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Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
UE18
Training officer(s)
S.VIOLETTE
Stakeholder(s)
S.VIOLETTE
Présentation
Goal
- Understanding the creative process of an advertising campaign.
- Understanding the way an agency works.
This course develops the following professional skills:
- Learning about communication techniques, technologies and jobs.
- Designing and presenting a through-the-line communication strategy: drawing it up, presenting and defending it (being able to justify the choices made).
- Knowing online and offline jobs.
- Being able to work with all professional partners (agencies, companies, etc.).
- Developing your personality with an emphasis on values of integrity, open-mindedness, tolerance, and respect.
- Applying “principles” to every action: diligence, autonomy, interdisciplinarity, innovation, inventiveness.
- Realizing the difference between style and content, refining an idea and being able to justify it based on objective criteria.
- Understanding the way an agency works.
This course develops the following professional skills:
- Learning about communication techniques, technologies and jobs.
- Designing and presenting a through-the-line communication strategy: drawing it up, presenting and defending it (being able to justify the choices made).
- Knowing online and offline jobs.
- Being able to work with all professional partners (agencies, companies, etc.).
- Developing your personality with an emphasis on values of integrity, open-mindedness, tolerance, and respect.
- Applying “principles” to every action: diligence, autonomy, interdisciplinarity, innovation, inventiveness.
- Realizing the difference between style and content, refining an idea and being able to justify it based on objective criteria.
Presentation
- Organisation in an agency (division of work).
- Tools for the creative department: the world of software, iconography, colours and typography.
- Birth and life of a campaign: from the creative brief to the consumer.
- Understanding / writing a creative brief.
- Design / creation techniques: brainstorming, competitive analysis, teamwork, mock-up creation, presentation, pitching projects, production follow-up (photographs, implementation, printing process).
- Understanding campaigns: “reconstructing a creative brief backwards.”
- Practical case: creative brief reflection, from brainstorming to formulating a concept, from choosing a medium to graphical transcription, in professional conditions.
- Tools for the creative department: the world of software, iconography, colours and typography.
- Birth and life of a campaign: from the creative brief to the consumer.
- Understanding / writing a creative brief.
- Design / creation techniques: brainstorming, competitive analysis, teamwork, mock-up creation, presentation, pitching projects, production follow-up (photographs, implementation, printing process).
- Understanding campaigns: “reconstructing a creative brief backwards.”
- Practical case: creative brief reflection, from brainstorming to formulating a concept, from choosing a medium to graphical transcription, in professional conditions.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| 15,00 | |||
| Independent study | |||
| Travail personnel indicatif | 15,00 | ||
| Overall student workload | 30,00 | ||
Evaluation
Oral examination in groups at the end of the session.