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Take the Fear Out of a Blank Piece of Paper

Course Details
  • Course Number ADC-2030-A
  • Day(s) M
  • Dates Jun 03 - Aug 05
  • Hours 06:00PM - 09:30PM
  • Ceus 3.50
  • Cost 510.00
  • Additional Fees 0.00
  • Status Open
  • Location 133/141 West 21st Street

Description


Take the fear out of creating, take the fear out of presenting, and take the fear out of working in the big time. This course is all about experiencing life in a big ad agency while working on assignments for your book. You will learn strategy, execution and how to edit your own work. As important as what to do is learning what not to do. You'll see presentations that include how competing agency teams answer the same creative brief, and do work in every facet of media-a full 360 approach. You'll find your passion for creativity and realize how much fun it can be.
NOTE: Please bring an ad that you like and one that you don't like from a current publication to the first session.

Instructors

Steve Kashtan

Executive creative director, Euro RSCG Worldwide

Education:

BFA, School of Visual Arts

Professional experience includes:

Creative director, DDB Worldwide, NY; Lowe Worldwide; BBDO

Accounts include:

United Technologies, New York Lottery, Subaru, Museum of Sex, Valvoline, Ricoh, Macy’s

Awards and honors include:

Art Directors Club, Print, Creativity, Communication Arts, Graphis, The One Show, Obie

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Lisa Rettig-Falcone

Executive vice president, executive creative director, Havas Worldwide

Education:

BFA, School of Visual Arts

Professional Experience includes:

Creative director, DDB NY, Lowe Worldwide; TBWA; Scali, McCabe, Sloves

Clients have included:

United Technologies, Subaru, Macy’s, Museum of Sex, General Motors

Awards include:

Art Directors Club, CLIO, Athena, Print, Creativity, Communication Arts, The One Show, ADDY, Graphis

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Oooh, Advertising Sounds Like an Interesting Career, I Think I'll Take This Course

Course Details
  • Course Number ADC-2030-B
  • Day(s) T
  • Dates Jun 04 - Aug 06
  • Hours 06:00PM - 09:30PM
  • Ceus 3.50
  • Cost 510.00
  • Additional Fees 0.00
  • Status Open
  • Location 136 West 21st Street

Description


Believe it or not, that's all it takes to start a career in advertising-a desire. But in order to succeed, you need to be able to generate great ideas. Because without a great idea, you can't create a great ad. In this course, you'll be challenged to do great ads. You'll do ads in class and you'll do ads at home. You'll do ads with a partner and you'll do ads by yourself. You'll throw some away. You'll keep the rest. And if by the end of the semester you still think advertising sounds like an interesting career, we'll talk about how your great ads will land you a job. To find out more about this course please visit: whatstudentssaid.com.
NOTE: Please bring a black marble notebook to the first session.

Instructors

Gregg Benedikt

Creative director, Fahrenheit 451. Formerly, The Chapman Agency, Young & Rubicam/WCJ, K&D, Ryan Drossman/MARC USA

Education:

BA, University of Delaware; School of Visual Arts

Former clients include:

Nikon, Hewlett-Packard, Sony Electronics, Everlast Clothing, MTV's The Grind, HBO, Guinness, AT&T Worldnet

Awards include:

World Medal, New York Festivals; Advertising Women of New York; Communication Arts; Art Directors Club; ADDY; Best of New York

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Rich Degni

Vice president, creative director, Source Communications

Education:

BFA, School of Visual Arts

professional experience includes:

Creative director, Ryan Drossman/MARC USA; Young & Rubicam/WCJ; The Chapman Agency; Draft Worldwide

former Clients include:

Nikon, Subway, HBO, Sony, AT&T, MTV, Guinness, Everlast Clothing, Prodigy, Amtrak, Wise Snacks, Hewlett-Packard, Citigroup, American Express

Awards include:

World Medal, New York Festivals; Advertising Women of New York; Best of New York; Communication Arts; Art Directors Club; ADDY

