CANCELED: Intro To Non-Traditional Advertising Campaigns

, Freelance CD/Copywriter


Students will leave this class knowing the fundamentals of concepting and executing non-traditional ad campaigns within advertising agencies for large brands.

"Non-Traditional" meaning: Ad Campaigns created before media has been bought that does not hinge on a Television Commercial or Print Ad. 

But also means: Non-Traditional channels for Traditional advertising.

Through the lens of Non-Traditional Ad Campaigns I've helped create for Nike, Rainier Beer and RadioShack, we'll discuss:

-Starting with an idea that links back to the brand. 

-Viral videos: when, why, dangers, opportunites. 

-Facebook + Twitter: what's worked so far for me. What hasn't. Why.

**Important Note: I will not reveal or discuss anything approaching an equation that will equal Non-Traditional Advertising Campaign Success. Because if such a thing existed, I'd be out of a job. 

**Plus, if you were hoping we'd discuss "best practices" it's best you don't come at all. There are none. Anyone saying otherwise is trying to sell you something. 


This class will be taught by Mike Tuton and Jay Lorenzini.

Mike Tuton

Freelance CD/Copywriter

Mike Tuton is a freelance CD/Copywriter based in San Francisco, CA.  

He was named a Brandweek Guerilla Marketer Of The Year, won multiple Yahoo Big Idea Chairs, and has won awards at all major advertising shows. 

Previous clients include MINI, Gallo Wines, Nike, RadioShack, Columbia, Dell, Priceline, Budweiser, Rainier Beer, and SFMoMA.  For more work visit


Jay Lorenzini is an award-winning freelance Art Director and Designer based in San Francisco, CA.

Previous clients include MINI Cooper, Jeep, Levis, Columbia Sportswear, Ray Ban, Persol, Arnette, Mountain Hardwear, Coca-Cola, Ubisoft, YouTube, LensCrafters, Epson,, RadioShack, NVIDIA, Kohler, 1000memories, and The Marine Mammal Center. For more work visit

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