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MasterClass – Jeff Goodby & Rich Silverstein Teach Advertising and Creativity

MasterClass – Jeff Goodby & Rich Silverstein Teach Advertising and Creativity
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MasterClass Announces Advertising Legends Jeff Goodby and Rich Silverstein to Teach Advertising and Creativity :w00t:

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Provide their shared wisdom around collaboration, storytelling, and breaking the rules

SAN FRANCISCO, Jan. 30, 2020 MasterClass, the platform that makes it possible for anyone to learn from the best, today announced that Jeff Goodby and Rich Silverstein, founders of Goodby Silverstein & Partners, will teach a class on advertising and creativity. With over four decades of creating some of pop culture’s most iconic ads — including the Budweiser lizards, the E*Trade chimpanzee, and ‘got milk?’ — Goodby and Silverstein will share a behind-the-scenes look at their creative process, break down some of their best work and dive deep into how to look at the world through a creative lens. Now available exclusively at MasterClass.com, students can subscribe for unlimited access to all new and existing 75+ classes through the All-Access Pass. MasterClass categories include business, culinary arts, film & television, music & entertainment, photography, sports and more.


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“Jeff and Rich have played in more Super Bowls than most teams,” said David Rogier, co-founder and CEO of MasterClass. “Their MasterClass offers an exclusive behind the scenes look at the culture and process of one of the most successful and innovative advertising firms in the world.”

Jeff Goodby and Rich Silverstein both started their careers in journalism, with Goodby as a reporter and illustrator at The Boston Herald American, Time Magazine, and Mother Jones, and Silverstein as an art director in the heyday of Rolling Stone Magazine. After meeting at Ogilvy & Mather, the duo started Goodby Silverstein & Partners with Andy Berlin in 1983 and won their first Cannes Lion for the Mill Valley Film Festival. They went on to win numerous Lions across every award and brand category, bridging an unprecedented variety of styles, including ‘got milk?’, the Budweiser lizards, ‘Invent’ for Hewlett-Packard, the E*Trade chimpanzee, Polaroid’s ‘see what develops’, NBA’s ‘I love this game’ and ‘Skateboarding’ for Nike. Since 2000, the agency has excelled at creating work that transcends media. Most recently, Goodby Silverstein & Partners received Cannes Lions (eliminated gold) for “Lessons in Herstory” (an AR project that re-writes history to include women), the Dali Museum’s “Dali Lives” program (a deep fake experience that brings Salvador Dali back to life), “I am a Witness” (the first emoji for a social cause by Goodby Silverstein & Partners in collaboration with Adobe, Apple, Facebook, Google,YouTube, Johnson & Johnson and Twitter), the “Dreams of Dali” VR experience, Chevrolet’s Sonic launch with OKGO and the Cheetos Museum. Goodby Silverstein & Partners is scheduled to air ads for Pepsi, SodaStream, Doritos and Cheetos in this weekend’s Super Bowl LIV.

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“Whether you’re a creative or a quant, at a Fortune 500 company or tiny firm, we have something for you,” said Jeff Goodby, co-chairman and partner, Goodby Silverstein & Partners. “Our MasterClass is a culmination of everything we’ve learned during our 37 years in advertising, a field at the crossroads of storytelling, design, technology, and business. What you’ll take away will help with your next presentation, pitch, job interview or when you need to dazzle with a great idea.”

Goodby and Silverstein’s MasterClass is an honest and intimate look at the intersection of art and commerce. Punctuated with engaging examples and case studies, such as the NBA’s ‘I love this game’ campaign to the Tostitos ‘breathalyzer’ bag, Goodby and Silverstein will take students behind the scenes of the process and stories of some of their most iconic ad campaigns to help bring their teachings on creativity, visual storytelling, and breaking the rules to life. All students will walk away from this class feeling more confident in how to present themselves and their ideas, be inspired to not settle for ideas that are simply “good enough” and be willing to push themselves in all their creative and business endeavors. For students directly interested in marketing and advertising careers, the duo will offer practical tips on developing your craft, creating relevant advertising, developing the skills to thrive in the modern advertising industry and the importance of company culture at a creative agency.

https://www.youtube.com/watch?v=BiM6MjfBpzw&feature=yout…

Goodby and Silverstein’s MasterClass joins the 75+ classes taught by world-renowned instructors on culinary arts, photography, writing, performance, and much more. Each MasterClass has digestible video lessons sized to fit into any part of your day and cinematic visuals with close-up, hands-on demonstrations that make you feel one-on-one with the instructor. The All-Access Pass gives you access to every MasterClass and new ones as they launch. Learn on the go with mobile apps or in the comfort of your home with Apple BizLearning or Amazon Fire BizLearning. Subscribe to greatness at MasterClass.com.

