Meets Thursdays for 5 Weeks from 6:30pm-8:30pm ET. Class Dates: July 16th - August 13th

Pop Culture Engineering

Juan Guzman, ECD/Founder humans2humans, Miami

Popular Culture Engineering explores how pop culture—past and present—can become powerful creative fuel for cracking any brief. Students will learn to use seven core pillars of pop culture as a compass for insight, emotional connection, and fresh idea generation. Rather than treating culture like a trend report, this class views it as emotional infrastructure: nostalgia, identity, desire, shared experiences, and the core memories that shape what people care about. Through a creative study of what we love now, what we loved then, and what we might love next, students will learn how to reimagine cultural references in ways that feel fresh, relevant, and campaignable. By the end of the 5-week class, students will leave with a campaign rooted in pop culture.