Creativity for Advertising: Generate Strong Concepts from Scratch

A course by Alina Alvarez Etchegaray , Creative Director for Advertising

Creative Director for Advertising. Mexico City, Mexico.
Joined March 2016

Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience

100% positive reviews (19)
843 students
Audio: Spanish
Spanish · English · Portuguese · German · French · Italian · Polish · Dutch

Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience

A strong, eye-catching idea at the center of a communication is what makes a campaign effective and memorable. In this online course, immerse yourself in the advertising industry and learn to put together a successful creative proposal from scratch.

Creative director Alina Álvarez Echegaray, who's worked for brands like Samsung, adidas, Heineken, Oreo, and MINI, teaches you to develop creative ideas and influence the audience's behavior. Discover how to work with insights and turn a strong creative concept into a professional ad campaign.

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What will you learn in this online course?

14 lessons & 24 downloads

A creative campaign
5 minutes, 24 seconds
Context: creative teams
5 minutes, 14 seconds
What is a brand?
10 minutes, 7 seconds
The marketing funnel
11 minutes, 5 seconds
Create and interpret a brief
11 minutes, 19 seconds
Research: knowing what you sell
12 minutes, 27 seconds
  • 100% positive reviews (19)
  • 843 students
  • 14 lessons (1h 55m)
  • 24 additional resources (6 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish · English · Portuguese · German · French · Italian · Polish · Dutch
  • Level: Beginner
  • Unlimited access forever

What is this course's project?

Using a fictitious brief, develop a creative idea along with a presentation.

Who is this online course for?

Anyone interested in working in the advertising industry or starting their own business.

Requirements and materials

You don't need any previous experience to take this course, just a computer with a presentation program.


Reviews

843 Students
19 Reviews
100% Positive ratings

Alina Alvarez Etchegaray

Teacher Plus
Creative Director for Advertising

Alina Álvarez Echegaray is a creative advertising director from Mexico. She has worked on a wide range of projects and with various agencies, from traditional advertising like television, radio, and out-of-home, to events, activations, and, above all, online advertising. She is currently creative director at a start-up, building brands with a modern outlook.

Throughout her career in the advertising industry, she has collaborated with big-name brands including Samsung, Luuna, Heineken, adidas, Doritos, MINI, Novartis, Oreo, Ritz, Moët Chandon, 7up, Aspirina, and Salesforce. She has been recognized with awards such as ASPID and IAB Mixx as well as participated as part of the judges panel for Círculo de Oro, Círculo de Creativos de México, and Young Lions. She has also given talks at a number of universities and companies across Mexico.


Content

  • U1

    Introduction

    • Presentation
    • Influences
  • U2

    Advertising industry

    • A creative campaign
    • Context: creative teams
    • What is a brand?
    • The marketing funnel
  • U3

    A creative advertising campaign

    • Create and interpret a brief
    • Research: knowing what you sell
    • conceptualize
    • master graphics
    • adapt the idea
  • U4

    Additional Tips

    • Tell a story
    • The presentation
    • The bell
  • FP

    Final project

    • Creativity for Advertising: Generate Strong Concepts from Scratch

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates
    Plus

    If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


FAQs

Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.
Creativity for Advertising: Generate Strong Concepts from Scratch. Marketing, and Business course by Alina Alvarez Etchegaray

Creativity for Advertising: Generate Strong Concepts from Scratch

A course by Alina Alvarez Etchegaray
Creative Director for Advertising. Mexico City, Mexico.
Joined March 2016
  • 100% positive reviews (19)
  • 843 students