live online course

Become an art director

Learn how to create self-supporting and powerful campaigns. Join Joy Li De Meulemeester, Creative Director at McCann New York, for a 6-week online course that will make your ads go viral.
Develop creative briefs to streamline communication and creative processes
Generate and execute insight-driven creative ideas in line with the brief
Construct mood boards and style guides to reinforce the visual brand identity (VBI)
Tell stories to spark viral campaigns and refill digital space
Create integrated campaigns to influence audiences on various media platforms
Learn from a leading expert from a world-known company, sharing her experience with the international audience:
Joy Li De Meulemeester
Creative Director
at McCann New York
Revered for her features with top-tier media companies such as Adweek, AdAge, The Drum, Campaign, StopPress, Fast Company & many others.
With over 13 years of taking the lead in diverse creative roles her clients range from FMCG to finance and from fashion to sports on local and international levels.
Experience with a nomadic lifestyle has given Joy the cultural dexterity to build a diverse & inclusive body of creatives that tactfully reflect different cultures and stories.
A self-taught conceptual CD that has mentored with One Club, earned multiple Drum Awards, judged at New York Festivals, and whose art is represented by Illustrious Worlds.
Our approach is to provide not only theory but useful knowledge that you can apply in your work and achieve your professional goals.
About the course
The leaps from a brief to a big idea to a campaign may seem unclear. Learn how to bridge all gaps in your ads with Joy Li De Meulemeester’s award-winning strategies.
Advertising is always evolving. Learn the newest methods that will make every campaign a successful campaign. Find out the untold ways agencies make their clients go viral and then apply these creative assets to your own campaign.
Career jump
Create an eye-catching portfolio that will get you hired. Joy will instruct you on how to pursue agencies that align with your style and maintain consistency in your personal brand.
2 MARCH 2023
6 weeks
12 classes
every Tue and Thu,
5 PM UK / 6 PM CET
Live Lectures
+ Workshops
+ Personal feedback on homework
Course Language:
LABA wants you to have the best learning experience:
We give practical knowledge
During the course, you will find innovative ways to connect with your customers and determine the unique selling point, vision, and core values of your brand under the guidance of the instructor.
We support everyone
During the entire course, you are accompanied by the instructor and our team. You will receive support while working on your homework and will receive individual feedback and answers to your questions during office hours and in class.
Defining Art Direction
THU (3/2), 5 PM UK / 6 PM CET

Step into the shoes of an Art Director at an ad agency to get a deeper understanding of the required skills for the role.

  • - Art director vs other creative roles
  • - Art direction in advertising vs other industries
  • - Essential skills and standard tools
  • - Creative sources of inspiration

Assignment 1: Creatively locate 1-2 pieces that inspire you and add them to the shared creative inspiration sheet. You can refer to blogs & other artists but try to think laterally and avoid Instagram, Pinterest, and Behance.

Creative Advertising: From Start to Finish
TUE (3/7), 5 PM UK / 6 PM CET

From an art director’s perspective, you’ll follow each step involved in developing advertising campaigns while manipulating insights that will turn them from good to great.

  • - Ad campaign analysis
  • - Types of media channels
  • - The creative process from start to finish
  • - Case studies: Top ads in different categories
The Brief
THU (3/9), 5 PM UK / 6 PM CET

Learn how to decipher “the brief” through firsthand experience. You’ll dive into insights and brand strategies that can be applied to your creative process.

  • - Unique selling propositions, target audiences, and brand-defining ideas
  • - Asking the right questions
  • - Sources of inspiration
  • - Cliché vs trend: tropes to avoid
Concepting 101
TUE (3/14), 5 PM UK / 6 PM CET

Learn the art of concepting quickly while mastering the differences between cultural insights and ideas.

  • - Compare good ideas to great ideas
  • - Proof of execution: print, social, TV, film, OOH, activations
  • - How to use the concepting techniques
  • - Case study: Classic techniques and best-in-class work
  • - Workshop: Brainstorm responses to the brief

Assignment 2: Review a new brief for an ad campaign and produce 3-5 ideas. Include them in a slide or in a white paper.

