CREATIVE DIRECTION COURSE

• Understand what the role of Creative Director entails and where they sit within a creative team
• Learn the specific qualities required to be an exceptional Creative Director
• Discuss your personal previous experience interacting with Creative Directors

Workshop 1: Group Breakout Session to discuss experience with Creative Directors

Case Studies: Harry Enfield; Carling Black Label; Electoral Commission

• Learn how to turn a brief into a springboard
• Understand the importance of audience, insight and inspiration
• Work on improving and expanding on briefs provided

Guest Speaker: Senior Planner Q & A

Assignment #1: Idea Generation
Generate creative ideas from the lesson’s improved brief.

• Learn how to implement strict boundaries around time and planning
• Understand the importance of planning a project over a fixed time scale
• Seek to protect space and leave room for ideas and creativity
• Delve into the role of Creative Directors in the hybrid working world

Case Studies: John Cleese; Heineken; NASA

• Comprehend the key parts of a Creative Director’s role
• Learn how to spot a big idea, yet keep things simple
• Understand how to offer feedback constructively

Guest Speaker: An Experienced CD

Case Studies: Southern Comfort; Guinness; Reef Relief

Assignment #2: Idea Review

You’re The CD - Review a selection of the ideas from Assignment #1.

• Learn how to lead effectively with hard work, and fun
• Understand how to approach difficult conversations
• Grasp the basics of helping others perform at their best - without stress
• Start to consider what type of Creative Director you aim to be

Workshop 2: Leadership Scenarios: analyse typical scenarios that Creative Directors could face and come up with solutions and strategies to overcome challenges

• Learn how to grow relationships beyond the Creative Department
• Grasp the business basics of dealing with clients and earning trust
• Understand the importance of picking your battles and navigating the big bosses

Guest Speaker: Senior Account Director

Case Studies: Refuge; NHS

Assignment #3: CD Perspective

Pick 1 completed piece of creativity that you think could have been better (yours or other). Say how you would have improved it if you’d been the Creative Director - including how you would have handled the changes with the client.

• Understand the importance of pitching and why it matters
• Learn the trade secrets of great pitching- from organising to idea collection
• Appreciate the importance of seeing the bigger picture, and sweating the small stuff

Pitch Deck Showcase

Workshop 3: Group Breakout Session: Pitch Theatre

Case Studies: Zulal Wellness Resort; Egypt Tourism Authority; Acer Predator

• Gain new (ninja) skills in order to present confidently in front of others
• Understand the importance of presenting both internally and to clients
• Appreciate the occasional need to make a fool of yourself and make it personal

Guest Speaker: Presentation Expert

Case Studies: Rory Sutherland; Charity Water; Kodak (Mad Men)

Assignment #4: Self-Presentation

Film a Self-Presentation of a Brand Manifesto.

• Develop your confidence as a pitch leader and presenter
• Understand the importance of pitching effectively both within and outside your team
• Aim to pitch inspiringly using imaginative ideas and concepts

Workshop: Group Breakout Session: Live pitch session - bring one creative concept of yours and pitch it in an inspiring way, with imaginative pre-sell before you show it. Groups will vote on the best pitch and winners will present to the whole group and instructor

• Gain a deeper understanding about how media drives everything
• Understand the importance of knowing your media and media-first thinking
• Appreciate the enduring power of film
• Learn to harness the power of AI

Guest Speaker: Film Director

Case Studies: Snickers; Addict Aide; Norwich City FC; Honda; Bimbo

Assignment #5: Alternative Medium

Think of an example of an existing, produced piece of creative work that could work well (or better) in an alternative medium.

• Discover why awards matter, and how to gain glory for your agency - and you
• Understand how to inspire, spot, nurture and build ideas
• Aim to play the long game when it comes to aiming for glory

Interactive - Zoom Poll: Bronze, Silver or Gold?

Case Studies: Microsoft XBox; Google; Refuge; Metro Trains Melbourne

Assignment #6: Award-Worthy Idea Assessment

Assess and improve one of a set of early proactive ideas

• Recap on the key learnings of the course
• Consider what kind of Creative Director you will be
• Learn to navigate your career path - from Executive Creative Director onwards.

Toolkit: Portfolio & Resume Template