Workshop Program
Block 1 Title: THEORETICAL CONTEXTUALIZATION
Subject 1
Graphic Design as an essential tool: good and bad graphics used in campaigns (a campaign with a good graphic design can be a failure and vice versa).
Graphic Design principles and elements that must be considered.
Photographic campaigns vs. typographical campaigns.

Subject 2
Copywriting techniques; the message, tone of voice, point of view etc.

Subject 3
Contextual analysis –with visual examples– of an Ad campaign from the beginning; from Briefing to execution.
Work stages and work flow: the 4D’s, Discovery, Definition, Design and Delivery.

Subject 4
Creative techniques and different media (TV, Radio, Newspapers, Internet, viral, etc.).
What makes an idea a good idea?
Ideas that stick in the collective mind; SUCCESs fundamentals.
Good ideas poorly executed versus bad ideas well executed.

Subject 5
Self-promotion: if your job is to promote big brands, why don’t you use these powers with yourself? Creating a good and bad portfolio. Producing a good folio to land a good job!
- Discussion: At the end of every lecture –theoretical contextualisation–, the subject will be discussed with the students for a few minutes.
Block 2 Title: PRACTICAL ACTIVITIES
This workshop has an eminently practical character.
Go to “EVALUATION” to fill in the detail of each one of the Educational Activity.