Copywriting

General

Program Description

Copywriting

Get inspired.

In the course of Copywriting and create, you'll learn how to write.

Learning to write is a carpentry exercise. Here we need to tailor every detail, until you get something brilliant.

Learning to write is a detachment of exercise. Here you need to know to throw away, to achieve something unique.

Learning to write is a repeat exercise. Here we need to do more, to get the final result.

Ie the Miami Ad School / ESPM Rio you will write and, above all, learn. Only here you find challenging, real life and a lot of refação.

It is the challenge to think creatively translated into words.

And if, after all this writing, find the inspiration is gone, just look around you, for your last lesson, you will learn that when it comes to Rio de Janeiro, will not lack inspiration.

PROGRAM

INTEGRATED CAMPAIGNS

In this course you will work hard. You will not think only of formats: prints, banners, films. You will think of a BIG IDEA.
Something greater than can multiply across multiple platforms without losing strength or brilliance. Will understand that today all communication work is integrated. All actions talk to each other and are not just adapted copies. There is even a category at the Cannes Film Festival for this: Titanium and Integrated Lions Awards.

PRODUCT DESIGN

The world of ideas is not limited to traditional campaigns. Today the customer expects you to have ideas to improve his business. Bright ideas, fresh and that the consumer is involved. In this course the student will think something that can add to the product (example: speakers of Skol cans) and, from that idea, it created an integrated communication platform.

CREATING FOR RADIO

The truth is that most radio spots (yes, radio commercial is called spot) is not very good. But when the radio is well used, it is very, very good. Radio is also a powerful media and a great workout for a young writer. This course will show you how to find your voice to this media like writing dialogue, when and how to use humor, using sound effects, creating a jingle writing and cost-effectively. And you will still think new formats, new ideas, will think, for example, a radio program. In the end, the three best pieces will be produced in producing sound.

POP CULTURE

First of creative can not feed only propaganda. Not least because the world is full of influências.Vamos talking about pop culture. Increasingly advertising and pop culture mix. Increasingly advertising wants to be part of pop culture in a sociedade.Você have to start producing pop culture brands and products. And what exactly is a pop product? In this course, we deepen the discussion and investigate various cultural and artistic phenomena of comics to cinema, from literature to music. Part of the classes has invited as musicians, animators, cartoonists, etc., who share with the students their practical experiences.

DIGITAL 1: BASIC CONCEPTS

You are creative and know nothing about web? Now you are going to have to understand. The online world and the offline world are increasingly a single world. And all have to learn creative thinking ideas, no matter the means. In this first digital discipline, the student will have a balance of conceptual and technical part. But do not fear, we will not be boring. You will understand the communication scenario; as it was and where it goes; types of digital interfaces; digital technologies; forms of Internet advertising: banner with simple interaction / Richmedia / e-mail marketing; hot sites / websites / social networks, sponsored links and whatever else invented until the start of school.

DIGITAL 2: CAMPAIGNS

In this course you will think big digitally speaking. You will understand how to think the campaigns. Magnifying a creative concept in various digital formats. Have ideas that talk together and create an unforgettable experience for the consumer. Will discuss famous cases and think formats that do not exist yet. You will learn to think and use new technology, understand new vocabulary.

DIGITAL 3: SOCIAL MEDIA AND MOBILE

Nothing is much talked about, so celebrated in the world of technology than social media and mobile. No customer today worth its salt can stay out of social networks. You will study award-winning classic cases and learn to have ideas using social media. It will also understand that the mobile phone is the mainstream media of the 21st century. Will understand how to think an application for mobile and how to put this idea into a larger context.

WRITING OF TRADE ROUTES

The 30 seconds are not alone. Today, write a creative script has numerous advertising solutions. Whether it's TV commercial, film or other screens like cell phones and computadores.As linear and classical narratives coexist with the irreverence of the Internet and viral.

WRITING TITLES

Like Elvis, the titles did not die. In this discipline, it will deepen in print and study in detail how to make a good title. Today, maybe make titles became an object of desire by agencies. Great writers that shine with visual ideas, also dominate bonds as anyone. Be one of them. And do not think that creating two, three titles will be enough. The game rule is: do more!

MAKE BEAUTIFUL: SUBMIT YOUR GOOD IDEAS

Present ideas is as important as having ideas. In this course you will learn how to best present their work. The best tell an idea. The make a well made board, just like the agencies fall under the major international awards. Will understand how to create a videocase. An integrated campaign today need a good videocase show.

BASIC PHOTOGRAPHY

This course will teach you the basic skills of photography, how the camera works, lenses and what type of film used for different types of conditions. Another goal is to teach you how to use the camera for creative visualization. Remember, this school totally discourages the use of photographs of image banks. The student must become a good photographer and never depend on a catalog of photographs taken by others.

GAMES

The games area yields now more money every major Hollywood productions added. This is an audience that can not be neglected when we seek new channels for messages. This course aims to base the student with concepts games, boardgames, advergames, serious games and ARGs (Alternate Reality Games) as communication tools. Classes will be expository, with cases analysis, group discussions and some exercises in laboratories.

RASTER IMAGE / MEDIA ELECTRONICS (PHOTOSHOP BASIC)

The course teaches the student the concept of raster image through the Adobe Photoshop program use. Resolution, size, dimension, color depth, editing techniques, imaging and illustration. Color theory, production for electronic media, are among the topics covered. Merging the technical concepts required for classes that students acquire an understanding of the application with the practice of software, we take the student to seek their own solutions for the implementation of his ideas, separating creation and technique.

