[MUSIC] Hi, I'm Brian Hallet. My passion is brand storytelling. I'm a photographer, I'm a director, and I'm also the co-founder of the Big Fish Branding Advertising and Image Making. And I'm also a professor at IE University. I'm super excited about giving this course. Why? Because these days, we are constantly bombarded by images, by videos, by information all the time. So the question is, how do brands break through all of this noise and tell their story in a way that gets people interested and involved? But really to talk about this area, to talk about advertising, we shouldn't be in Madrid. We need to go somewhere else. We need to go to New York City, where advertising was born. So what are we going to do in this course? First of all, we're going to learn about the language of images. How do we tell stories through images and what are all the elements that go into creating an image? Then we're going to learn how to analyze brands and learn how to analyze brand personality traits. Then we're going to go through the process of coming up with concepts for images which can tell those brand stories. And then finally, we're going to go through the whole process with the brand ourselves. From the process of analyzing the brand, to creating the concepts, and then finally coming up with those high impact ideas for how to tell the brand story, right? So this is the process for the next four weeks. I really hope you enjoy the course as much as I am enjoying giving it, and I will see you along the way. Thank you. All right, welcome back to Madrid. So, let's get started. Now remember, we all have access to incredible technology. Whether it's photography, video, sound, editing, etc, but the key differentiator for you. What's going to make you differentiate yourself from the competition is your ability to tell incredible, creative, innovative stories. So let's look at the structure of the course. Basically what we're going to do is we are going to create a creative pitch during the following four weeks. We're going to take a real company in Madrid. We're going to study this company, it's an incredible company. I'm really excited to present you to this company. We're going to analyze the company step by step, so you're going to create each part of your creative pitch. And then the final project for the entire course is you presenting an entire creative pitch with your creative idea for the campaign. You're going to present that in a peer reviewed process to all of your peers, right? So every week, there will be an assignment, which will be part of the creative pitch. And then there will be an exam, which will test you on what we've learned that week. So the idea is that you come out of this with essentially a structure in which you can expand and create your creative ideas. And let's say, why do we want to get into making creative pitches in this way? The answer is very simple, it's a way for you to create. Then it's a way for you to communicate to your client what your idea is. And finally, it's a way for you to communicate to a production team what it is that you want to do, what your vision is. So that's what this course is about. I really hope you enjoy it. And I will see you along the way. Thanks very much. [MUSIC]