Ever scrolled past an ad on Instagram or TikTok? A creative strategist was paid to craft that! Dive into the world of creative strategy, the role that I stumbled into in 2021, right after the pandemic hindered traditional job opportunities. In this session, I take you behind the scenes of a live ad-writing workshop with my community. Witness how we research archetypes, create compelling hooks, and build out a comprehensive creative brief for real brands. This is a peek into the everyday life of a creative strategist.

Here's what we cover:

• Understanding the role of a creative strategist and why brands invest in it.
• Techniques for researching archetypes and developing customer psychology profiles.
• Introducing the Evidence Test Framework to predict the effectiveness of an ad angle.
• Crafting multiple hook variations for a single advertisement.
• What's involved in developing a creative brief, including scripts and visual directions.