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How to Do Killer Work

Course Details
  • Course Number ADC-2030-C
  • Day(s) W
  • Dates Jun 12 - Aug 07
  • Hours 06:00PM - 09:00PM
  • Ceus 2.00
  • Cost 270.00
  • Additional Fees 0.00
  • Status Open
  • Location 214 East 21st Street

Description


This is a "how-to" course: how to dig beneath the garbage thinking that only produces the dull and cliché; how to get to that mysterious, fun place in your brain where the really exciting, fresh thinking happens; and how to turn that fresh thinking into dropdead work that rises above the rest. This course will not only teach you the creative process, it will also show you techniques designed to help you uncover your most unique thinking. It will teach you how to evaluate your own work (more valuable than gold) so you can learn how to tell a killer idea from a deadbeat one. If you're willing to bust a little (of your own) butt, you'll learn how to create the kind of killer work that can jumpstart a career. To see student feedback and find out more about this course, please visit Mark's ad blog at: adiocracy.com/category/ksw.
NOTE: Please bring a roll of masking tape to the first session.

Instructor

Mark S. Burk

Partner, executive creative director, BigVoice Unlimited

Education:

BA, Colorado College; Columbia University; Northwestern University

professional experience includes:

Creative director, BBDO; Deutsch Advertising; J Walter Thompson

Clients have included:

Ikea, Tommy Hilfiger, Burger King, Pizza Hut, Taco Bell, U.S. Navy, AIG, Foot Locker, Campbell's, Kraft, Kellogg's, General Mills, Condé Nast

Awards include:

The One Show, Communication Arts, ADDY, ANDY

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Build a Great Portfolio, Get a Great Job, Win Lots of Awards, Have a Nice Life

Course Details
  • Course Number ADC-2030-CE
  • Day(s) T
  • Dates Jun 04 - Aug 20
  • Hours 06:00PM - 10:10PM
  • Ceus 4.50
  • Cost 535.00
  • Additional Fees 0.00
  • Status Open
  • Location 209 East 23rd Street

Description


How do you get that great first job that opens the door to a great career? It almost entirely depends on the quality of your portfolio. That's what this course is about. We'll teach you how to generate and complete first-rate campaigns, ads and innovative alternative media. In the process, you'll learn a lot about concept and art direction-tools you'll need to take your book from scraps of paper on a wall to finished ads. To find out more about this course please visit: how-we-teach.posterous.com.
NOTE: This course may be taken for undergraduate credit. Please refer to ADD-2030-CE in the credit courses section of this website for details.

Instructors

Paul Jervis

Creative director, art director

Education:

BS, University of Maryland

Professional experience includes:

Partner, creative director, Young & Rubicam; group creative director, Backer Spielvogel Bates

Accounts include:

United Airlines, Citibank, General Foods, Philips Magnavox, Showtime, Xerox, Partnership for a Drug Free America, Cunard

Awards include:

Hall of Fame, CLIO; The One Show; Art Directors Club; ANDY; ADDY; Graphis; Communication Arts

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Richard Pels

Writer, creative director

Education:

MFA, University of Oregon

Professional experience includes:

Group creative director, senior vice president, Saatchi & Saatchi, BBDO. Group creative director, executive vice president, Scali, McCabe, Sloves

Campaigns include:

MCI, Hallmark, U.S. Air Force, Kleenex

Awards include:

Gold Pencil, Best of Show, The One Show; CLIO; ANDY; Art Directors Club; Cannes Lion

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Creativity for the Hispanic Market

Course Details
  • Course Number ADC-2050-S
  • Day(s) W
  • Dates Jun 05 - Aug 14
  • Hours 06:00PM - 09:00PM
  • Ceus 3.00
  • Cost 395.00
  • Additional Fees 0.00
  • Status Open
  • Location To Be Announced

Description

This course will explore the intricacies of the Hispanic market. We will discuss why major brands invest a significant percentage of their budget toward the multicultural market, and focus on how to come up with big and relevant ideas. Each week, students will be assigned a product or service and then produce an integrated campaign-TV, digital, print, radio, OHH and alternate media-for Hispanic target audiences. How to tap into cultural insights that create relevant messages for the Hispanic consumer will be examined. By the end of the semester, students will have several finished portfolio pieces that will demonstrate creative ability and knowledge of the Hispanic market.
NOTE: This is a bilingual course and requires fluency in the Spanish language. Please refer to the ¿Hablas Diseño? section of this website for a complete listing of course offerings conducted in Spanish. Although not required, it is recommended that students have access to a Macintosh computer and a working knowledge of Adobe Illustrator, Photoshop and InDesign.

