| 2. Conceptualization And materialisation |
2.1. The concept is the concept.
2.2. Tone and style.
2.3. Rhetorical tools.
2.4. Keyvisual And moodboard.
2.5. Briefing.
2.6. Contrabriefing. |
| 4. Ideas |
4.1 Creativity inside and out of the advertising.
4.2. Profit, concept, insights, idea and execution.
4.3 To explain histories it is necessary to have data.
4.4. In what transforms all the previous.
4.5 creative Technicians.
4.6 The final pieces. |
