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Online course

Storytelling in Advertising

Learn from top creatives how to engage audiences by using storytelling in advertising, from crafting a narrative to using digital.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • A Statement of Participation when you complete over half the course

Find out more

Storytelling in Advertising

Why join the course?

We’re D&AD – a global organisation that inspires, celebrates and enables creative excellence worldwide. Discovering and nurturing talent is at the heart of what we do, supporting creatives throughout all stages of their careers.

In this course we bring our rich history of awarding and inspiring powerful storytelling in the creative design and advertising industries to show how using a narrative can make your brands and products stand out from the crowd.

Join high profile creatives, including Sir Alan Parker, Peter Souter, Gary Hoff and Al MacCuish as they share practical advice about how to create compelling stories that sell products, brands and values.

Structured across four weeks, you’ll be given the context of why we use story and guided through how to:

  • Create a narrative
  • Communicate a brand through story
  • Engage your audience
  • Amplify your message through digital

Both theory and practical tasks will be supported using examples from D&AD’s extensive archive of award winning creative work.

To get ahead of the game, start exploring D&AD’s archive of award winning creative work now.

When would you like to start?

  • Date to be announced

Who is the course for?

This course is for everyone who wants to understand how storytelling can add value to a campaign. It will be particularly relevant to those studying or already working in the creative industries - specifically advertising, marketing and design.

Basic understanding and knowledge of the advertising industry will be helpful.

Who will you learn with?

Hilary Chittenden

Working within D&AD's Foundation to inspire the next generation of creative talent, promote diversity, and stimulate the creative industry to work towards a more sustainable future.

Paul Drake

Foundation Director at D&AD where we champion innovation in learning and the power of creativity to create positive change.

Who developed the course?

Supporters

Buy a personalised, digital and printed certificate

You can buy a Statement of Participation for this course — a personalised certificate in both digital and printed formats, to celebrate taking part.

$54.00

Course highlights Get a taste of this course before you join:

  • Storytelling: everything and nothing has changed
    Storytelling: everything and nothing has changed
    video

    Al MacCuish reflects on the art of storytelling, from cave painting to writing and film. Has anything really changed? How is story relevant today?

  • A career in stories
    A career in stories
    video

    Spanning both the small and big screen, Sir Alan Parker reflects on his career in storytelling, from how he became a director to borrowing references.

  • The seven story archetypes
    The seven story archetypes
    article

    Can all stories be defined by archetypes? Here, we outline Christopher Brooker's theory of the seven basic plots.