Introduction to Creative Direction: Pitch Your "Big Idea"

Nancy Herrmann, Creative Director and Packaging Designer

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7 Lessons (18m)
    • 1. Introduction

    • 2. Project Assignment

    • 3. Defining a Creative Director

    • 4. Writing Your Creative Brief

    • 5. Developing Your Concept

    • 6. Creative Reviews

    • 7. Final Thoughts


Project Description

Direct a "big idea" marketing campaign for a travel destination.

Project Description

As Creative Director, your assignment is to direct and present a branding or marketing  “pitch” campaign for a travel & tourism client. You can create a campaign for the destination of your choice; perhaps you prefer Cuba, Iceland or a favorite vacation spot. Throughout the videos, Nancy shares examples from her Bermuda pitch created at Stark Design

While you may be a star designer or wordsmith, this assignment is structured to put you in the driver’s seat. You’ll be working with one, preferably two, other creatives, so call on your fellow copywriters, photographers, illustrators and graphic designers to join the pitch. Using a creative brief, you’ll inspire your team and get them excited about solving the client’s problem.


Upload your branding or advertising campaign to the project gallery. While most pitches would be delivered as a single submission, the assignment for this course is broken down into four phases to help track your progress along the way.

Deliverable 1

  • identify your creative team (list names and roles)
  • creative brief with target audience, competitive research, any additional support information for concept direction

Deliverable  2

  • written summary of one concept

Deliverable  3

  • rough concept sketches
  • draft of branding or advertising copy
  • sample photography, sketch illustrations and/or graphic design layouts

Final Deliverable

A finished project consists of:

One page JPG (approximately 11x17") including:

  • concept
  • team
  • mock-ups of concept shown as media examples (eg. ad page, web banner, social media campaign)

Note: You’re encouraged to share your work throughout the project—it’s a valuable way of getting feedback from your colleagues. However, as Creative Director, you will make the final decision and submit one pitch campaign.


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