Concepting in Action
THU (3/16), 5 PM UK / 6 PM CET

Execute your new concepting skills to generate story-driven ideas. Discover more concepting techniques and learn to combat common drawbacks.

  • - Getting out of a rut
  • - Crafting a compelling story
  • - Award-winning campaigns
  • - Case studies: Classic techniques and best-in-class work (continued)

Assignment 3: Continue to revise ideas and craft executions in your campaign. Come up with 1 lead idea and mock up 1-2 print executions you feel strongly about (either on paper or through digital software).

Feedback and Mentorship
TUE (3/21), 5 PM UK / 6 PM CET

Receiving feedback and creating go hand in hand. Learn how to give, receive, and handle feedback and critiques from various sources.

  • - Efficient feedback methods
  • - Giving feedback to your team
  • - Mentoring other creatives
  • - Receiving feedback from your clients
  • - Workshop: Break out into groups of 3-4 to pitch lead ideas and give feedback as a group.
From Ideation to Presentation
THU (3/23), 5 PM UK / 6 PM CET

Directly use your skills to create presentations designed to sell creative work.

  • - Elements of a good deck
  • - Coverting your ideas into design
  • - Creating brand identities
  • - Case studies: examples of VBIs

Assignment 4:
Apply the feedback from last week’s workshop to improve your assets. Assemble a 3-5 slide presentation, a mood board (style guide) to pitch your creative idea to your peers.

The Big Pitch
TUE (3/28), 5 PM UK / 6 PM CET

Learn how to pitch ideas to leadership and sell creative content to clients

  • - Making good ideas great
  • - Selling to a client vs selling to your boss
  • - Presentation framework
  • - Finding your distinctive presentation style
  • - Workshop: Break out into groups to practice your pitch. Be prepared to share your deck with others.

Assignment 5: Course Project: 360°Ad Campaign
Continue to craft and shape your lead idea by revising mock-ups, refining copy, and pushing executions to be more creatively engaging. Submit a slide deck with a 360° campaign, including human insights, the idea name and write-up, 1-2 print ads, at least 1 additional execution, and a mood board (style guide).
Alternative option: feel free to build out the campaign for your own case or brief.

Craft and Production
THU (3/30), 5 PM UK / 6 PM CET

Focus on how creative ideas come to life in front of consumers while analyzing campaigns crafted by top performing Art Directors.

  • - The importance of craft
  • - An art director’s role in the production process
  • - Creating a PR hook
  • - Case studies: Great PR campaigns

Assignment 6:
Based on the example discussed in class, craft a PR headline for your campaign. (extra credit)

The Key to Collaboration
TUE (4/4), 5 PM UK / 6 PM CET

Learn methods to collaborate with other creatives both inside and outside of an agency.

  • - The role and function of a creative leader
  • - Working with other artists
  • - Collaborating with a copywriter
  • - Departments in an ad agency
Composing Your Portfolio
THU (4/6), 5 PM UK / 6 PM CET

Embrace your own style as an art director in advertising that will be reflected in your portfolio.

  • - The Cannes Board format and examples
  • - Building a digital portfolio
  • - Approaching a portfolio review
  • - Common traps that recruiters see through

Assignment #7: Assess your portfolio and pinpoint any areas for improvement. If it’s complete, add your course project to your portfolio.
Submit your portfolio for review and comment on what has been or should be improved. (extra credit)

The Formula for Interviewing and Networking
TUE (4/11), 5 PM UK / 6 PM CET

By the end of this class, you’ll know how to navigate your network, expand it, and use dependable techniques to nail your next interview.

  • - Career path options
  • - Interview hacks
  • - Network navigation
  • - Creating a bio for yourself
helping to achieve professional goals for 7 years
trained 60 thousand students, and this is not the limit
accredited by international organizations - HRCI (USA), IIBA (Canada), PMI (USA)
Our goal is your professional growth. Our courses are more than just lectures.
All your training in one place
You will study from your private online account.
Certificate which is valued
As a confirmation of your knowledge.
One year access to materials
Lectures, cases and articles are structured and can be accessed for one year.
Homework and practical assignments
So that you get the most out of the course.
Always in touch
The instructor and our team are always there to help you, just ask.
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