AWARD School free virtual masterclass to go behind the scenes of Macpac’s ‘A Bit Precarious’ with Hugh Gurney and Joe Sibley

AWARD School is taking aspiring creatives behind the scenes of Macpac’s ‘A Bit Precarious’ in a free national masterclass on 17 September, with Executive Creative Directors Hugh Gurney and Joe Sibley (formerly of The Monkeys) revealing how the campaign went from brief to three people dangling off a cliff in New Zealand.

How to Unpack a Brief Like a Pro will be led by AWARD School Victoria Heads Rachel Blacklaws (R/GA) and Stephanie Gwee (TBWA\Melbourne), with Gurney and Sibley joining as special guests.

The live, one-hour virtual session is for people considering AWARD School in 2027, emerging creatives and those looking to move into the industry. It will give participants an inside look at how experienced creatives break down a brief and turn it into a strong campaign idea.

Says Blacklaws: “This session is designed to demystify one of the fundamental skills behind creative advertising. A brief can look deceptively simple on the page, but knowing what to pull apart, what to question and where the real opportunity lies is a skill in itself. We want to show people how creatives actually approach that process and give them something practical they can use straight away.”

Gurney and Sibley, who now work at Kerfuffle, have a body of work that includes Enter Asahi, BCF’ing Fun, Summer Lamb, Aussie Beef, Seek, Victoria Bitter and Telstra.

Participants will also receive a self-guided brief to apply what they’ve learned.

The masterclass is the first in a series designed to give prospective students and emerging creatives practical exposure to the skills and thinking used inside creative departments.

Event details: How to Unpack a Brief Like a Pro
6pm–7pm AEST, Thursday 17 September Free, register here.

VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel