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Arts & Entertainment

Who We Are & How We Got Here

Jeff Goodby & Rich Silverstein

Lesson time 8:28 min

Jeff and Rich dive deeper into their personal stories and the influences that shaped them. They break down their first project together: an award-winning (and hilarious) campaign for the Oakland A’s.

Jeff Goodby & Rich Silverstein
Teach Advertising and Creativity
Advertising icons Jeff Goodby and Rich Silverstein teach you how to break rules, change minds, and create the best work of your life.
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[MUSIC PLAYING] RICH SILVERSTEIN: I must tell you that Jeff and I, neither one wanted to be in advertising. We started out totally different. We were not going into advertising. - I mean, I fell into it because I came to California and I couldn't find a job. How did you start? I never heard this. - Well, I thought advertising was the evil empire. There's no question when you're a designer that you were going to touch that area. And there's no such thing as advertising schools then. None. You just-- I don't know. You just fell into it. [MUSIC PLAYING] - Who am I? Well, I always think it's interesting to kind of explore where people come from and why they ended up the way they are. And in my case, I think I'm a little bit of a combination of my mother, who was a painter, and my father, who was a business person. - Who is Rich Silverstein? Oh, my god. That's a tough one. I always like to tell people that I'm dyslexic. But I didn't know I was dyslexic. I was just confused, just like everything's jumbled, and I didn't know. But I had this amazing photographic memory of imagery. Like, I mean, I just see shapes. I see typography as voices, you know? It's like that movie, "I see dead people." I see type and I see spaces. And it's just-- it's a gift. You use it. - I went to Harvard. I was an English major. Didn't have-- people think that doesn't have anything to do with this, but it actually did. I mean, I love having people come here that have a general education, that kind of know who Shakespeare is, you know? It's not a bad thing. It's a good thing to know more about life rather than less. - I went to Parsons School of Design. If a student wants to learn something, you go to the most chaotic place to go to that's really, you know, vibrant. School was really New York City. That's very important. Your environment, use it. - I worked in Boston as a reporter for a suburban paper for a couple of years. And then my wife was from California. And I moved out here because she didn't like living in New England very much. [MUSIC PLAYING] So we drove across the country literally in a Volkswagen bus, parked it in a campground, came into town every day, and interviewed at places until finally we got jobs. RICH SILVERSTEIN: This company couldn't have been started without San Francisco. There was just something about the air here, the liberalness, the openness, the "hey, we can try anything" spirit of San Francisco. And it was Jack Kerouac. It was "Rolling Stone." It's Grateful Dead. It's rock and roll. And I think Jeff was drawn here and I was drawn here. So I got a job at "Rolling Stone," not knowing anything about rock and roll music. But I cared about design and I cared about what the newspaper/magazine looked like. My claim to fame at "Rolling Stone" is making a center spread with Annie Leibovitz's shot, David Cassidy naked. And I cropped it, and I kept too much pubic hair in, and Jan kind of yelled at me. It's ...

Create the big ideas of tomorrow

As the minds behind the “got milk?” campaign, the Budweiser lizards, and countless other ads that have permeated pop culture, Jeff Goodby and Rich Silverstein never stop reimagining the possibilities of advertising. Now they’re sharing how they make the beautiful and edgy work that’s seen by millions. Learn how to come up with great ideas, tell funny and compelling stories, and dazzle at your next pitch or presentation.


Students give MasterClass an average rating of 4.7 out of 5 stars.

This class, although focusing on advertising, is really about creativity and working in and creating an environment that promotes and natures creativity. This can be used in any field. I enjoyed the energy that Jeff and Rick brought to the topics and the whole sense of not taking yourself too seriously. Great class for folks from all fields!!

Ive learned a lot more than I knew about advertising.

Entrepreneur in search on new ideas. Great, these two.

There are so many golden nuggets from this series. The truth about what works seems so obvious but they are not until you hear it from the level of which these two bring it. I will steal these ideas not borrow them! Thanks.


Brian H.

For most of my life, I have been a musician, and even made my livelihood at it…right up until COVID-19 (grrrr!) I would love to be able to say it was The Beatles or The Clash or Mozart or Coltrane that made me want to be a musician, but nope. It was David Cassidy. I wanted to be just like Keith Partridge!

Kendra R.

Putting this comment here, for a few years from now when I'm ready to move from London back to North America, and I'm making the case for why Goodby and Silverstein should hire me. I can already tell we're going to love working together.

Ede E.

To know. Learn! Use whatever it is around you to teach you. Don't linger too long, move fast. No faster. Write what others have done differently. Autobiography instead of resume, brilliant. Make it up. Outlandish, self-deprecating. Different and tolerant. Collaboration. Act like you know what you are doing.

Shannon T.

i have been to two theatre schools and countless classes as an actor (who now also produces content) This is what was missing from both programs.

Nikoline B.

You can tell they know and understand their communication and their advertising. Fantastic class so far.

Hailey Z.

I've literally only watched the first video to this class and I love it. I am a sophomore in college majoring in advertising and just from the first 7 minutes, I've already learned so much. Not just about the conception of advertising, but also how I should approach my own creative process. Another reason why I love this lesson so much is because I can feel their passion and this is only encouraging me to create amazing things like they have. I'm really excited to watch the rest of this lesson.

Bella W.

"If it doesn't feel right, move on to the next "--very good point And" you're you is good enough"-- another credit for em

Jorge O.

As soon as I saw this class on my Facebook newsfeed I knew I had to take it. I'm just an average human, sick of feeling like another drop in the sea when it comes to advertising. I want to create things that are different, that talk to you, that make you feel special. Looking forward to learn a lot from this masters!

Roberta Artemisia C.

this kind of things made think I'd like to do advertising

Carolyn S.

A R T ... words, story ... MAGIC ... rapture & history. When you are an activist like me - who doesn't give a fig for money ... but knows the power of art & message & story .. I'm IN. [Winter Dance by C.M. Scott (-;]