1.What is your class about?
Advanced Ad Concepts is pretty much about everything that young creatives could possibly come across in their professional careers. From simple print campaigns to integrated 360° cases – concept comes first and sets the base for everything.
2.What is the most important thing you want students to take away from your class?
I try to get students to focus on what makes everything they'll do great: A great concept. A concept, which really fits the brief. And which is always much more than just a fancy visual.
3.What do you like about teaching?
In a branch, where everything we do is super-fugacious (nothing is older than last year's campaigns), teaching young talents adds some kind of sustainability to my work. If at least only a few of my students carry my ideals (or just some of them) further, I've reached much more than with winning just another award.
4.Favorite work done by the students?
This case has been developed on last quarter's D&AD New Blood Awards brief. It was about solving Megacity problems and the outcome is just awesome.