Instructor

Javier Fuentes

Creative director

Education:

BFA, Institución Universitaria Mississippi, Madrid


professional experience includes:

Vice president, executive creative director, The Vidal Partnership

Clients include:

Coca-Cola, Dentyne Ice, DirecTV, Heineken, JC Penney, Sprint, Rémy Martin, Trident

Awards include:

Festival Iberoamericano de Publicidad; Ojo de Iberoamerica; Hispanic Creative Advertising Award, Advertising Age; Radio Mercury Award

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Producing Commercials for Television in the 21st Century

Course Details
  • Course Number ADC-2164-A
  • Day(s) M
  • Dates Jun 03 - Aug 05
  • Hours 06:00PM - 09:30PM
  • Ceus 3.50
  • Cost 470.00
  • Additional Fees 0.00
  • Status Open
  • Location 380 2nd Ave

Description

Top advertising agencies continually create more superb television entertainment than the Hollywood studios turn out as programming. This course will give a detailed review of advertising video and film production. Topics will include: the steps followed by the assigned agency producer, budgeting, bidding, preparation of estimates, organizing the production, storyboard and audio breakdown, casting, costuming, set needs, shooting and editing, recording and mixing, and the completion of the video or film for on-air release. The working relationship between art director, writer and producer will be examined. We will view sample reels and guest lecturers will discuss the making of commercials. Field trips to state-of-the-art editing facilities will be included.

Instructor

Robert Naud

Director, producer, Bob Naud Productions. Formerly, ABC, CBS, NBC, McCann-Erickson, Young & Rubicam

Education:

MA, Columbia University; EdD, California Coast University; Royal Academy, London; Musée Comando, Paris

Television Credits Include:

Swiss Family Robinson, Turner Broadcasting; Helen Hayes on Helen Hayes; National Alcoholism Test; The Doctors; You Bet Your Life; technical advisor, Gossip Girl

Awards:

More than 300 broadcasting awards for com- mercials, including Kodak, Coca-Cola, Clairol, Frito-Lay, Tang, Travelers Insurance, Excedrin, Westinghouse, Exxon, Colgate-Palmolive, Lipton, Chrysler, Bristol-Myers Squibb

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Finding Brand

Course Details
  • Course Number ADC-2413-A
  • Day(s) W
  • Dates Jun 05 - Aug 14
  • Hours 06:30PM - 09:00PM
  • Ceus 2.50
  • Cost 335.00
  • Additional Fees 0.00
  • Status Open
  • Location To Be Announced

Description

Business strategy identifies the core values of an organization and product as a touchstone to decision-making. This course will blend the creative and analytical points of view, such as marketing and soft skills, to effectively communicate these values (and differences) so that the product becomes category defining, and the logical selection for consumers faced with competing market choices. Through an exploration of competitive contextualization and market opportunity, we will cover how to define the product fingerprint to elevate the organization and product beyond commodity and into valuable brand property. Cross-cultural sensitivity and intellectual property considerations will be considered, and use of traditional and new media in broadcasting the brand will also be addressed.

Instructor

Steve Cranford

Chief executive officer, Whisper

Education:

BS, Pittsburg State University; JD, Washburn University

Clients include:

BigBand Networks, Qantas Airways, NBC Universal, Seagram International, AccuWeather, March of Dimes

Publications include:

Financial Post, Fast Company

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Creative Thinkers Wanted

Course Details
  • Course Number ADC-3078-A
  • Day(s) W
  • Dates Jun 05 - Aug 14
  • Hours 06:00PM - 09:30PM
  • Ceus 3.50
  • Cost 470.00
  • Additional Fees 0.00
  • Status Open
  • Location 214 East 21st Street

