MasterClass - Jeff Goodby & Rich Silverstein Teach Advertising and Creativity
.MP4, AVC, 960x540, 24 fps | English, AAC, 2 Ch | 2h 25m | + PDF Workbook | 1.83 GB
Jeff Goodby and Rich Silverstein, the founders of the legendary advertising agency Goodby Silverstein & Partners, deconstruct their best advertising campaigns in their new MasterClass on advertising and creativity. Learn creative storytelling and how to make work that connects with millions from the iconic duo. Whether you're starting a new company, advertising to millions, or just interviewing for your first job, their energy is infectious and their advice is invaluable.
Jeff Goodby and Rich Silverstein both started their careers in journalism, with Jeff as a reporter and illustrator at The Boston Herald American, Time magazine, and Mother Jones and Rich as an art director in the heyday of Rolling Stone magazine. After meeting at Ogilvy & Mather under Hal Riney, they started GS&P with Andy Berlin in 1983 and won their first Cannes Lions as an agency for the Mill Valley Film Festival. They went on to win lions across every award and brand category, bridging an unprecedented variety of styles. Their advertising campaigns include "got milk?," the Budweiser lizards, Hewlett-Packard "Invent," the E*TRADE monkey, Polaroid "See What Develops," the NBA's "I love this game," Nike "Skateboarding," and "Sega!"
Since 2000, the agency has excelled at creating work that transcends media. Most recently, it received gold Cannes Lions for "Lessons in Herstory" (an AR project that rewrites history to include women), "Dalí Lives" (a deepfake experience that brings Salvador Dalí back to life), "I Am a Witness" (the first emoji for a social cause), Chevrolet's Sonic Launch with OK Go, and the Cheetos Museum. In this year's 2020 Super Bowl, GS&P will have ads for Pepsi, Doritos, SodaStream, and Cheetos.
In this online class, you'll learn about:
* How to make something out of nothing
* Behind the scenes of "got milk?"
* How to make advertising that lives in culture
* Working with brands
* Goodby's rules for creative vandalism
* How to tell a story in 30 seconds
* Writing, design, and giving direction
* Is it funny enough?
* How to pitch
* Anatomy of a campaign
* The Super Bowl
* Bringing humanity to the corporate world
* New business: Pulling out all the stops
* How to start an agency
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