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Hey! I've run creative ad workshops with brands like Artlist, Semrush, and Amdocs.
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Here’s the framework I use to help tech companies generate new ideas every time:

​
​tl;dr

Let's break it down.

Preparation

"The crux of a brilliant workshop lies in what you do beforehand." – Rob Fitzpatrick

Before the workshop, I:​
☑ Ask the team leader to choose a brief.
☑ Learn about the participants (e.g., role, experience, vibe).
☑ Create one ad example for the company.

Intro and Goals

10 min​
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☑ Meet the team and set expectations.
☑ Walk through the agenda.
☑ Lay down the rules:

Warmup: Create Meme Ads

15 min

Creating meme ads is easy, and that’s the point. It helps me do two things:

• Break the ice: A quick win gives instant gratification and helps everyone loosen up.

• Shift perspective: People often take their product too seriously. But a board full of memes helps them see the fun side.

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Checklist:

☑ List relatable pain points surrounding the product. I use GPT for this.

☑ Create a FigJam or Miro board with empty meme templates and your pain points.

☑ Show one example, then let the team fill in the rest by connecting pain points to memes.

Preparation: Find Enemies

10 min

Defining your enemy – “something or someone that stands in your persona’s way” – is a fantastic creative springboard.

Checklist:

☑ Prepare empty sticky notes and examples of different types of enemies.

☑ Ask them to come up with as many enemies as possible.

Group Exercise I: Analogies

15 min

Analogies help me break free from the boring product screenshots and open up a universe of fun visuals and stories.

Checklist:

☑ Explain how analogy ads work and show examples.

☑ Come up with pain-focused analogies for each “enemy” from the previous exercise.

☑ Find a visual for each analogy.

Group Exercise II: Side-by-Side

10 min

Most side-by-side ads are based on analogies, too.

Take your pain analogy, add a positive analogy next to it – and voilà, you’ve got an ad.

Checklist:

☑ Prepare pairs of sticky notes in two different colors.

☑ Create as many side-by-side ads as possible.

Break

15 min

Breaks are the most important (and most overlooked) part of any workshop. I learned that the hard way.

Back when I was just starting out, I was so enthusiastic that I didn’t even notice people desperately needed to grab coffee or go to the bathroom. Breaks are non-negotiable.

It's also a great opportunity to get some quick feedback and adjust accordingly.

Partner Exercise: Steal Like an Artist

25 min

Every new idea is just a mix of old ideas.

Checklist:

☑ Teach how to "steal" ideas ethically.​

☑ Provide a list of inspiring ad libraries.​

☑ Ask them to find ads and visuals that they like and come up with new ones. Have them work in pairs.

Solo Exercise: Headline Writing

15 min

Checklist:

☑ Explain your favorite headline techniques. (e.g., [Cliché], but [Twist])

☑ Have each person write as many headlines as possible.

Break II

20 min

Screening

20 min

Vote for the best ideas, leave the rest behind.

Checklist:

☑ Go over the team's ideas.
☑ Have everyone vote for the best ones. No voting for your own.
☑ Move the ideas with the most votes to a separate tab.

Execution

50 min

One person, usually a designer, shares their screen, and we polish as many ads as possible.
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Tip: Start with the quick wins, the ideas that got the most votes and are easy to produce on the spot.

You made it! 🕺

If you want my workshop agenda template and a simple trick that helps me get the participants' attention without ever raising my voice, reply "workshop" and I'll send them over :)

Talk soon,
​​​Shlomo​​​