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• Integrated Advertising Workshops:   

In these advertising workshops I offer college students more than an introduction into the creative world of advertising and art direction. Students are taught how to come up with compelling, persuasive and creative ideas. Our primary focus will be 'an expandable idea' and executions to amplify the message. 

Students are taught how to be an integrated art director, both conceptually and through craft, and also how to use their strengths and interests from other visual fields such as Design, Photography, Illustration, Motion, and Typography and apply toward advertising. Ideas will be strengthened by using an integrated approach. Strong campaign ideas need to expand and propagate via web, social media, video, tv, ambient, event, guerilla--every medium.

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Each student is provided with their own mac workstation and will create work in collaboration and also at home.

Visual assignments/exercises will also be given to strengthen art direction skills. Students will begin developing exciting work for a portfolio. Group projects will enhance collaboration skills. Critiques of student work will strengthen conceptual thinking and strengthen ideas. Good ideas will constantly evolve and be pushed forward until they become great. Do not take the class if you are lazy. This class is taught with co-instructor, Creative Director, Lea Ladera.

            

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• Production in Motion / The Advertising Process:  

This course introduces students to the advertising production process as well as the creative process primarily focusing on commercials, videos, and digital content. We will chronicle the creation of television, video and online content from concept to screen. Topics include briefs, scripts, storyboards, bidding, prep, pre-production, shoots, editorial and animation. Projects will include team collaboration, visualization, storyboarding, director's treatment, location scouting in NYC and learning the steps to bring an idea to fruition.

 

Guest speakers will include agency creative teams, directors and production personnel. There will be field trips to production facilities in NYC as well. This course is held in the evening at Viacom/Nickelodeon, 1515 Broadway, with co-instructor Hafeez Saheed, Head of Production.

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• Advertising and 3D Workshop: Summer Pre-College Program:  

These are one week, full day workshops that explore the basics of advertising and design including concept, typography, digital and social media, exploratory problem solving and execution for portfolios. The course is part of a three weeks Pre-College program.

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Advertising Week One will be in the SVA Digital Imaging Center where each student will work on their own advertising ideas and be guided into the executional comp phase. Students will create their ideas as an art director on Mac workstations using Photoshop & Adobe Creative Suite with assistance from college student TAs and instructor. This will be a fun hands on week where you can experience events throughout NYC, what an art college class is like, and how advertising is done in the real world. Final student work will be printed using SVA's printing facilities. On the last day of classes, work will be displayed at a student exhibition and reception that is open to parents and the public.