Art & Science of Ideas
Great ideas are at the heart of all brilliant creative work. They can inspire action and even change the world. In this course, we'll be breaking down the ideation process into five main steps and start creating great ideas.
Great ideas are at the heart of all brilliant creative work. They can inspire action, create a new way to live, last a lifetime, and even change the world.
But these ideas don't appear as if by magic. They take bravery, collaboration, resilience, imagination and more, which means sometimes it's easier to play it safe and recreate what's gone before.
We'll be breaking down the process into five main steps that will help you understand how great ideas happen - everything from the first inkling to the final feedback.
Part 1: Think It
The first part of this course takes us back to the beginning of the creative process and we'll discuss how ideas are born with a range of creatives, including Tony Davidson, ECD at Wieden+Kennedy London, and legendary ad-man Patrick Collister.
Part 2: Context It
In Part 2 we'll look at how to make ideas that thrive in a commercial landscape. Alongside our course leaders, we'll hear from marketing expert Daryl Fielding and see examples of brave ideas from across the world.
Part 3: Create It
During Part 3 you will start doing, and bring your big idea to life with the help of the team behind Google's award-winning NSynth Super project and graphic design genius Jim Sutherland.
Part 4: Push It
Once you have your big idea it's easy to stop there. Part 4 will help you keep going and push your idea further than ever before, with advice from over 20 of the worlds best creative brains, including ad guru Ben Priest. You will also get access to a brand new creative tool.
Part 5: Refine It
Part 5 will guide you through the scariest part of the creative process: getting feedback. A trio of top creatives, including the brilliant Becky McOwen-Banks from FCB Inferno, share their experiences (good and bad), and our course leaders will guide you through giving feedback to each other.
By the end of the five modules, you'll have heard from over 50 of the creative industry's smartest minds, have a toolkit of tried and tested methods of creating big ideas, worked - in real-time - on a brief with your fellow participants and have take-away tools to help create world-changing ideas over and over again.
Who is this course for?
This course is for everyone who wants to understand the importance of great creative ideas, and how to have them. It's particular relevant for those at the start of their creative careers, specifically in advertising, marketing and design.
Julie Seal
Nick Eagleton
Arif Haq
Julie Seal
Nick Eagleton
Arif Haq
Julie Seal
The Art and Science of Ideas is for anyone who wants to understand the importance of great creative ideas. It's designed for all creatives who need to know how to have brilliant ideas, those at the start of their creative careers, specifically in advertising, marketing and design and any in-house creatives wanting to push themselves, and the briefs they receive.
This course is designed to take around 20 hours to complete. We'd recommend you tackling one module per week, over 5 weeks, but you can also take this course at your own pace - all in one day, split over weeks or even across several months.
Yes! Once you've completed the course you can request a certificate.
You have 6 months to complete this course.
Your tuition covers access to the course for a full 6 months, all the video content and downloadable worksheets.
If you'd like to make any changes to your order then contact the team at masterclasses@dandad.org and we can help.
This course is self-directed and designed for you to complete by yourself, with the support of peers learning alongside you. If you need help, get in touch with one of the D&AD team at masterclasses@dandad.org.
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