Creative Concepts

What’s this course about?

The industry has radically changed in the last five years. But what hasn’t changed is the need to create the next big idea.

This 8-week course invites you to imagine what’s next in the value exchange between people and brands. Whether you’re a current Creative who wants to build your portfolio or someone who’s thinking about becoming a Creative, this course will give you the opportunity to explore avenues of thought, technique, and execution to develop great ideas that belong in a portfolio.

Passionate and seasoned professionals will coach, critique, and collaborate with you as you explore ideas across different media with a singular purpose. You will have the chance to share your work as you develop your ideas for class assignments and your personal portfolio.

Classes meet once a week in the evening for two hours over a period of eight weeks. Here are a few of the topics we’ll cover:

• Understanding creative strategy and concepting
• The Big Idea
• Thinking inside the box, thinking outside the box
• Making work that works
• Selling and presenting yourself and your ideas
• Addressing your clients’ real business problems and goals

Guest speakers will be invited to share their wisdom.

Who will be teaching the course?

Greg Almeida

Executive Creative Director

MMB

As a copywriter by trade, Greg has spent the majority of his adult life working at numerous agencies, both big and small. Prior to joining MMB, Greg was most recently an SVP, Creative Director at Arnold Worldwide, where he ran the Jack Daniel’s, New Balance and the Boston Bruins accounts. Over the years he as also created award-winning work for Truth, Volvo, Hershey’s, Staples, Fidelity, Jet Blue, Zappos and more.

Greg’s work has been recognized by the industry’s most prestigious creative shows, including Cannes, The One Show, the Emmys, Communication Arts, D&AD, ANDY, Clio, the ADC, Webby’s, Graphis, Archive, FWA and TBS’ now-defunct “TV’s Funniest Commercials of the Year.”

Greg graduated with a BA from Boston College and a Masters Degree from Emerson College. He also has a love of comedy, a healthy sports obsession and a rather impressive Fantasy Baseball resume.

Travis Robertson

Executive Creative Director

MMB

Travis is an Art Director and designer by trade, with an odd and adventurous backstory. Prior to advertising, he had a variety of strange occupations: working as a child actor, vintage Vespa mechanic, cable guy, professional muay thai fighter, filmmaker, bartender and chef. He has a BA in Film Production from Emerson College, with graduate studies in Art Direction and Design from Portfolio Center.

He has worked at a slew of shops in both Atlanta and Boston, most recently as an SVP Creative Director at Arnold, where he ran accounts like Jack Daniel’s, New Balance and The Boston Bruins. He has also created award-winning work for brands like Volvo, Unicef, Truth, Carnival, Southern Comfort, Burton, Guinness, Coca-Cola and others.

His work has been honored by Cannes, The One Show, Clios, Emmys, FWA, D&AD, Type Directors Club, ADC, Andy’s, Webby’s, Communication Arts, Graphis, Archive and is on exhibit in the permanent collection of the Cooper-Hewitt Museum of Art and Design.