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Strategy Planning for Creative Advertising

Earn a badge in this 3-week bootcamp

student learning from home

Summer 2020 Dates (Remote Online)
ADP 002:
July 13 - July 30, 2020
Time: Every Monday and Thursday, 6:00pm to 8:00pm
Tuition: $405 - $450
Online Platform: Webex

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A boot camp where planning is integrated with creativity to elevate the work of art directors and copywriters. Taken from the creative director’s perspective, this distance learning program will guide you through the process of how to come up with insights that will lead to fresh thinking. Understand the techniques used by the most creative agencies in the world. Use cultural tensions, archetypes, and brand truths to enhance your storytelling. Most importantly, you will learn how to present your work with the conviction that comes from knowing the consumer’s mind.

This is a Synchronous and Collaborative Remote Experiential Learning™ (SCREL™) course. Unlike traditional distance and online learning models, SCREL enables real-time interactions between faculty, industry professionals. In addition, our intimate maximum class size of 14 students will enable in-depth discussions and exchange of ideas to maximize your learning experience and results.

This distance learning program is for art directors and writers who wish to elevate the work in their portfolio or at work. For creatives who want to be competitive in today’s job market. If you are a new graduate, you will still benefit from taking this class.

Technology Requirements

Students enrolled in this program must have access to a personal computer with the following minimum specifications:

  • High-speed internet connection
  • A standard laptop or desktop computer that is capable of running the latest browser and streaming media
  • Build-in or external webcam and speakers

What You Will Learn

  • Recognize the potential of ideas in their early vulnerable form and contribute constructively to improve them
  • Describe how cultural tensions lead to insight
  • Identify a strategic position to guide the creative process
  • Produce briefs more likely to stimulate creative ideas
  • Utilize archetypes to guide vivid storytelling
  • Understand the dynamics of social sharing and engagement
  • Construct ideas by using well-defined problems
  • Recognize a big idea and how to creatively activate it

What You Will Get

Methodologies that will elevate your creative work and make it more competitive in today’s job market.

Meet Our Faculty

Tom McManus

Tom McManus
Associate Professor, Advertising & Digital Design BFA, FIT
Award-Winning Creative Director with expertise in both agency and corporate environments. Led $20 million to $300 million transitions from traditional to integrated media content provider for client Samsung. Launch team member supervising Droga 5 on “Pru Challenge Lab” microsite, winner of the 2013 Cannes Titanium Lion.


Pat Hanlon

Pat Hanlon
TEDx speaker; and Author of Primal Branding
Hanlon is an investor and entrepreneur who has been a guest speaker at TEDx, IDEO, New York University, American Marketing Association, Parsons School of Design, FIT, and has been quoted in, Fast Company, Forbes, Business Week Online, Entrepreneur, Inc. magazines and on NPR. He has appeared on CNBC, Fox Business, and on-camera subject matter expert on "branding" in the 10-part documentary series "The Kennedy Files". He founded Thinktopia in 2002 and primalbranding.co in 2019.

Why FIT?

  • Certification from a world-renowned college
  • Classes taught by top industry experts
  • Our focus is on helping you transition or advances your career
  • Our team-teaching methodology maximizes learning outcomes
  • Curriculum Designed by award-winning educators

Synchronous and Collaborative Remote Experiential Learning

FIT’s SCREL programs were developed by award-winning faculty members from FIT’s Creative Technology & Design (CT&D) subject area and Center for Continuing and Professional Studies (CCPS). It provides a hands-on learning experience that simulates the workflow of online collaboration and global teamwork, which is becoming a standard in the contemporary creative industry.

Synchronous: Real-time remote lectures, demonstrations, and discussions for instant feedback and dynamic exchange of ideas.

Collaborative: Adaptation of industry-standard tools that enable real-time online collaboration and teamwork.

Experiential: Hands-on experiential and project-based learning in which students actively explore real-world problems and challenges and acquire a deeper understanding of the subject.

Center for Continuing and Professional Studies (CCPS)

FIT's CCPS offers credit and non-credit courses in fashion, business, design, computer technology, and marketing, as well as a range of certificate programs to help you enter and advance in the fashion and related industries. With short seminars, multi-session courses, and flexible schedules, you can learn at a time and pace you can manage and afford.

Creative Technology & Design (CT&D)

The CT&D program area was founded with a mission to elevate students’ understanding of advanced design concepts as well as their command of cutting-edge technology, CT&D at FIT provides a flexible curriculum and an empowering transdisciplinary learning environment. Our pedagogical goal is to nurture the next generation of creative technologists who will design digital products, platforms, and creative solutions that improve people’s lives.

CT&D Advisory Board

C.J. Yeh, Founder / Founder and Managing Partner, Cynda Media Lab 
Christie Shin, Partner / Design Director, Cynda Media Lab 
Paul Kim, Vice President of Strategy, North America HQ at Samsung Electronics 
Allison Ceraso, President and Chief Experience Officer, Havas Health Plus 
Marcin Ramocki, Chairman, MFA in Media Arts, New Jersey City University 
Akiko RokubeCreative Director, PwC Experience Center 
Jennifer BrunoDirector of Product, Fusion Media Group 
Ben MorejonCreative Director, Anomaly