In Summer 2016, I attended the Account Planning Boot Camp at Miami Ad School’s San Francisco location. It was an intense twelve weeks of courses taught by advertising professionals, and I learned about the art of forming insights, writing briefs, working with creatives, and pitching ideas. At the end of the programme, I left with a greater knowledge of advertising strategy, an appreciation for handling ambiguity, and a thicker skin. And of course a portfolio, which can be found below.
Hi, I’m Erin. And I’m an accidental filmmaker.
It began when a chance conversation led me to develop an idea for a web series, which morphed into an actual production. Suddenly, I went from a casual viewer to becoming involved in the creative process.
I’ve since realised that television and film production share similarities with account planning. There’s a backstory, which leads to an initial direction or inspiration. That is used to establish a project’s target audience and develop a central theme or insight. This leads to the creation of a synopsis or strategy, which then results in the execution of a production.
Join me as I present the processes behind three case studies from my time at Miami Ad School’s Account Planning Boot Camp.
So if you’re ready: lights, camera, action!
Erin Johnson Gachoki | Consumer Researcher & Brand Strategist 