Striking Creative Gold was carefully created to help hungry ad creatives find brilliance consistently and without burnout, even under pressure.
By the end of this course you'll have the mindset, habits and tools you need to succeed as a creative in advertising.
The Course Includes ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯
• 17 content-packed video lessons, with some of the best creatives in the world as guests
• Personalized feedback by Leo Rosa Borges on all assignments
• Access to exclusive ad creatives community
• Lifetime access
• 2 exclusive bonuses (see below)
How to train your brain to come up with brilliant ideas on demand
How to get and maintain the mindset needed for optimum creative output
What are the elements of a brilliant idea and how to master them
Tools and creative techniques to help when you need ideas now
I try hard to come up with the best ideas I can every day. To help my clients, to advance my career, and hopefully make the world a little better. I too have spent way too many hours at the agency, trying to find the perfect idea. Getting frustrated, stressed, burned out. I even ended up in the hospital several times because of stress-induced problems.
Just before I quit advertising altogether, I learned a few things that completely changed my outlook on creativity. It was never about working “harder”. It’s about working “better”.
In a sense, what we do is a lot like mining. If you don’t know what you’re doing, if you don’t have the right tools, you’ll try to dig a hole with your bare hands to find gold. You’ll dig in the wrong places. You’ll find stuff that you think is gold, but it’s not. And you will burnout, you will get stressed, you will break. And you’ll try to convince yourself that this is just the way it is. You might eventually find that golden idea, but at a great cost.
In contrast, imagine you know everything about gold mining. If you have the right tools, and you know where to dig, you’ll be able to find creative gold whenever you look for it.
Striking Creative Gold will teach you just that.
My work has brought drinking water to Syrian refugees, fought censorship, and has taken the discussion of gender inequality to billions of people. I've won over fifty awards in all major advertising festivals, including a Titanium Lion. And in 2020 my work made it to the Super Bowl.
But more importantly, I've worked alongside and met some of the best creatives in the business, and I have learned a lot from all of them. These are the lessons I'll be teaching in Striking Creative Gold.
Throughout the course you’ll hear from some of the most successful ad creatives in the world. Including CDs, ECDs and CCOs from top shops. Here are some of them:
The course is divided into 4 modules, with 17 lessons in total (average 30 min/class) .
1. Idea Is King: The Road to The Throne (available now)
The first lesson starts strong. It makes the case for the idea as the most important part of the creative process, shows the difference between good ideas and great ideas, and clearly explains exactly what you need to create brilliant ideas.
2. The Creative's Credo: Things We Must Know for Sure (available now)
This lesson lays out the 2 immutable laws that govern creativity, and helps you understand them so you can use them to your advantage.
3. Anatomy of an Idea: Yeah, it has one. Let me draw it for you. (available now)
The third lesson breaks down advertising ideas to their core, so you can understand the elements that make them – and what happens when you change certain elements.
4. What Makes an Idea Special: The kinds of general knowledge (available now)
In this lesson you’ll learn about the different types of stimuli - or hooks - we can use to generate communication ideas. As we’ll see, each kind has pros and cons.
5 - Originality is Everything: Creating What Has Never Been (available now)
Here we’ll dive deeper into the key concept of “originality”. What is it? How do we achieve it? Why is it important? All these questions will be answered.
6 - Originality is a Myth: How to Steal Ideas (available now)
This lesson takes us on a trip through the more nuanced (or darker?) side of originality. What is fair game? What is not? This lesson will draw the line. But you’ll be the one deciding which side to stand on.
7 - Creative Thinking: Tinkering Under the Hood (available soon)
This lesson is full of neuroscientific knowledge, applied to practical creativity. We’ll learn more about how to use our brains to its full creative potential.
8 - The 5 Rules for Creativity: Rule 1 and the prerequisite for originality (available soon)
This lesson takes you through the most important rule of creativity. Without it, there’s no brilliance.
9 - Rule 2 and giving yourself a head start (available soon)
This rule is about staying on the edge, so we remain relevant.
10 - Rule 3 and breaking the walls that imprison your mind (available soon)
This lesson will teach you the right way to do what seems to be wrong.
11 - Rule 4 and the law of space (available soon)
This law explains how space and its characteristics reflect on the ideas you generate. Some simple adjustments can improve your creative output dramatically.
12 - Rule 5 and doing what we were born to do (available soon)
The more we exercise our muscles, the stronger we get. This lesson will teach you the best way to keep your creative muscle in shape.
13 - How to Brainstorm (available soon)
If you think brainstorms don’t work, it’s because you’re not doing it right. By yourself or in a group, there’s a right way to do it.
14 - Idea Generation 1: Brief Mining (available soon)
This lesson teaches a technique created by Leo Rosa Borges to give you a jumpstart every time you get a new brief.
15 - Idea Generation 2: Random Associations, Question Storming (available soon)
This lesson takes you step by step through 2 simple idea-generation techniques that can be used at any point. Alone or in a group.
16 - Idea Generation 3: Exaggeration, Deprivation (available soon)
Another 2 simple techniques that can be used at any point. Alone or in a group.
17 - Time to Shine (available soon)
This is the closing lesson – where we’ll guide you on how to best implement what you’ve learned, and give you one last piece of advice that will help you have a long and successful career.
A $500 value, included free with the Striking Creative Gold course
Part I: Get it? How to explain your idea clearly.
In our minds, our ideas are not just words. They are sound, movement, emotion. How do we effectively translate all of that into simple words and images that will help people understand our grand vision? This lesson teaches techniques for verbally explaining ideas, and simple drawing techniques that’ll help you quickly (and clearly) illustrate an idea.
Part II: Evolve your idea outside yourself: dealing with feedback
In this bonus lesson you’ll learn how and when to ask for feedback, and what to do with it. Especially when it’s not what you hoped for.
This is the full story of the “Heroes” spot Leo and his team created for the Toyota Highlander, which aired on Super Bowl 2020. From brief to airing, everything is here: how this idea beat hundreds of other ideas from 4 different agencies, how it evolved into a final script, and how it came together in production. Leo even made a video-log that will give you an unprecedented level of access to advertising’s greatest moment.
My commitment is to your growth as a creative. So I’m going to be the first to say this course is not for everyone.
First of all, this is not a portfolio course. Although students will benefit from this content, this course was designed for ad creatives already in the market who are willing to commit the time and effort to become the best creatives they can be.
This is also not for the cynics who don’t believe creativity can be studied, taught and learned.
But if you are an ad creative who wants to grow to your fullest potential, advance in your career, and still maintain a full and joyful life that fuels your creativity, this is the right place to be. I made this for you.
Striking Creative Gold requires a certain level of commitment. It’s not cheap, and it demands a good amount of your time.
It’s worth it. This content will help you for the rest of your career. This stuff changed my life – that's why I teach it. But I want you to see it for yourself. I don’t want to take your money if you don’t agree.
That’s why I offer a 30-day risk-free period. Plenty of time for you to experience the course and judge if it’s a right fit for you.
If it’s not? Just ask for your money back with the click of a button. No questions asked.
©2021 The Professional Creative. Music by Abri and the Dreamfleet and Matthew Conley, both on Desmo Records.