The Creative Circus

The Creative Circus
Type Higher Education
Established 1995
Address [812 Lambert Dr.], United States Atlanta, Georgia, USA
Website Creative Circus Home

The Creative Circus, founded in Atlanta, Georgia in 1995 by Norm Grey,[1] Rob Lawton,[2] Carol Vick, Mike Jones-Kelley, Betty Gammage and Reva Ezell is an accredited, portfolio-building educational program for Creative Advertising (Copywriting and Art Direction), Interactive Development, Design and Photography. Two founding members of The Circus, Rob Lawton and Norm Grey are two of the three Educators in The One Club's Advertising Educators Hall of Fame.[3]

A Student-Described 'Smartass Safe-Haven,' The Creative Circus has a near-singular focus for its students: to develop a killer portfolio that will attract a top global agency upon graduation.[4] Students learn the elements of concept, strategy, craft and execution through an intensive two-year curriculum that leaves them ready for a professional career. "This is where commerce and creativity come together," says Dave Haan, executive director of the Circus. "It's not an art school. It's an idea school. Why? Because ideas have monetary value. We help them construct a portfolio, and that's what a portfolio is: a collection of ideas."[5]

The fact that we [Atlanta] are home to the world’s most impactful advertising portfolio school, the Creative Circus. Chances are, the advertising you know and love? Probably came from Creative Circus…[6]

Disciplines

Copywriting

"I think copywriting is not really writing. It’s just stating a thought that no one else would have thought to say."[7] - Dan Balser, Advertising Department Head

At The Creative Circus, the copywriting curriculum is broken down into three basic areas of study: strategy, concept and execution. A copywriter must show proficiency in all three, moving comfortably between traditional and digital spaces.

Initial classes focus on the fundamentals of creativity, communication and computer skills- in both design and radio production. Once these have been established, the copywriting student is ready to apply these in classes which serve as the core of the curriculum. Students are paired with an art director to work on a wide variety of speculative real-world assignments. Each week their ideas are presented to industry professionals who critique their work.

To graduate from The Creative Circus, a copywriting student must show a high degree of proficiency in strategic thinking, conceptual interpretation, and creative execution. The work in a student’s final portfolio must showcase a range of creative solutions, audiences, types of media and voices. Graduating students are also expected to create various vehicles for presenting and promoting their work comprising a personal identity package, resume, mini-books, and a web site.

Art direction

Art direction students work with copywriters, photographers and designers to develop print ads, digital messages, ambient concepts, and integrated brand communications for speculative real-world assignments. Art Direction students are required to master the fundamental skills essential for visual communication including typography, color theory, image creation design principles, and professional software such as Adobe Creative Suite.

Design

Design students create logos, packaging, brochures, and web interfaces. The Design curriculum begins with foundation level courses in typography, production, color theory, and digital design programs. Later, students learn how to determine a visual voice and appropriate form – print collateral, stationery system, posters, annual report, capability brochure, catalog, publication, packaging, signage, web site – for learning how to best connect a brand with its audience. Because most classes are taught by working professionals, student work is judged by real-world standards of success regarding deadlines, aesthetics, and concepts.

Interactive development

Creative Circus Lion created in 2010.
The Creative Circus Lion poster commemorating the 15th anniversary of the school

A presentation layer developer must understand the constraints of digital media. First year students expand competencies in all areas of coding and development. They learn critical scripting and programming languages along with experimental applications to develop an organic understanding of how best to turn design into reality. Versatility in all the engaging applications across relevant mediums is fundamental. In the second year, students work on projects developed in conjunction with copywriters, art directors, designers and photographers.

Required competencies:

Dan Balser, Advertising Department Head said, "I hope that by teaching students the basic craft of copywriting and art direction that it translates into digital. If I can teach art directors and copywriters to come up with really cool memorable campaign concepts – the digital extension of those will feel organic and natural. We teach digital trends classes and interactive design. We teach the basics of thinking in those media – but all of those media have to serve a bigger purpose. They have to support the brand promise. We haven’t changed a lot other than adding interactive designers to the creative teams."[8]

Photography/Image

In two years at the Creative Circus, image students learn the necessary skills of lighting, composition, bellows extension compensation and digital retouching. They also learn to collaborate with writers, art directors and designers as they create conceptual, strategic pieces of art.

Classes in studio and location lighting expose students to daylight, tungsten, quartz and electronic flash options. Additionally, understanding additive and subtractive lighting tools, light modifiers, and grip gear are essential. By using lighting and studio techniques from other classes, students capture images either as an original digital file or scan film which then allows them to work in Photoshop, the industry standard, to craft a finished image.

Summer at The Circus

Summer at The Circus is a partnership between The Creative Circus and the Department of Advertising and Public Relations in the Grady College of Journalism and Mass Communication. The program attracts students from around the country, including the University of Illinois, University of Tennessee and Florida State University.

