Thinking for Next
Thinking for Next is an advanced, high-intensity laboratory for the next generation of creative leaders. This isn't just about aesthetics—it’s about identifying "the gap" in the market and filling it with bold, cohesive, and strategically grounded creative.
Why it’s important in today’s world
In an oversaturated landscape, being a "good designer" is no longer enough to win the room. Every brand is fighting for relevance and survival in a rapidly shifting economy. As advertising partners, our value lies in our ability to push a brand’s limits, explore unexplored market spaces, and move them into the "next" phase of their evolution. This course teaches you to be the strategist as much as the artist, ensuring your work is not just beautiful, but indispensable.
Who this class is for
This course is specifically designed for advanced students who have mastered the basics of art direction and copywriting and are ready to tackle complex, real-world problems. If you are looking to distinguish yourself from your peers and gain a competitive edge in the global creative market, this is your deep dive into high-level campaign architecture.
What you can expect to learn
Under Sonja’s mentorship, you will learn to navigate the delicate balance between brand heritage and future-facing innovation. Key learning outcomes include:
Market Archeology: Using research to identify untapped opportunities that ground your creative concepts.
Brand Expansion: Learning to operate within—and push the boundaries of—existing high-level brand identities.
Layered Campaign Design: Constructing coherent, functional solutions that live across a wide range of media platforms.
Problem-Solving for Giants: Shifting your perspective to solve the actual business needs of established global brands.
What you will produce for your book
The goal of this course is to provide you with the ultimate interview tool: the ability to explain the How and Why behind the What. You will walk away with:
1–2 Comprehensive Campaigns: Polished, professional-grade projects that demonstrate a master-level understanding of layered storytelling.
A Strategic Research Deck: A high-end presentation that proves your ability to take raw data and market research and craft it into a winning creative execution. You won't just show the campaign; you'll show the roadmap that led you there.
Instructor: Sonja Johnson
Sonja Johnson is an award-winning Creative Director and ArtCenter College of Design alumna with a decade of experience shaping global brands at the intersection of art direction, film, and strategic brand building. Holding degrees in both Film Production and Advertising, Sonja’s work is defined by a unique ability to blend cinematic storytelling with purposeful design, translating complex ideas into simple, compelling narratives.
Her professional journey has navigated some of the industry’s most respected environments—including Droga5, Vox Media, and Razorfish—and shaped brand identity in-house at Lyft. Throughout her career, she has collaborated with iconic brands such as Chase Bank, Vaseline, Shea Moisture, and Starbucks, earning over 50 industry accolades, including the coveted Cannes Lion Grand Prix, D&AD, and the One Show.
In her courses, Sonja translates this high-level expertise into an engaging atmosphere of electric creative energy. Having served as an Adjunct Professor at ArtCenter, she fosters a classroom environment where students are encouraged to push the boundaries of their craft. Sonja is dedicated to helping the next generation of creatives develop their unique voices while equipping them with the professional tools and strategic confidence necessary to excel in an ever-evolving global landscape.
Thursday May 14 — Thursday July 16
6pm - 9pm EST
$1,200.00 USD (Class limited to 10)