Course: Storytelling in Advertising

In his last chapter, Andy Orrick explores how we engage with story, and both the potential and danger of handing over directorial control to the audience. Before we get stuck …

“All good creative content and communication should tell a story, ads are no different. There’s no point in running around with a camera if you haven’t got a good story. …

Here, in an excerpt from his 2015 D&AD President’s Lecture, Ben Tricklebank reiterates the importance of putting the story before technology, demonstrating this with his work for The Order on …

A lot of the examples we’ve looked at so far in the course have been moving image or interactive digital work. However static images, for example press ads in a …

Managing Director at UNIT9 Valentina has 10 years experience working in interactive production. After graduating in Science of Communication with a Master’s degree in Multimedia Content Design, she started her …

Assassin’s Creed Unity Agency: Sid Lee Paris / Client: Ubisoft EMEA Yellow Pencil / Branded Film Content & Entertainment / 2015 In 2012, the sales of computer games in the …

Now that you know what your narrative is and who your audience is, how are you going to bring the two together? You need to bring the story into the …

In his last video, Gary talks a lot about selecting the correct media for engaging your audience. Here, we’re going to look at this in a bit more detail, particularly …

Using digital is a great way to immerse your audience in your story and really get them involved in it. There are loads of different ways to do this, but …

Please note that this video contains some strong language. Peter Souter is Chairman and Chief Creative Officer of TBWA\London. He’s the former Executive Creative Director of AMV, the former president …

In his next instalment, Andy Orrick from Rattling Stick reflects on a lifetime of favourite stories, and what we can learn from them. All of us have our own idea …

Driven by a firm belief that the things we do and buy should give us pleasure and not guilt, Daianna Karaian founded Thoughtful, a lifestyle magazine and brand consultancy connecting …

As well as having a strong story with longevity (as with the Nike ‘Just Do It’ campaign), there are also more subtle ways to communicate brand values within a story …

Now you have an understanding of the importance of storytelling, we’re going to look at three techniques for shaping and structuring your narrative effectively. Make sure you know what your …

Jon Kallus is a Creative Director at Grey London. His career spans agencies all over the world and his work covers products and brands from credit cards and cars to …