Advertising Creativity: Take your Ideas to the Next Level
A course by Ruano RiveraCreative Directors (Art & Copy)
A course by Ruano Rivera, Creative Directors (Art & Copy)
Learn the basic principles to develop and pitch groundbreaking ideas
“Great ideas are usually simple ideas”, according to David Ogilvy, the so-called "father of advertising," but, coming up with that idea takes hours of thinking, testing, debating, and thinking some more.
Advertising has changed since the award-winning series Mad Men, but the power of ideas lives on, and Camilo Ruano and Iván Rivera—Chief Creative Directors at Ogilvy Colombia for 12 years and now Creative Directors at Draftline/Ab Inbev—are here to guide you through it. From their extensive experience working for big brands like Coca-Cola, they help you develop a strong creative idea for a brand, just like they'd do at a real ad agency.
In this online course, learn to think of great ideas and develop them step by step, from the brief to the execution of a video case and a mood board for a client pitch.
What will you learn in this online course?
13 lessons & 18 downloads
Brief
12 minutes, 6 seconds
Dibrief
11 minutes, 46 seconds
Strategy
13 minutes, 21 seconds
Creative Development Part 1
11 minutes, 47 seconds
Creative Development Part 2
10 minutes, 2 seconds
The idea and the creative criteria
9 minutes, 28 seconds
What's included in this course?
Begin by meeting Camilo Ruano and Iván Rivera, who talk about their careers, studies, and their most noteworthy experiences. They also tell you about the importance of having references and influences outside of advertising, to nurture your creative work.
Learn about key processes and documents to get the creative process rolling. See what a client brief and agency debrief are, as well as the role of strategic planning to direct creativity towards a relevant result for the target audience.
Camilo and Iván talk to you about creative development and how there is no exact formula for having great ideas. Then learn some basic techniques for thinking creatively, along with the concepts of insight, storytelling, storydoing, and cultural relevance.
Now explore what makes an idea or concept good, and discover how you can express your creative concept through art direction, copywriting, and interaction. Next, see the steps for developing the main pieces to present your concept, be it a video case, a mood board, or a presentation.
To bring the course to a close, Camilo and Iván give you some key tips to express your idea clearly, with the necessary stimuli combined with physical and verbal expression techniques.
What is this course's project?
Develop a creative idea from a brief and end the process with the creation of a video case and a mood board.
Projects by course students
Who is this online course for?
Students and anyone new to the world of advertising creativity who want to learn how to develop and present creative ideas for brands.
Requirements and materials
To take this course it would be helpful, although not essential, to have basic knowledge of Adobe Photoshop, Illustrator, and a video editing program.
Reviews
- 1 year ago
100
- 1 year ago
¡100!
- 2 years ago
ta mu bueno
- 2 years ago
excelente curso, muy practico!
- 2 years ago
Clear, practical, and engaging with valuable insights.
They have worked for the last six years as creative directors for Coca-Cola (the Latin Center and Andean region), a brand for which they have won several awards at renowned festivals like Cannes Lions, Clio Festival, London Festival, D&AD, and One Show, among others.
Their greatest pride is creating great ideas for Coca-Cola and making them a reality around the world, including on display at the Coca-Cola Museum in Atlanta, USA.
Content
- U1
Presentation
- Presentation
- Influences
- U2
Brief - What the client wants vs. what the customer needs
- Brief
- Dibrief
- U3
Strategy
- Strategy
- Success stories in planning
- U4
Creative Development - The Idea: the bridge between logic and magic
- Creative Development Part 1
- Creative Development Part 2
- The idea and the creative criteria
- Craft and Execution
- Video Case / Board
- U5
Presentation to Client - If Not Sold Is Not Creative
- If you do not sell, it's not creative - Get to know the customer
- If you do not sell, it's not creative / Presentation
- FP
Final project
- Creative direction for brands
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 develop creative ideas as a team, apply copywriting and art direction techniques, create briefs and debriefs, analyze successful campaigns, and present creative proposals that align with brand identity and cultural relevance.
This is an intermediate-level course, perfect for those with basic knowledge of advertising, copywriting, or graphic design who want to deepen their understanding of creative processes and teamwork.
All you need is a basic understanding of advertising or design and a strong desire to boost your creativity. Prior experience in creative teams or agencies is helpful but not required.
You’ll build skills to generate innovative ideas, collaborate effectively between copy and art, structure briefs and debriefs, analyze insights, and deliver impactful, distinctive advertising campaigns.
The course teaches how to work creatively in pairs, covering co-creation, mutual review, and developing integrated campaigns that blend storytelling, art direction, and concept development.
Yes, you’ll learn to write effective briefs, set communication goals, segment audiences, identify creative must-haves, and tailor proposals to budget and brand identity.
Yes, the course analyzes well-known campaigns like Mamá Lucchetti and examples from international festivals to show how to apply insights and creative strategies in real projects.