IMAGE VECTOR / PRINTED MEDIA (ILLUSTRATOR / INDESIGN)

The course teaches the student the concept of vector image through the use of Adobe Illustrator and InDesign programs. Starting with the design of the study and illustration students learn the basics of vector edition (anchor points and vectors) and illustration techniques using Adobe Illustrator program. After presentation of concepts about print media and editorial production students learn the basic techniques of desktop publishing with Adobe InDesign program.

INTRODUCTION TO TYPOGRAPHY

The purpose of this course is to make students fall in love the typographical form by studying the history of the types of printing. The important stylistic developments of the great designers types, past and present, are the design based types of printing.

LANGUAGE FILM

This is a discipline of creation with production vision. You receive information about storyboards, camera techniques, sound effects, music, editing and basic understanding of how to plan a preproduction. And after all this, you still have to think about bright ideas scripts and produce them at the end of the course. We will let you know that a creative opinion and help a film director in a production business.

LONG COPY: OFF AND ON LINE

How much do you know how to write a text? You are of those writers who only think of concepts? You are of those writers who believe that consumers do not read texts? So get ready to revise their views. Large pieces with text earn Cannes, D & AD, One Show. Get ready to know the power of a text well done, well built, well designed. Yes, text is design, carpentry is with words. You will learn to campaign with text that everyone will want to read, including you.

ADVANCED PRINTED MEDIA: CONCEPTS AND VISUAL IDEAS

Ok, you already know the basics. Now, will undergo to overcome and have very good ideas, above average, which has content and brilliant execution. That fill the eyes of the most creative hard. This discipline is always given by a great art director of a large agency. As we said, we expect the worst even started!

PRINTED MEDIA BASIC

In this course, students learn a variety of advertising techniques that will help you think creatively. The first steps to understand art direction and how an idea works visually.

PLANNING IS CREATIVE THING ALSO

What is a strategy? Brand strategy versus creative strategy? Why is it important to understand a strategy? Increasingly have to understand the creative planning and organizing reasoning. You have to make the way before creating. You want to be creative? So all that concerns him.

WHO KNOWS PRESENTS LIVE: STAND-UP COMEDY

Nothing today is as discussed as stand-up shows. Are great texts of humor well built and well presented. This format which was already successful in the United States, is also a hit in Brazil. Stand-ups are real lessons for those who like to write and everything to do with copywriting. You will have classes with an expert in stand-ups, know the techniques, create your own stand-up and perform live. Get ready to take the audience into a frenzy.

ADVANCED ESSAY: THE TRUTH TIME

In this course, the student will work and produce more sophisticated advertisements than at the beginning of the course. Greater professionalism in the development of creative concepts, compared to large agencies will be required. That brilliant title, that killer campaign. The teacher of this matter will not be content with less.

EDITORIAL: START WITH AN IDEA

First discipline of advertising of course writing. His first contact with a more sophisticated propaganda vocabulary. Here you will understand that it all starts with learning to have ideas. Of all sizes and shapes. Learn writing techniques: developing texts and titles. Will take the first steps on conceptualization. Most of all, begin to develop a criterion. This will help you to distinguish what is a creative work and what is not. And, of course, will work great.

EDITORIAL PLATFORM

This is one of the most successful disciplines. Every writer out in love. Here you will learn how to write for different web formats. And will like. Today, the demand for copywriters who understand the virtual world is growing. And better paying.

STUDENT Competitions

This course is an acid test for the student. In it, we study prized ideas and why they were awarded. And, as a class exercise, you participate in major international competitions for students. Our students have won several international awards. It's your turn. Is not it a challenge?

EVERYTHING CAN BE MEDIA: OOH guerrillas

In controversial discussions about the survival of commercial TV and double pages of the magazine, there is a need to explore other ways never before thought media. In this discipline, your creative idea will go to places she never thought of being. Be pieces out of home (the traditional billboards to sophisticated modern street furniture) or alternative parts or guerrilla. Think outside the box.

USER EXPERIENCE

Agencies are increasingly building lasting digital platforms for its customers. For these digital products are created, there are techniques derived from interaction design to help creative in the process. Among the subjects taught in the course are: research methodologies and synthesis, design thinking and strategy design, ideation processes aimed at creating digital products beyond main concepts of information architecture and usability.

VIDEO Storytelling

How to tell a transmedia story that unfolds across multiple platforms? How to make the brand to create their own content with the participation of their fans, so spreading your own story? In this lesson, we will see great success stories, learn to think for various media and meet professionals who are creating and producing transmídias stories to their customers.

PORTFOLIO

This is the final discipline. In it, we will evaluate his two years of school and choose which the best pieces that will make up your portfolio. Select, say by the way, is also making new parts. No one leaves school without a portfolio, at least great. It's the rule! This quarter will be much harder than you might think. The goal is to develop a portfolio that reflects honestly your skills and strengths. It is the overhaul, a check-up of all that is going well or if we need to change something. This discipline has a great advantage: in addition to the orientation portfolio, you will have a lesson with a headhunter who will give tips on how you should present to the market. You will have 10 meetings with your advisor or live over the Internet. And in the end will present its portfolio in an event that combines portfolio night with graduation.

Last updated October 2015

About the School

Uma das escolas mais premiadas do mundo. Em 2002, por meio de uma parceria com a ESPM, a Miami Ad School chegou ao Brasil. Nesse tempo algumas tecnologias passaram, outras chegaram. Só uma coisa não p ... Read More

Uma das escolas mais premiadas do mundo. Em 2002, por meio de uma parceria com a ESPM, a Miami Ad School chegou ao Brasil. Nesse tempo algumas tecnologias passaram, outras chegaram. Só uma coisa não passou: as boas ideias. Read less
Rio de Janeiro