CRDR-362A: Copywriting 2

An advanced understanding into the craft of copywriting for branding and advertising. Assignments given to reinforce/teach students about the importance of presenting information clearly, provocatively and memorably. Students will learn to write brand manifestos, taglines, headlines in a range of tones, positioning, and style that match the individual brands. Students will create portfolio-ready, fully integrated campaigns for three individual brands, with copy as a focus. These campaigns will include manifestos, headlines, experiential, and digital executions. Students will write website-ready campaign descriptions and setups for each campaign, and learn how to best represent, describe, and convey their concepts. Students will evolve their presentation and communication skills, with the focus on clear, emotive idea representation. Students will explore and research writing tone and style, in advertising executions and beyond, bringing in weekly examples that they find and connect with - building a curated reference collection for themselves.