postgrau-direccio-creativa-publicitat-01 Yonder, Agostina Carreño, Carolina Sofía Buntjen, Elena Privitera, Giovanna García, Mireia Arnau

Postgraduate in Creative Direction and Advertising

Learn about positioning for brands and companies by using creative ideas that communicate their products and connect with their audiences. With the Postgraduate in Creative Direction and Advertising you’ll create effective brand messages to generate differential value in creative advertising.

How to apply

Presentation

The need to offer differential value in an increasingly competitive market and in an era of information overload demands new creative advertising proposals. In this context, the Postgraduate in Creative Direction and Advertising will help you turn your creativity into a transformative value capable of seducing and influencing people. You’ll learn methods and tools to create effective and coherent brand messages that add value, help position brands, and cultivate their identity.

In the Postgraduate in Creative Direction and Advertising you’ll learn to develop campaigns with the help of experts who will share their knowledge in the form of theoretical concepts and practical projects to promote your analytical capacity and creativity.

They’ll teach you to master persuasive and effective resources such as advertising graphics, spots, branded content, interactive advertising and new media. In addition, you’ll understand the fundamentals of creativity in advertising, and you’ll learn to create persuasive and relevant messages that can be adapted to multiple platforms and media.

The role of professional creative directors is closely tied to brands and communication, but they can also be a part of any number of projects ranging from business strategy to engineering, art and entertainment. As a result, the student profile for the Postgraduate in Creative Direction and Advertising is cross-cutting: people who understand the decisive importance of creativity in advertising and who are looking to adapt to the constant changes affecting us in the information age.

Access and Admission Requirements: An official university undergraduate degree or equivalent in Graphic Design, Audio-visual Communication, Fine Arts, etc. Some professional experience is required.

At Elisava we have many other master and postgraduate programmes, find the most suitable design master for you.

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Objectives

  • Incorporating the latest trends in communication and comprehensive marketing.
  • Promoting creativity in differentiating and positioning organizations in both the private and public sectors.
  • Developing a strategic vision to achieve real, efficient solutions to the problems laid out in the course.
  • Integrating the latest research criteria in user-centred design with the current practice of advertising.
  • Becoming an expert in advertising with a focus on efficiency and a critical vision.
  • Developing a variety of creative methods that work for disruptive and persuasive projects in the field of advertising.
  • Incorporating strategic planning as a step toward defining the value proposition, transforming it into a creative concept and developing it into an efficient communicative action.
  • Creating transmedia communication artifacts based on the analysis and definition of people’s needs, motivations and ideals.

Postgraduate in Creative Direction and Advertising programme

1 Professional context of creative direction and creativity

Overview of the world of advertising and creativity, with special attention to the codes, workflows, agents, attitudes, and skills that characterize this context. This section addresses the conceptual framework in which the advertising professional currently operates: labor structures, consumer society, the phenomenon of advertising, new media, brands, and users.

1.1 Creative Direction: This is the most comprehensive advertising profile because it involves managing a team of professionals, interacting with the client, and generating strategies, whether from a brief or by identifying a market opportunity. We will share experiences and tools to create, lead, communicate, and, above all, develop (and kill) ideas.

1.2 Communication and Persuasion: Delve into the mechanisms and persuasive processes, focusing on the ability to capture audience attention to generate desire and consequent demand.

1.3 Creativity and Communication Skills: Neurobiology is the basis of communication and creativity. In these sessions, we will seek to apply methods based on Neuro-Linguistic Programming (NLP) for developing communication skills.

1.4 Creativity and Market: We will understand how the various agents in the advertising process interact, considering both business aspects and the more creative elements.

 2 Branding and bran fundamentals

We will analyze the evolution of the brands and we will establish the parameters on which the campaigns are worked, as well as the reception and analysis of the brief. It includes the Creative and Strategic Investigation (CSI) analytical section, where you will explore the basic contents necessary to create advertising messages.

2.1 Branding
Branding aims to create ‘brand guardians’ who are responsible for establishing the correct brand image in the minds of the audience. These sessions will take us from the broader context to the most specific attributes of the relationship between brand and consumer, considering tone, message formats, and new technologies.

2.2 Sensory Experiences
Brands increasingly face obstacles in connecting with their audience. Therefore, they are increasingly seeking to stimulate the audience’s senses to offer a more memorable, original, and unique experience. In this way, brands reclaim the earthly space to create a more genuine connection with their users.

2.3 The Word
The word is central to generating ideas and conveying them as powerful concepts. These sessions will focus on understanding how to structure a message and how to choose the right words to create effective communication.

 3 Creative tools and methodologies

In this module, you will learn to master the set of tools with which the creative department works in a projective and disruptive way.

7.1 Disruption and Creative Leap
Every day, we are exposed to a large number of messages and stimuli from brands. Disruption arises from the need to grab attention in a dramatic way, presenting messages that are hard to ignore.

 4 Narrative and advertising

Brands send advertising messages in the form of a story to connect easily and directly with their audience. Therefore, understanding the theory and practice of storytelling will give you the key tools to generate content and present it to clients and staff.

8.1 Narrative Structures
Stories are excellent carriers of messages, as well as aiding in synthesis and recall. In the sessions dedicated to storytelling, we will cover everything from the canonical structure of the story to its application in the world of persuasive communication.

8.2 Treatment and Story
Before crafting our stories, it is essential to develop a set of tools to ensure that the final result meets expectations and that we are aligned. Two resources are the audiovisual story and the treatment in art direction.

8.3 Animatic
An animatic is a way to bring storyboards to life by visualizing details such as shots, camera movements, sounds, and the logic of the story itself.

 5 Production and campaign

You will put everything you have learned into practice and develop a campaign from the beginning, articulating various creative pieces and placing special emphasis on the audiovisual world and new media.

9.1 Inspirational Assets
Analyze and understand culture, both current and historical. Various multidisciplinary experts will guide us through their essential references and the trends to consider in different creative industries.

9.2 Method and Tutorials
Suitable tutorials to carry out the project effectively, both conceptually and in execution.
If you want to know more about the Postgraduate in Creative Direction and Advertising download the brochure here:
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Do you want to know more about the Masters’ School?

Each academic year, students with very diverse professional and cultural profiles of more than 80 nationalities from all over the world attend their master’s or postgraduate training at Elisava. We want to promote connections and networks among students beyond the context of each master’s degree to promote the exchange of knowledge through very diverse projects: we organize interdisciplinary workshops and conferences; transdisciplinary projects with students from several master’s degrees; collaborations with companies, institutions and NGOs…

Interdisciplinary workshops Collaborations with companies, institutions and NGOs Elisava Masters’ Talks and lectures Elisava Alumni

Masters’ Scholarships

Do you want to study the Postgraduate in Creative Direction and Advertising at Elisava? In this section you will be able to check all the information on the annual call for scholarships, which recognize, reward and disseminate the talent and excellence of future master’s students.

Elisava Masters’ Scholarships