Description

It's what the business of advertising has been looking for since the beginning of time: intelligent, creative thinkers. Everybody will start this course with a goal to become an art director or a copywriter. And they'll all have good ideas. But good isn't enough. And that's what we're here for. In 10 weeks, I'll show you how to take those good ideas and make them great. Whether print ads, ambient executions or interactive pieces, they will have smart, creative thinking behind them. I'll help shape your way of thinking so your ideas can get you into awards ceremonies, published annuals and the high life of the advertising rock star. The only prerequisite for this course is an open mind and a serious work ethic. I'll help you do the rest. To find out more about this course please visit: creativethinkerswanted.blogspot.com.
NOTE: Please bring a black marker and sketchpad to the first session.

Instructor

Matt Tarulli

Vice president, creative director, Digitas

Education:

BFA, School of Visual Arts

professional experience includes:

Kirshenbaum Bond Senecal + Partners, TBWA/Chiat/Day, Wunderman

Accounts include:

eBay, Nextel, Atari, Virgin Atlantic Airways, Fiji Water, Edward Jones, Comcast, Dell, Johnnie Walker, Land Rover, Citibank

Awards include:

The One Show, Art Directors Club, Graphis, Creativity, John Caples International Award, ADDY, Communicator Award

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Copywriting in Spanish

Course Details
  • Course Number ADC-3243-S
  • Day(s) M
  • Dates Jun 03 - Aug 05
  • Hours 06:00PM - 09:00PM
  • Ceus 3.00
  • Cost 395.00
  • Additional Fees 0.00
  • Status Open
  • Location 133/141 West 21st Street

Description

Writing is an art; writing for communication media is a craft. With some talent and a lot of drive, you can learn the techniques that will make you a great copywriter. Given the number of Hispanic TV channels, radio stations and publications in the national market, the demand for copywriting in Spanish is rapidly growing. This course will address the processes and techniques for creating clear and succinct copy that will entice the target audience and sell the product-whether for editorials, television or print advertising. The creative process will be demystified and students will refine their skills through mastering the three keys to writing excellent copy: strategy, structure and style. Learn how to economize words and collaborate with partners. The goal is successful presentation of ideas-above all, a great copywriter is a great salesperson.

NOTE: This is a bilingual course and requires fluency in the Spanish language. Please refer to the ¿Hablas Diseño? section of this website for a complete listing of course offerings conducted in Spanish.

Instructor

Lourdes Centeno

Special assistant to the commissioner, public information officer, New York State Division of Human Rights

Education:

BA, Universidad de Puerto Rico

Professional experience includes:

Entertainment editor, People en Español; metro editor, El Diario/La Prensa

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Marketing Creativity 1.0

Course Details
  • Course Number ADC-3342-A
  • Day(s) T
  • Dates Jun 04 - Aug 06
  • Hours 06:00PM - 09:00PM
  • Ceus 3.00
  • Cost 395.00
  • Additional Fees 0.00
  • Status Canceled
  • Location 380 2nd Ave

Description

This course will show creative people marketing that can be used in creative work, and it will show business and management people how to tap their innate creativity (yes, it is in there) to develop more inventive and impactful business strategies. We will address the basic components and techniques for developing a marketing communications plan that is strategically sound and creatively brilliant. Whatever part of the business world you currently inhabit, you will be better at your work and more promotable after this course. There will be at least one real-world assignment with an actual client in which each participant will develop a marketing communications plan and creative work, including ads, collateral and digital and social media work to present to the client. We will also review how to present your work, and how to art direct an ad for power and impact. Taught by one of SVA's long-serving instructors, Marketing Creativity 1.0 has attracted many senior creative directors, as well as art directors, copywriters and digital designers at all stages of their careers, and chief marketing officers, account executives and account planners.
NOTE: Please bring a white, three-ring binder (1.5 to 2") to the first session. Students must have access to a computer for home assignments.

Instructor

Charlie Rosner

Chairman and chief executive, Marketing Pathfinding Inc.

