HARNESS THE POWER OF EMOTIONAL CREATIVITY
For Creative Students, Brands + Businesses
The One-Stop Creative Workshop: Strategy, Story & Production in a Single Day
This course will walk you through the full creative pipeline from strategy to distribution, taught as a connected syllabus rather than six separate sessions.
IN ONE DAY
YOU WILL
DISCOVER
1. How to create an award-winning campaign hook
2. Connect with your audience no matter the platform
3. Create content that won't break the bank
4. How to take your video to the next level
5. How to build an ongoing social conversation
6. How to discover new audiences with our without A.I
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 always 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 emotional 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 great 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
Most creative training covers one discipline — storytelling, or branding, or video — and stops there. This course was built to close the gap between those separate sessions: a single syllabus, taught in a single day, that moves through strategy, to story and distribution as a connected process. It’s the way a small creative agency / production company would actually run a campaign from brief to delivery.
Each module is taught through the lens of a specific role — Creative Director, Copywriter, Art Director, Film Director, Social Media Specialist and Head of Agency — so you leave with a working understanding of how each function actually thinks not just a summary of what they do.
01 - COURSE OUTLINE
What this course covers
In the AM you’ll discover
01 - What’s the big idea?
By setting the strategy everyone will follow you will discover:
How to use the power of emotional connections
Why emotional creativity works no matter the platform.
Developing an idea strong enough to cross platforms
Hosted by all creatives - meet the agency
02 - One Hook to rule them all.
Using a powerful campaign hook you will discover:
How to build an award winning emotional strategy
Why testing ideas with your audience will save you time and money
How to beat the algorithm with consistency
Hosted by the Creative Director
03 - Don’t say it feel it
Learn how to write for impact and discover:
Writing from the heart not the spreadsheet
Writing for cross platform
How to adapt existing content
Hosted by a senior level copywriter
In the PM you’ll discover
04 - Shooting + Distributing content
Looking at the 3 things you need to shoot great content will help you discover
What really matter in pre production
How to save time and money on a shoot
How to avoid content fatigue
Hosted by award winning producer, director + distributor
05 - Create content people want to share
Learn to start creating longer lasting conversations and discover:
The latest social and online trends
Does A.I really matter?
How to be seen and stay connected
Hosted by social media expert
06 - It’s all about you.
Discover why hard skills and learning are only part of the equation:
Your own skills
Understand what could be holding you back.
Discover why you have something unique to offer
Hosted by a producer turned therapist
By the end of the Day you will be able to
✓ Identify the emotional core of a creative brief and turn it into a campaign hook
✓ Adapt one core message consistently across different audiences and formats
✓ Brief designers, photographers and editors to get a professional result on a limited budget
✓ Plan and edit video content that holds attention across multiple channels
✓ Choose the right distribution channels for a campaign, rather than posting everywhere
✓ Set and defend a realistic campaign budget before creative work begins
But that’s just the beginning…
Trusted by
02 — COURSE OPTIONS
Three Levels - Your Choice
From students to established brands we all want to discover new ways to break through the noise but we have different needs. That’s why we created three levels of Masterclass each with it’s own price point, from Discovery to Advanced. Same great knowledge and commitment, but different levels of price and adaption.
Discovery Level
A fixed agenda based on pre existing campaigns
Same 6 parts format without bespoke input
Best suited to:
Post grad students
Start ups
Generalists
Advanced
Adaptable content based on a 6 part format
Same structure but with some adaptation based on client requirements
Best suited to:
Mid level brands
Creative directors
Brand executives
Bespoke
Adapted to your brand or brief
A bespoke service - usually run over several days not a singel session
Best suited to:
Established brands
Experienced content creators
Rebranding
How Emotional Storytelling Affects the Brain
Neural Coupling
A story activate neural coupling - allowing listeners to turn a narrative into their own ideas and experiences. Crerating a connection with your craetive, brand or bsuiness.
Emotional feelings
Shared experiences connect people to people and the message they are receiving. Shared feelings also project into a desire to connect with others
Dopamine
Dopamine is released when your body experiences an emotionally-charged event making it memorable, creating a feeling of authenticity.
Cortex Activity
When processing facts only two areas of the brain are activated but when a story becomes emotive the expereince is longer lasting and shows as a higher experience.
PROCESS
04 — Course Timetable
The day, hour by hour
Time Session Led As
09:00 – 09:30. Registration & coffee
09:30 – 10:30 Module 1 — The Campaign Hook Creative Director
10:30 – 10:45. Break
10:45 – 11:45. Module 2 — Connecting With Any Audience. Copywriter
11:45 – 12:45 Module 3 — Content That Doesn't Break The Bank Art Director
12:45 – 13:30Lunch (provided)
13:30 – 14:30. Module 4 — Video That Performs. Film Director
14:30 – 14:45Break
14:45 – 15:45. Module 5 — Staying Relevant Across Every Channel Social Media Specialist
15:45 – 16:45. Module 6 — Budget, Distribution & Making More For Less. All
16:45 – 17:15 Group Q&A
Meet the Team
WHO IS THIS FOR
Anyone who wants to 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.
What’s different about our Masterclasses?
Most Workshops are either built around theory or untested practices. Our approach is tool based learning designed to give you practical knowledge you can immediately use in the real world. Ways to approach briefs, build campaigns and find fast solutions to content development. Our trainers have also been doing it for a while at quite a high level.
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.
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 hear 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.
