Advanced Media Concepts-1
This course develops advanced creative thinking skills for digital and print advertising. Students learn how to generate strong conceptual ideas, translate insights into visual communication, and develop cohesive brand messaging across multiple executions. The course emphasizes ideation methods, strategic thinking, and transforming abstract ideas into clear, compelling design concepts.
- Generate strong advertising concepts using structured ideation techniques.
- Develop a central big idea and translate it into multiple visual executions.
- Interpret client briefs to produce relevant and strategic creative solutions.
- Build consistent brand language and messaging across campaigns.
- Present and justify creative concepts professionally.
The whole semester.
- 01Advertising as Strategic Visual Communication
- 02Global vs Local Advertising Approaches
- 03Understanding and Interpreting Client Briefs
- 04Research for Local and International Brands
- 05Insight Generation and Problem Definition
- 06Brainstorming Techniques for Creative Ideation
- 07One-Liner Ads and Rapid Concept Development
- 08 · MidtermBig Idea vs Execution Idea
- 09Developing Multiple Executions from One Core Idea
- 10Sketching and Visual Idea Exploration
- 11Arranging Concepts into Campaign Systems
- 12Brand Language Development Using an Inspiration Object
- 13Brand Messaging and Cohesiveness in Communication
- 14Advertising Appeals and Message Strategies
- 15Emotional Print Ads and Digital Campaign Concepts
- 16Group Critiques, Field Exposure, and Applied Learning
Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.
Students will develop an integrated advertising concept for a selected brand in the form of the following deliverables:
1 logo design, 2 print ads, 2 web ads, 1 billboard design, 1 bunting design, 1 shelf talker.
Project must have: a clearly defined big idea and creative strategy, multiple executions derived from one core concept, visual concept sketches and refined layouts, and consistent brand language and messaging across all outputs.
The final project will be evaluated on originality, strategic relevance, clarity of concept, and consistency across executions.
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