Our classes help you use AI to strengthen each of these strategic foundations in your creative work through engaging projects we provide and ones you bring as well.
Strategic Foundations
Creatives start with purpose, direction, and forward-thinking energy.
- Strategy:
Strategy provides the blueprint that connects creative efforts to larger personal or business goals. It ensures each element works together to resonate with your audience and reflect your voice and purpose. - Innovation:
Innovation fuels originality and growth by encouraging new ideas, technologies, and approaches. It keeps creative work fresh, relevant, and ahead of the curve. - Data and Insights:
High-quality, relevant data underpins creative effectiveness and accuracy. Selecting, analyzing, and interpreting data effectively ensures alignment with your strategic and creative goals. - Ethical Design:
Ethical considerations guide responsible and inclusive use of AI, addressing biases, fairness, transparency, and impacts on people and society.
Creative and Sensory Core
Creatives transform strategic foundations into expressive, audience-centered experiences, where message, emotion, and personality come together to create impactful, multi-sensory content.
- Message (Core Idea):
Your message is the core idea, the essential truth you are communicating. It should be clear, focused, and in harmony with your voice and purpose. - Audience Insight:
Audience insights reflect a deep understanding of your audience’s needs, desires, fears, and motivations. These insights are rooted in emotion, cultural relevance, and lived experience. - Emotion:
Emotion is the feeling you want to evoke, such as joy, trust, urgency, or nostalgia. Strong creatives often center on one clear emotional focus. - Personality:
Personality refers to the designed traits, tone, and behavior that shape how AI expresses ideas and supports your creative work.
Story and Communication
Creatives shape how a message unfolds and connects. Through structure, voice, and clear calls to action, you guide your audience on a meaningful journey that captures attention, builds emotion, and drives engagement.
- Copy (Words and Voice):
Copy includes the tone, style, and language used to express your message. Great copy reinforces the core idea and emotion, whether it is witty, formal, direct, or poetic. - Story and Structure:
Humans are wired for stories. Structure guides the audience through a journey or transformation. Even simple narratives with clear tension and resolution make your message more engaging and memorable. - Attention-Getting Hook:
The hook is what captures attention right away, whether it is a striking visual, a surprising line, or a moment of curiosity. It often appears in the first few seconds or at the top of the content. - Call to Action (CTA):
A call to action tells the audience what to do next, such as buy, click, subscribe, feel, or share. It should be clear, motivating, and aligned with their stage in the journey. - Brand Identity:
Brand identity includes your logo, tagline, colors, and values that ensure recognition and consistency. The best creatives build from this foundation while welcoming innovation.
Media Craft
Creatives bring stories to life across sight, sound, and movement.
- Visual Style:
Visual language includes layout, color, typography, imagery, and design elements. It should reflect your voice and purpose and be tailored to both the channel and the audience. - Sound Design:
Audio language includes voiceover tone, pacing, sound design, and music. It sets the mood, supports the message, and strengthens emotional impact. Like visual language, it should reflect your voice and purpose and be tailored to the audience and platform. - Video Aesthetic:
Video language includes pacing, editing style, shot composition, motion graphics, and visual rhythm. It helps convey emotion, direct attention, and shape the audience’s experience. Like audio and visual language, it should align with your voice and purpose and be optimized for the platform and audience. - Format and Medium:
Format and Medium are the specific channels or contexts used (e.g., social media, email, video) to deliver your creative work effectively.