LESSON PLAN

  • 01
    Meet Your Instructors: Jeff Goodby & Rich Silverstein
    Meet Jeff Goodby and Rich Silverstein, founders of the legendary advertising agency Goodby Silverstein & Partners. Jeff and Rich introduce themselves and set the stage for their class.
  • 02
    Who We Are & How We Got Here
    Jeff and Rich dive deeper into their personal stories and the influences that shaped them. They break down their first project together: an award-winning (and hilarious) campaign for the Oakland A’s.
  • 03
    Make Something Out of Nothing
    Early in their partnership, Jeff and Rich stretched tiny budgets to make work that captured international attention. They walk us through their ads for the Mill Valley Film Festival, the San Francisco Examiner, and Chevys Fresh Mex.
  • 04
    got milk?
    Jeff and Rich tell the history of the “got milk?” campaign, from the inception of the idea to a detailed behind-the-scenes look at how they shot their iconic ad “got milk?: Aaron Burr.”
  • 05
    How to Make Advertising That Lives in Culture: Three Ways to Engage
    Learn how to listen to the world around you to come up with ideas. Jeff and Rich explore the origins of the NBA “I love this game” campaign, the Sega scream, and the Nike skateboarding campaign.
  • 06
    Working With Brands
    With Saturn and Budweiser as examples, Jeff and Rich talk through their strategies for engaging clients, including how to listen and when to challenge them. GS&P’s head of strategy, Bonnie Wan, breaks down their recent E.T. spot for Comcast.
  • 07
    Goodby’s Rules for Creative Vandalism
    Advertising is like vandalism, says Jeff. He shares his rules for creative vandalism, including: don’t copy, steal; run toward fire; and seek out fame.
  • 08
    How to Tell a Story in 30 Seconds
    Learn two techniques for plotting out an ad before it’s shot.
  • 09
    On Craft: Writing, Design, and Giving Direction
    Jeff and Rich discuss their approach to the three disciplines most critical to success in the ad world: writing, design, and creative direction.
  • 10
    Is It Funny Enough?
    Humor sells. Jeff and Rich explain why and talk about how they’ve incorporated humor into their work, including Logitech’s “Kevin Bacon” commercial and the Budweiser “Weird Without Beer” campaign.
  • 11
    It’s Great, but They’ll Never Buy It: Selling a Crazy Idea
    How do you sell your ideas and present yourself to the client? Jeff and Rich reveal their tactics.
  • 12
    Anatomy of a Campaign
    Get behind-the-scenes breakdowns of the Polaroid “See What Develops” and the Budweiser lizards campaigns.
  • 13
    The Super Bowl
    The Super Bowl is still the holy grail of advertising. Jeff and Rich tell you why and share how their groundbreaking ads for E*TRADE got made. GS&P CCO Margaret Johnson walks you through two ads in production for Super Bowl 2020.
  • 14
    Advertising Is Everything… and Everything Is Advertising
    Advertising is more than billboards and BizLearning ads. With the Tostitos DUI Breathalyzer bag, the gay pride Doritos rainbow bag, and the Cheetos Museum, learn how advertising can break down boundaries.
  • 15
    Bringing Humanity to the Corporate World
    Jeff and Rich talk about how they’ve worked with corporations to amplify messages for the greater good.
  • 16
    Giving Back
    Jeff and Rich share case studies where their agency has embraced digital innovation to create more human advertising.
  • 17
    New Business: The Machine at Maximum Speed
    Find out the great lengths Jeff and Rich have gone to win new clients, including an inspiring story where Jeff took a big chance on getting BMW’s attention.
  • 18
    How to Start an Agency, Specifically This One
    To close, Jeff and Rich explain the importance of cultivating a company culture that embraces freedom and encourages forgiveness so your team can do their best work.
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    Enjoy and comment below if you like it and want more. :wink:

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