During the first two weeks of the eight-week program, which began on June 2, students completed the first set of two classes: "Idea Development & Creative Teams" and "Using Creative Suite Effectively." Next up for the remaining two weeks in June are "Art Direction for Everyone" and "Creative Strategy & the Selling of Creative Ideas." They will also visit the Fitzgerald & Co. agency and be hosted at BBDO Atlanta.

"Students finished the first two weeks in fine style,” said Jay Hamilton, associate professor of advertising at Grady College. “Despite the heavy workload and only being in the program for a short time, they've already pushed their creative skills to new levels."[9]

History

Accreditation

The Creative Circus is fully accredited as a post-secondary occupational institution by the Council of Occupational Education (C.O.E.), a national accrediting agency. In addition to ensuring that courses meet proper state regulations, accreditation allows students to be eligible for Title IV federal financial aid.[12]

Graduates

Graduates have access to the school’s alumni listings and agency contacts; they are invited to portfolio reviews and receive direct assistance from the Director of Career Services in finding a job. Many agencies consistently use the resources of the Career Services Department to find new potential employees.

Speaker forums

By utilizing the school’s far-reaching network of professionals in the industry, The Creative Circus is able to host forums on a weekly basis throughout the quarter. The speakers range from junior-level creatives to founding partners, and encompass all disciplines. The forum consists of an hour-long speech/lecture/story/advice session with a presentation featuring the speaker’s work, followed by a Q+A.

Speakers usually follow their forum with a guest spot on Dan Balser’s “Don’t Get Me Started” podcast.

Student life

The first year is spent mostly acquiring and refining these skills. Those who don't show aptitude, or who prove less-than-fully committed to the workload, are weeded out, often by their peers. They figure their degree is only as good as the weakest graduate, so there is alternately a camaraderie and a ruthlessness that develops. It's the creative equivalent of law school.

The second year focuses on collaboration. Most agency work is collaborative, so students must learn to play nice. They compete with each other for awards and recognition within the school, but also are expected to critique and make their colleagues' work better.[13]

Panel is a twenty-minute presentation delivered by all students (with the exception of those graduating) to a combination of three faculty members and/or professionals. The student shows his best work from throughout the quarter and panelists critique.

Ten days prior to the first day of panel, the school enters Twenty-Four Hour Period. The school remains open to students twenty-four hours a day for its facilities while classes are still held regularly through the last week.

References

  1. ↑ Leslie, Jennifer. "Creative Circus founder elected to Hall of Fame". www.11alive.com. 11 Alive. Retrieved November 26, 2014.
  2. ↑ Cleveland, Bart. "Two True Hall of Famers in the Ad Business: One Famous, One Not". www.adage.com. Ad Age. Retrieved January 26, 2012.
  3. ↑ Swanepoel, Kevin. "The One Club Advertising Educator's Hall of Fame". www.oneclub.org. The One Club. Retrieved 18 February 2015.
  4. ↑ Watson, Brendan. "School Spotlight: The Creative Circus". www.adcglobal.org. The Art Directors Club. Retrieved October 23, 2014.
  5. ↑ Celeste, Eric (May 10, 2012). "Atlanta's School for Mad Men". Creative Loafing (May 10, 2012). Creative Loafing. Creative Loafing Atlanta. Retrieved 18 February 2015.
  6. ↑ Schnick, Todd. "The Idea Factory changing the advertising world". www.IntrepidNow.com. IntrepidNow. Retrieved February 12, 2015.
  7. ↑ Leiva, Javier. "Advertising Tips From The Creative Circus Ringmaster, Dan Balser". www.creativebabble.com. Creative Babble. Retrieved July 14, 2014.
  8. ↑ Leiva, Javier. "Advertising Tips from The Creative Circus Ringmaster, Dan Balser". www.creativebabble.com. Creative Babble. Retrieved July 14, 2014.
  9. ↑ Moreno, Stephanie. "AdPR students get crash course in advertising creativity". www.grady.uga.edu. University of Georgia. Retrieved June 20, 2014.
  10. ↑ Cleveland, Bart. "Two True Hall of Famers in the Ad Business: One Famous, One Not". www.adage.com. Ad Age. Retrieved January 26, 2012.
  11. ↑ Elliot, Stuart (November 16, 2014). "News from The Advertising Industry". The New York Times. Retrieved November 16, 2014.
  12. ↑ Raines, Laura. "journalist". AJC.com. Atlanta Journal Constitution. Retrieved June 20, 2012.
  13. ↑ Celeste, Eric. "Atlanta's School for Mad Men". Creative Loafing Atlanta. Creative Loafing. Retrieved May 10, 2012.
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