Pein Taught Creatives How to Manage & Design Conceptual Advertising Campaigns
Integrates Campaign strategy, Brand Development & Consistency, Copy Writing, Sequential Strategy, Design & Layout for print, and Concept integration/production.
Instructor; Christina Pein cp421@fac.aii.edu ©2006. Course Lecture & Content Developed by Christina Pein.
GD3384 ADVANCED DESIGN; CAMPAIGN GD3384 Required Forms (the Art Institute of California)
GD3384 Syllabus Worksheet 1; Concept Statement LOGO 1; Sketches & Digital Roughs
Campaign Details; All Requirements Worksheet 2; Creative Vomit LOGO 2; 25 Variations
Reading; Psychographics Worksheet 3; Pick-Up Lines LOGO 3; Final 10 Variations
LECTURE SLIDES    
     
Chris Pein; Lecture Schedule DUE TODAY In-Class Work

DUE NEXT WEEK
week 1
Understanding Your Audience;
BE the Target Whether You Like Them or Not
The Homocidal Logo Process;
Examples of Real Logo Work and Painful Commentary		   Research of All Topic Choices for Campaign and begin Concept Statement Worksheet
(due Week 3)		 Due @Class Start Week 2:
5 Logo Sketches for Logo, Computer- Roughs of those 5 on required form
Start “Creative Vomit” Worksheet
week 2
Concept Ads Series; Poetic, Personification
and other Engaging Methods of Delivering a Message
IDEA vs. Design Approach
More than Just Good Looks		 5 Logo Sketches for Logo, Computer- Roughs of those 5 on required form
Creative Vomit Worksheet		 Instructor Reviews 5 Digital Roughs/Chooses 1 to Proceed
Work on 25 Logo Variations
“Creative Vomit” Worksheet		 Due @Class Start Week 3:
25 Logo Variations on required form
Concept Statement Worksheet
on required form (10 Variations of
Final Logo in class)
week 3
Making the Most of Your Vomit;
Ad Marker Rough Examples
Logo Trademark Requirements		 25 Variations of logo on required form
Concept Statement Worksheet on required form
10 Variations Final Logo		 Groups of 4 Review Logo 25 Variations and Agree on 1 to Proceed with Final 10 Variations
Work on 10 Variations of Final Logo


 Due @Class Start Week 4:
“Who’s Line Is It” Exercise
Bring Tracing Paper & Marker
week 4
Is it the Copy or the Visual That’s Pulling
the Weight? Review of “Who’s Line”
Writing Pick-Up Lines; Taking Your
“Creative Vomit” to the Next Level

 Who’s Line Is It Exercise
First Round of Pick-Up Lines on required form by class end		 Begin Pick-Up Lines and Marker Roughs. Write LINES FIRST, then look for supporting visuals. Due @Class Start Week 5:
10 Marker Concept Comps for Magazine Series (MUST be on
8.5 x 11 plain/opaque paper)
week 5
Reading of Pick-Up Lines
Get 5-6 Lines Approved
Review Marker Roughs
with Instructor & Group
Publication Content Planning;
Engage, Inform, Call to Act,
Your Responsibility, Your Decision		 10 Marker Concept Comps for Magazine Series (MUST be on 8.5 x 11 opaque paper) Work on all your stuff!
Prepare Magazine Ads for PDF screen presnt.
Due at Class End: Revised Design Statement (if necessary)

 Due @Class Start Week 6:
Semicomps for Magazine Ads Series in ONE PDF for screen
week 6
On-Screen Critique of Magazine Ads.
You MUST present on-screen review
Giant Heap O-Brochure Examples;
Direct Mail Spared the Shreader

One multiple page PDF document of your Magazine Ad Semicomps, optimized for on-screen review
Tight Roughs of Publication
on required form

 Work on Tight Roughs of Publication Layouts

Due @Class Start Week 8:
Semicomps of Publication Designs
for On-Screen Review
Complete Rough Mock-up of
Publication Due
Postcard Digital Roughs front
& back on one side of an 8.5 x 11
week 7
Veterans Day; NO CLASS
Veterans Day; NO CLASS
Work on Creating
Publication Final Files		 Due @Class Start Week 8:
Semicomps of Publication Designs
for On-Screen Review
Complete Rough Mock-up of
Publication Due
Postcard Digital Roughs front
& back on one side of an 8.5 x 11
week 8
Alternative Formats; Reflecting the
Concept in Form & Function
 Concept & Typography
Concept-Appropriate Promotional Examples

Semicomps of Publication
Designs for On-Screen Review
Complete Rough Mock-up of Publication Due
Postcard Digital Roughs front
& back on one side of an 8.5 x 11

 On-Screen Review of Publication/Brochure
Work on Publication
Refinements, Grid, Flowlines		 Due @Class Start Week 9:
Digital Roughs of Billboards & Promotional Items
week 9
Going Postal; Direct Mail Obstacles
and Rules		 Digital Roughs of Billboards & Promotional Items Work on Billboards
Required Billboard Image Files with Ready-Made Masks provided TODAY ONLY		 Due at Class Start Week 10:
Final Promo Items and any other dimensional mock-ups for photographing.
Final Billbaords & Promo Items
Prepare PDF of all components for
on-screen final review
week 10
Presentations; Requirements
and Suggested Layouts		 On-Screen Final Review
Final Promo Items and any
other dimensional mock-ups
for photographing.
Final Billbaords and Promo
Items Due.

 Refine & Finish
EVERYTHING		 Due at Class Start Week 11:
Final Presentation of Entire Campaign
week 11
Final Presentations of Entire Campaign		 Final Presentation
of Entire Campaign		 Final Presentation
of Entire Campaign		 Final Presentation
of Entire Campaign