Creative Concepts

What’s this course about?

This 8-week course will explore the building blocks critical to creating the big idea, the foundation for every meaningful dialogue between brands and customers.

This course is great for aspiring creatives looking to build a portfolio, clients and account people looking to get a better understanding of the creative process, as well as younger art directors, designers, and writers.

Together, we’ll explore the value of strategy, techniques for concepting, execution, and ways to pull the big idea through all components of an integrated campaign. You will benefit from the expertise of guest speakers from top agencies, and have the opportunity to share your work and have your portfolio critiqued as you develop it.

Classes run for two hours, one evening a week for 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
• Work that’s relevant
• 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?

Doug Chapman

SVP/Creative Director

precisioneffect

Doug has held senior creative positions at top Boston agencies including Allen&Gerritsen, Hill Holliday and now precisioneffect. He has worked with regional, national, and international clients such as The Massachusetts State Lottery, Arbella Insurance, Amgen, State Street, Dunkin’ Donuts, and Shire.

Doug is a former board member of the AdClub of Boston and has served as Chairman for The New England Hatch Awards. Over his career, Doug has been recognized by Communication Arts, Clio, Hatch, Kelly Awards, The One Show, and named a Creative All-Star by AdWeek Magazine. He is a below-average golfer and is interested in losing weight.

George Recine

VP/Associate Creative Director

precisioneffect

George is a New York transplant who spent the first half of his career at Gotham, Inc. working on everything from makeup to motels. His major brand experience includes Maybelline, Lufthansa, Yellowbook, Newman’s Own, Bausch & Lomb, and Best Western.

A move to Boston and healthcare has seen him take on cancer for Merrimack Pharmaceuticals, diabetes for OmniPod, life-threatening allergies for AUVI-Q, and be recognized at the MM&M awards in the process. He’s a Yankees die-hard, prefers Seinfeld to Cheers, and still pronounces “r” in all the right places, but he pretty much digs New England otherwise.