MASTERCLASSES
For Creatives, Brands + Businesess
Discover in 3 hours 25+ years on insights
D&AD APPROVED . ONLINE . IN PERSON
Masterclasses that will make your work and brand impossible to ignore
Human’s feel first, think second. This isn't a theory. 95% of purchase decisions are made in the subconscious mind, driven by emotion rather than logic.
In an age when AI is generating vast quantities of generic content, the brands that win are the ones that make people feel something.
Carl's Masterclasses will give you ways to overcome common creative challenges:
SOUND FAMILIAR
Common concerns need immediate solutions
We want to be everywhere
Sound familiar. Clients want to be seen. They often think just posting any content will do the trick. Worse they think reformatting existing layouts will cut through. It won’t. A Workshops will help you find a single solution to save you time and the client money .
Our content isn’t connecting
Social media has created the age of show and tell where content looks the same Workshops help you get back in touch with your brand or creative energy.
I’m worried about A.I
A.I is a tool and it’s not a one fit all solution. People are using it, yes but often because they think they should. The one thing A.I will not and cannot do is replicate human emotion, it’s not its job. An emotional Masterclass is build to help you navigate this new world.
We need some new ideas.
Sometimes we all need a break. A way to reconnect and get fired up again. Carl’s award winning Masterclasses will give you that spark tthrough exercises and models designed to be used in the real world
What people loved
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![D&AD workshops]()
“Carl is an inspiring professional, we always get great feedback from his D&AD masterclass. He alwasy engages with everyone. "
Lisa Evans - D&AD
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![mostyn thomas D30 works with carl prechezer]()
“Carl quickly understood our brand. He successfully challenged our thinking. His ideas on cross platform solutions gave us real emotioanl insight"
Mostyn Thomas - D3O
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![holly brennen emperor diverse works with carl prechezer]()
“Travel is a unique industry. Carl embraced the challenge + gave us an emotional update. His idea to position us as Travel Experts was a really great piece of strategy. "
Holly - Diverse Travel
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![d&ad]()
A greatGreat Masterclass - gave me a fresh perspective on the challenges of story telling especially in a commercial setting. Welcoming and informative.
Senior Copywriter
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![fergus bowen bene works with carl prechezer]()
Carl's AI presentation was insightful, engaging, and highly informative. Carl connected exceptionally well with the audience, encouraging participation and ensuring everyone felt involved throughout the session.
Fergus Bowen - Managing Director Bene
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![carl prechezer emotional creativity logo]()
This class was equal parts inspirational and tactical, a great primer on ways to add emotion to any script and video project.
Emotional Workshop CEO
3 Masterclasses - 3 Hours
Hands on tools + solutions
Masterclass 1
Harness the power of Emotional Creativity
Everyone, every brand, is fighting for attention. In a world where engagement is measured in seconds, not minutes, this masterclass gives you the shortcuts and tools to ensure your work connects. How?
Science fact - Humans feel first and think second
Emotions connect. Without emotion, stories are, well, not stories. They're just a series of events, lost, without meaning. Social media is littered with videos that “show and tell” ; visuals that will never produce sales.
In this Masterclass you will learn how to use pre-existing human connections to enhance your creativity to gain market advantage.
Online or In Person - through D&AD
3 hours
Suitable for: Everyone.
Content creators. Agency creatives. Brands.
WHAT YOU'LL LEARN
How to create emotionally engaging campaigns that produce measurable results
The secrets of social narrative and short-form story structures
How to use emotional creativity and video marketing together
Why audience-first marketing is the competitive edge in 2026
How to build campaigns that work across every platform
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Everyone!
Content creators
Agency creatives
Brands
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You'll discover:
How to create emotional campaigns.
The secrets of social narrative. and short form story structures.
How to use emotional creativity and video marketing.
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Three sections combine theory with practice.
A knowledge mix of narrative development and real life egs
Individual or group tasks
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Three - four sections
How and why emotional creativity works.
How it can be used for brands + campaigns
Create your own campaign
Use that campaign online, across platforms
WHO IS THIS FOR
Create work that will connect with your audience no matter the platform
Sounds too good to be true - that’s the power of emotional creativity it connects with everyone, globally because we all make our decisions based on shared emotions.
Masterclass 2
Create engaging social media aka Stop the scroll, start feeling
Learn how to use real human connections to produce engaging social media, no matter the platform.
Learn how to structure a campaign and why audience first marketing maybe the way ahead.
This Masterclass with show you how to create impactful social media campaigns from the initial idea to the final engaging cross platform execution. Learn from award winning examples and ready to use innovative techniques.
Stop scrolling and start feeling today.
Online - through D&AD
3 hours
Suitable for: Everyone.
Content creators. Agency creatives. Brands.
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Everyone!
Content creators
Agency creatives
Brands
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You'll discover:
How to capture your audience's attention in seconds no matter the platform.
The secrets of creating engaging emotional campaigns for social, YouTube and beyond.
The three things you need for successful video + social marketing. Avoid the technical minefields with this top level tool.
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Using best practice examples, tasks and group activity you'll gain knowledge and practical tools at the same time.
