MasterClass – Jeff Goodby & Rich Silverstein Teach Advertising and Creativity

Jeff Goodby and Rich Silverstein, the founders of the legendary advertising agency Goodby Silverstein & Partners, deconstruct their best advertising campaigns in their new MasterClass on advertising and creativity. Learn creative storytelling and how to make work that connects with millions from the iconic duo. Whether youre starting a new company, advertising to millions, or just interviewing for your first job, their energy is infectious and their advice is invaluable.

Jeff Goodby and Rich Silverstein both started their careers in journalism, with Jeff as a reporter and illustrator at The Boston Herald American, Time magazine, and Mother Jones and Rich as an art director in the heyday of Rolling Stone magazine. After meeting at Ogilvy & Mather under Hal Riney, they started GS&P with Andy Berlin in 1983 and won their first Cannes Lions as an agency for the Mill Valley Film Festival. They went on to win lions across every award and brand category, bridging an unprecedented variety of styles. Their advertising campaigns include got milk?, the Budweiser lizards, Hewlett-Packard Invent, the ETRADE monkey, Polaroid See What Develops, the NBAs I love this game, Nike Skateboarding, and Sega!

Since 2000, the agency has excelled at creating work that transcends media. Most recently, it received gold Cannes Lions for Lessons in Herstory (an AR project that rewrites history to include women), Dal Lives (a deepfake experience that brings Salvador Dal back to life), I Am a Witness (the first emoji for a social cause), Chevrolets Sonic Launch with OK Go, and the Cheetos Museum. In this years 2020 Super Bowl, GS&P will have ads for Pepsi, Doritos, SodaStream, and Cheetos.

In this online class, youll learn about:

  1. How to make something out of nothing
  2. Behind the scenes of got milk?
  3. How to make advertising that lives in culture
  4. Working with brands
  5. Goodbys rules for creative vandalism
  6. How to tell a story in 30 seconds
  7. Writing, design, and giving direction
  8. Is it funny enough?
  9. How to pitch
  10. Anatomy of a campaign
  11. The Super Bowl
  12. Bringing humanity to the corporate world
  13. New business: Pulling out all the stops
  14. How to start an agency

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