Education:

BFA, University of the Arts

professional experience includes:

President and creative director, Public Sector Solutions Inc.; Herman and Rosner Enterprises, Inc.; Ogilvy Consulting/London; creative director, Cabot/Boston, Smith Greenland, Lord Geller Federico Einstein

Slogans authored include:

"If you're not part of the solution, you're part of the problem," VISTA; "Train to the plane," MTA; "Join the army, travel to distant, exotic lands, meet unusual people and kill them," Fifth Avenue Peace Parade Committee

Clients Have included:

World Bank; Peace Corps; United Nations Association; Zurich Financial Services; IBM; Club Med; Buckingham Palace Office of Communications

Awards include:

More than 500 awards, including ANDY, One Show, Communication Arts, Art Directors Club

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Advocacy Advertising

Course Details
  • Course Number ADC-3357-A
  • Day(s) T
  • Dates Jun 04 - Aug 06
  • Hours 06:00PM - 09:00PM
  • Ceus 3.00
  • Cost 395.00
  • Additional Fees 0.00
  • Status Open
  • Location To Be Announced

Description

Create ads to influence public opinion or to effect social change. Learn how to harness advertising techniques and develop your skills while building a portfolio of advocacy pieces. This course will focus on developing strong concepts and building compelling ads that persuade and motivate people. Open to copywriters, art directors and media creators, topics will include most major media: television, radio, direct mail, outdoor, print, collateral and Web ads. Students will work on assignments outside of class in the media of their choice and produce a set of portfolio pieces. Sessions will include lectures on the key topics of advocacy advertising, viewing of current ads and successful campaigns from the past, and the presentation and critique of students' creative output. Guest professionals from the field will discuss their approaches and techniques.

Instructor

Bart Robbett

President, political media consultant, Robbett Advocacy Media, LLC

Education:

BFA, Nova Scotia College of Art & Design; MA, University of Buffalo

Professional experience:

More than 400 political and advocacy campaigns, including: Straphangers Campaign, Nassau County Democratic Committee, Save the Sound, New Hampshire State Senate Caucus, Hospital Association of New York State, Natural Resources Defense Council anti-fracking effort in New York State

Professional affiliations include:

President, Greater New York City Chapter, American Association of Political Consultants

Award:

Pollie

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Build an Integrated, Big Idea Portfolio: It's What You Need to Get a Job Today

Course Details
  • Course Number ADC-3936-A
  • Day(s) T
  • Dates Jun 04 - Aug 06
  • Hours 06:00PM - 09:30PM
  • Ceus 3.50
  • Cost 470.00
  • Additional Fees 0.00
  • Status Open
  • Location 136 West 21st Street

Description

Whether you're thinking of creating an ad portfolio or already have one, whether you're a writer or an art director, in order to break through the crush of portfolios out there you need a portfolio with big ideas. You need ideas so big they trigger many multi-channel executions. To put it into perspective, ideas that only work in the print medium won't get you hired. Today's book needs to show an understanding of large-scale conceptual thinking in all media. This course will explore how to conceptualize and develop a quality, big idea portfolio by creating campaigns that can stretch across Web, mobile, social, ambient, viral, guerilla, print, outdoor, etc. As a bonus, I'm going to help you diversify your book so it shows off your strengths and hides your weaknesses. Get all the tools, techniques, principles, methods, strategies and practical skills you need to build an inspired portfolio that can put you in the strongest position to get the most creative and interesting work possible. (A custom-made layered PSD template of digital and rich media Internet banners will be made available to help get your work looking more integrated and modern than ever.) Even copywriters will find these techniques useful. We all had to start somewhere, and the best way to move in-or move up-is by presenting the strongest portfolio possible. I know what today's creative directors look for in new talent-I want your portfolio to be sought after.

Instructor

John Rea

Group digital creative director

Education:

BFA, School of Visual Arts

Professional experience includes:

McCann-Erickson, Wells Rich Greene BDDP, J. Walter Thompson, Rolling Stone

Accounts include:

Coppertone, Volvo, Coca-Cola, HBO, Intel, AdCouncil/MADD, Paramount Pictures

Awards include:

Art Directors Club, International Film and Gold Award, Effie; International Film and Television Festival; Cannes International Advertising Festival; Adweek’s 100 Best; Art Directors Club; Type Directors Club; Archive; Graphis

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