Graduated in Economics from the Universidad Autónoma de Madrid.
Graduated in Economics from the Universidad Autónoma de Madrid. Creative Director. He has worked as a creative and creative director at the Moliné & Publicis FCB and the Tandem DDB advertising agencies. After working as a freelancer for two years, Pepón founded his own agency, PTS, in 1996, where he currently works. He studied acting, dance and techniques of improvisation and movement. He has collaborated with various choreographers and theatre and dance companies.
- 1. Making students capable of producing graphic and audiovisual communication works in the advertising sector.
- 1.1 Getting to know advertising activity, its economic, social and cultural environments, and how to create, present and produce advertising pieces.
- 1.2 Getting to know the Art Director’s role within the world of professional advertising, the advertising agency with all its departments, especially the creative department, as well as the Art Director + Copywriter method of working in a team.
Divided into 5 large general blocks. All subjects are addressed simultaneously and transversally, and exercises and practical projects are carried out at the same time, and not necessarily sequentially.
1. Advertising, a controversial profession
- ‘Don’t tell my mum I’m in advertising... She thinks I’m a pianist in a brothel.’ (Séguela, 1979).
- Advertising as a trade: activity and function. Socio-economic context. Evolution.
- What is an ad? Why are they made?
- The consumers: how to get to know them. Insight.
- Brands, markets and marketing. The 4 Ps: product, place, price and promotion.
- Great advertising for consumer products.
- The media: offline and online.
- The usual supports and formats.
- Other modalities: BTL (below the line), point of purchase (POP), direct marketing, merchandising, sponsoring, product placement, etc.
- The great advertising festivals.
2. Advertising creativity: a valuable asset
- The creative process: information, inspiration, intuition.
- Working in a team. Brainstorming.
- A picture is worth a thousand words? Text vs. Image.
- Conceptualisation and transmission of ideas.
- Ideas into facts: roughs, layouts, mock-ups, storyboards, animatics, etc.
- How to measure creativity and its effectiveness. Studies, tests, etc.
3. The advertising agency: a company focused on creativity
- Operation and organisation. In-house professionals and external collaborators. The importance of timing.
- The clients: from the small local company to the big multinational. The agency-client relationship.
- The figures: budgets, payments, etc.
- Most relevant sectors of activity: automobiles, food, cosmetics, pharmacy, banking, fashion, retail, NGOs, etc.
- Evolution of the agency: from ‘Mad Men’ to nowadays; specialised agencies and the 360º turn.
- Relevant agencies in Spain and the World.
4. Art directors: the power of the picture
- The Art Director’s functions within the advertising world and as part of the creative team.
- Competences, scope of action and responsibilities. Collaborators. Suppliers (photographers, illustrators, etc.)
- Design/Designer vs. Advertising/Art Director.
5. Advertising campaigns
- Briefing and re-briefing.
- Campaign analysis.
- Communication strategy and creative strategy.
- Key messages and key visuals.
- Application/Rejection of the different advertising message supports: graphics, audiovisuals, outdoors, radio, internet, etc.
- Launching campaigns; statement campaigns, changing or problem solving campaigns; campaigns with celebrities; local / global campaigns; political campaigns, campaign adaptation.
- Presentations to the client.
- Rationales (arguing a campaign).
- Campaign production / post-production.
- Practice as an Art Director; selection of the right methods, processes, techniques and collaborators for any given advertising project.
- Correct application of advertising methodologies.
- Complementarily working as a graphic designer helping an advertising team.
- Development of proficiency in dealing with complex situations that may require the creation of new solutions, both academic and professional, within the field of design.
- Use of audiovisual language and resources to express and present contents related to specific knowledge of this field.
- SS9. Implementation of design projects which provide alternative solutions and propose improvements based on functionality and viability. These solutions and improvements must also be able to respond to problems or changing situations in advance, through the development of a formal production at a professional level.
- SS10. Effective contribution to cooperation and collaboration structures for the development of action plans with the capacity to adapt to the varied working methods of different creative teams.
- SS11. Efficiently planning and organising the personal or team work processes of a design project, structuring and prioritising its phases, tasks and responsibilities and, subsequently, evaluating the results obtained according to the previous challenges.
- Observation of participation
- Monitoring of the work produced
- Specific tests: exams
- Realisation of works or projects