Advertising Creativity for all Audiences
A course by Daniel GranattaConsultant / Advertiser / Engineer / Anthropologist
A course by Daniel Granatta, Consultant / Advertiser / Engineer / Anthropologist
Learn to conceptualize, produce, and sell ideas
If you're already working in the field or have a personal project or initiative you want to get out there, then this is the course for you!
In this online course, Dani Granatta, advertising and innovation specialist, teaches you how to conceptualize, sell, and produce your own advertising campaigns.
What will you learn in this online course?
28 lessons & 10 downloads
Ideas and Formats
9 minutes, 46 seconds
Mental maps
17 minutes, 5 seconds
Oblique strategies and other techniques to create ideas
11 minutes, 34 seconds
The narrator
5 minutes, 18 seconds
Platforms and integrated ideas TODAY
11 minutes, 41 seconds
Doing or not doing ... that is the dilemma
11 minutes, 58 seconds
What's included in this course?
Start by getting familiarized with Daniel Granatta's work and influences.
Next, Daniel explains the importance of knowing how to conceptualize and takes you on a brief tour of the history of advertising. He gives you an overview of some of the most famous brands and campaigns to date, the evolution of the platforms used for each of these, and the needs of different target audiences.
Now that you have a bit of context, it's time to learn how to make mental associations with different techniques and to discover the importance of playing with the narrator's point of view.
Daniel then walks you through the ins and outs of working with a brief, what exactly a brand and its territories are, and what the differences are between brands that are all talk and those that actually deliver. He also discusses how to build a market insight and create a strategic marketing plan for a specific case.
Next, study the criteria that distinguishes a good idea from a bad one and discover some tips on winning the business of a potential client.
To wrap up, take a look into the future by analyzing technological issues, trends, and consumers.
What is this course's project?
Starting with a brief, create a dog shelter service, devising a name and an advertising campaign as if it were a real commission.
Projects by course students
Who is this online course for?
Anyone from advertising, communication, marketing, and design students to professionals and entrepreneurs who want to make their project known to the public or anyone looking to develop their creative side.
Requirements and materials
To take the course, all you need is some paper and a pencil. However, a laptop, some visual design awareness, and basic copywriting and social media knowledge would also be very useful.
Reviews
- 7 months ago
El curso está muy bien. Siempre sirve escuchar y aprender con estos profesionales
- 9 months ago
Chévere el curso, fácil de entender! me gustó mucho!
- 11 months ago
good course
- 1 year ago
Me gustó mucho el curso, ¡gracias!
- 1 year ago
I really enjoyed the course, thank you!
For his work as a publicist, Daniel has won 6 lions in Cannes in one single year and has been a jury member at various festivals around the world. He is a writer and columnist in different magazines and blogs and, in addition, he works as a teacher in different universities, schools, and training centers in Spain, the United States, Mexico, and Colombia. He is currently a future design and innovation consultant.
Content
- U1
Introduction
- Presentation
- Influences
- U2
The Concepts
- What are advertising concepts?
- A brief history of advertising
- U3
The world of ideas
- Ideas and Formats
- Mental maps
- Oblique strategies and other techniques to create ideas
- The narrator
- Platforms and integrated ideas TODAY
- Doing or not doing ... that is the dilemma
- U4
The Brief
- What it is and how it looks
- How to write it and translate it
- The dangers of the brief
- How to work with the brief
- U5
Brands and strategy
- What is a brand?
- Territories of a brand
- The point of view of a brand
- Brands that say and brands that do
- The insights and the planning document
- U6
What is a good idea and how to sell it
- Criteria to distinguish a good idea
- Tips for selling your ideas - Part I
- Tips to sell your ideas - Part II
- U7
What does the future hold
- Technology and its exponential growth
- The future is digitally facilitated analog
- The intersections of trends
- The consumers of the future
- U8
Draft
- Creation and presentation of a project
- Creating a campaign
- FP
Final project
- Advertising creativity for all audiences
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
PLUSIf 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
You’ll learn how to generate creative ideas, distinguish between ideas and formats, craft innovative campaigns, use tools like mind maps and Synapse, write effective briefs, and adapt storytelling across multiple advertising platforms.
This is an intermediate-level course, perfect if you already have a basic understanding of creativity, advertising, or communication and want to dive deeper into innovative techniques and digital tools.
You only need basic knowledge of advertising or creativity and internet access. Optional tools include Synapse, mind mapping, and graphic editing software for hands-on exercises.
An idea is the core creative concept, while the format is the medium or channel that delivers that idea (like banners, commercials, or social media).
You’ll use mind maps, Synapse for concept association, Oblique Strategies, random phrase generators, and online crowdsourcing techniques to boost your creativity.
The course walks you through how to conceptualize, develop, and produce interactive banners and digital campaigns using creative ideas and multiplatform formats.
Yes, you’ll learn to write effective briefs, distinguish them from RFPs, identify key elements, and tailor them to different creative and client contexts.