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The best ideas rarely look like ads. They become characters, events, books and games people seek out. These lessons show how to find the bigger idea in a brief and the filters the legends used to tell a big one from a small one.
7 lessons · Susan Credle · Jimmy Smith · Chuck Porter · Donna Weinheim · Paul Lavoie
Susan Credle · Article
From making M&M's characters feel like real people to building Allstate's Mayhem into a cultural phenomenon, Susan's career is defined by one consistent instinct: the best ideas don't look like ads. This lesson unpacks her big-idea philosophy through the campaigns that made her a legend.
From Never Finished: Susan Credle's Masterclass in Creative Courage
Susan Credle · Exercise
Apply Susan's creative philosophy to a real brief. In this hands-on exercise, you'll use her core principles — 'it's not an ad, it's an idea,' 'push culture forward,' and 'make it interesting' — to develop a campaign concept that transcends the ordinary.
From Never Finished: Susan Credle's Masterclass in Creative Courage
Jimmy Smith · Video
A book in the Basketball Hall of Fame. A video game. A TV show. A man jumping from 25,000 feet without a parachute. Jimmy Smith's most radical insight is that advertising doesn't have to be an ad. This lesson unpacks the philosophy that launched Amusement Park Entertainment and changed what branded creativity can be.
From Beyond the Brief: Jimmy Smith's Masterclass in Creative Thinking
Chuck Porter · Exercise
Now it's your turn. Using Chuck Porter's creative principles — the 'Is it interesting?' filter, the mission to get talked about, and the discipline to reject the ordinary — you'll develop a campaign concept from a real brief.
From Is It Interesting? Chuck Porter's Masterclass in Legendary Advertising
Chuck Porter · Video
Three campaigns. Three completely different categories. One unifying obsession: getting talked about. This lesson dissects the creative thinking behind CP+B's most iconic work and the filters that made it possible.
From Is It Interesting? Chuck Porter's Masterclass in Legendary Advertising
Donna Weinheim · Exercise
This is where you stop learning about fearless creativity and start practicing it. Using Donna's principles, you'll work through a real brief and push past the obvious to find the unexpected idea hiding inside it.
From Think Outside Every Box: The Donna Weinheim Masterclass on Fearless Creativity
Paul Lavoie · Article
Paul Lavoie's philosophy at TAXI was built on a single conviction: doubt convention, create the exceptional. Simplicity isn't a shortcut — it's the hardest thing to achieve, and the most powerful.
From Constructive Doubt: Paul Lavoie on Critical Thinking in Advertising