Prt 1 gives you the engagement theory
Rt 2 the practical application
Prt 3 the online examples and campaign format
NB: All exercises are through general briefs not individual brands. For bespoke services see one to one
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Prt 1 - engagement theory. How emotional creativity can grab y9our audiences attention no matter the platform. Real life egs and case studies plus unique theory only available here.
Rt 2 the practical application. Try out your ideas with real life tasks alone or as part of a group.
Prt 3 the online examples and campaign format. Learn from the ward winners and tailor your ideas to fit the needs of cross platform advertising.
Masterclass 3
Impactful video marketing
Video is now the no1 most commonly used form of content
If a picture is worth a thousand words, a video can be worth a million likes and reposts. Video is now the no1 form of content. If you are a creative, brand or business, video is your most powerful marketing tool. But…
People are often restrained by technique, held back by the potential of A.I work arounds when all you need are some simple effective rules. Join us an create and produce engaging content that’ll grab people’s attention and keep them engaged.
Online - through D&AD
3 hours / Full Day
Suitable for: Everyone.
Content creators. Agency creatives. Brands.
What you will learn
How an emotional hook change change the way your video content connects
Different content, differenbt platforms
Why a premium look doesn’t have to cost the earth but it could make a big difference to sales
Tip and tricks for quite easy win video marketing
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Everyone!
Content creators
Agency creatives
Brands
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You'll discover:
How to create video ready campaigns
How to heighten your creative quality + bring your video marketing to life, no matter the channel.
The three things you need for successful video + social marketing. Avoid the technical minefields with this top level tool.
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Using best practice examples, tasks and group activity you'll gain knowledge and practical tools at the same time.
With examples from all the best content creators.
NB: All exercises are through general briefs not individual brands. For bespoke services see one to one
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Prt 1 - Build your campaign: intriduction to emotional storytelling.
Prt 2 A three step guide to creating impactful video marketing
Prt 3 Create your own campaign.
Not sure a Masterclass is right for you?
See below or talk to Carl about what you're trying to achieve and he'll recommend the right format for your situation. No commitment, no obligation — just a direct answer within 48 hours
WHO IS THIS FOR
COMPARE COURSES
MASTERCLASSES
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3 Hours
10-35
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No
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Yes - for 6 years+
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Yes
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Yes
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Yes
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Online + In Person
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No
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All. Individuals and teams looking for a group experience. Excellent entry to mid level creatives + brands
WORKSHOPS
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Half a day - full day
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Partially - TBC
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Partially - depending on course
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Private Only
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Yes
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Yes
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Online + In Person
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Yes if bespoke
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Mid Level Individuals and teams looking to solve a specific brief
ONE-TO-ONE
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1-3 days
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Yes
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No
Part of the Unit Creative Offer
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No
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Yes
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Yes
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Online + In Person
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Yes
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Individuals, brands and businesses looking for bespoke solutions
The difference with Carl’s Masterclasses
Most creative training is built on case studies. Carl's is built on finding in the field — on set, under budget pressure, with a crew waiting and a client who needed it to work.
That's a different kind of knowledge. It's the kind you can actually use when you're back at your desk on Monday with a brief that isn't working.
D&AD Approved · Brazil to BAFTA
Six years of D&AD approved masterclasses. International keynote speaking from São Paulo to BAFTA — methods, tested in different rooms, working every time.
Means each Masterclass has been developed over time according to the creative and media industries needs.
Royal College of Art + USC, Los Angeles
Classically trained at two of the world's most respected film schools — the rigour of the RCA and the commercial instinct of USC's School of Cinema-Television in Hollywood
Masterclasses are hands on
Although you’ll be learning in a group it doesn’t mean you can’t get involved. Each Masterclass uses hands on examples to build a solution.
Those solutions, the solutions you develop, will help you build future work based on a coherent structure.
Beat the algorithms know the algorithms
You have to be in it to win it but you also have to know nobody knows nothing so what’s the solution?
The answer is you have to know what’s out there to ignore it or find an alternative. What doesn’t change is the way human being navigate the matrix of advertising alternatives. Every Masterclass harnesses that power.
Our sessions work wonders
Check out the feedback or visit and D&AD event and you’ll here people talking about Masterclasses and the way they helped their creativity, brand or business.
You’ll also meet like minded people who’ll help you help them.
The Credentials
Trained at USC and the Royal College of Art If you need academic rigour, it’s there.
Oscar-shortlisted, BAFTA Fulbright scholar. Proof audience connect.
25+ years of commercial production. Learnt the hard way not from books but we have books too.
Six years of D&AD masterclasses. If it didn't work, D&AD wouldn't keep booking it.
A track record is only useful if it produces results.
Awards, press and recognition from thirty years of connecting with audiences — now applied to your brand, brief or team.
Carl is energetic, knowledgeable and open. We always get great feedback from his D&AD masterclass.
LISA EVANS — D&AD
One to one - consultancy
Working directly with you, your brand, or marketing department this bespoke offer helps tackle specific creative problems or marketing needs. From campaign hooks to content delivery strategies - go deeper in a confidential one-to-one setting.
