR TEACHERS

Andrew Fatato and Dave Haller are creative directors and the co-founders of Major, a creative agency that believes the boring will not be forgiven.

They've made ad campaigns for like a lot of brands, including Coca-Cola, Smirnoff, Toyota, Samsung, ASICS, Goose Island, W Hotels, Showtime, Verizon, Wild Turkey, Guinness, Red Stripe, DIRECTV, Vimeo, Birchbox, Vox, Asana, Visa, and Barilla, among others, if you'll believe it.

They also teach at Miami Ad School, or at least do until they find out about this probably.