because you will be sweating in it like the rest of us did. classes are structured so that 2 planners work with a creative team composed of an art director and copywriter, who then fully execute a campaign assigned the week prior. that means:
research + creative brief + briefing + multiple creative executions fully rendered = about 5-6 days.
each wednesday 40 of us met in this room and sat in these chairs to present our strategies and creative. it was a tremendous amount of fun, but intense with a healthy dose of friendly competition. everyone in my class was about helping each other out, collaborative thinking and praising others' work. there was no covering notebooks if other teams walked by.
a lead planner at y&r miami critiqued the planners' strategies each week while a creative director from another agency gave feedback to the creatives. the pressure was on every week to deliver something different, wild yet relevant, pretty, well-done and most importantly, on strategy. i called this class 'baptism by fire.'
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