What can we learn about creativity from a music producer with 69 Cannes Lions awards, strategists developing some of the world’s most successful brands, or an artist combining biology, technology and visual art? Their professional journeys would be difficult to fit into a single university program, but this autumn, they will come together in one online classroom.
TheAlternativeSchool is bringing together 44 speakers from different parts of the world for the 22nd edition of FutureProofCreativity, aiming to give creatives, strategists and marketing professionals the opportunity to learn from people who shape the industry every day. The program runs for five weeks, and thanks to the school’s partners, 100 fully funded scholarships have been secured for this year’s participants.
Two Hours Instead of Another Semester
The program was developed by Tedi Migdalovici, drawing on more than two decades of international experience in the creative industries, marketing and innovation. Instead of lengthy lectures and a traditional curriculum, Creative MBA uses a format of short, intensive evening sessions that the school describes as espresso-shot learning.
Classes take place online on Tuesdays and Thursdays, from 7 PM to 9 PM (UTC+2), combining theory with work on real briefs, creative sprints and continuous improvement of ideas through feedback.
Topics range from original uses of artificial intelligence, neuropricing and data-driven strategies to PR, film production, design, sound, research and pitching ideas. Part of the program is also dedicated to personal development, guided by a clinical therapist.
From the Cannes Lions Jury to Art Combining Biology and Technology
Among this year’s speakers is French electronic artist Agoria (Sébastien Devaud), whose work connects artificial intelligence, biology and visual art, including projects for Musée d’Orsay. Swedish-American creative duo Pelle and Calle Sjönell bring experience from agencies and companies such as Fallon, BBH and Meta, while Pelle chaired the Cannes Lions Film Jury this year.
From Brazil comes Edu Luke, a music producer whose work has earned 69 Cannes Lions awards and six Grand Prix distinctions. Other speakers include Marie Claire Maalouf, Chief Creative Officer of Edelman for the EMEA region, Keri-Ann Stanton, named among the top 25 innovators in EMEA by PRovoke Media, and Asma Humayun, recognized by The One Club as the leading director for creative effectiveness in the Asia-Pacific region.
The program also features Kirill Karnovich-Valua, an Emmy-nominated creative director, Ilia Anufrienko, founder of Bickerstaff.724, Tom Theys, Chief Strategy Officer at Happiness Brussels, Kavi Rajapaksha from Yara Foods, Kirsten Ludwig, co-founder of IN GOOD CO, and Ralph Laucella, founder of production company O Positive Films and a 2025 Emmy winner.
Different markets and professional experiences are not simply a matter of the program’s international character. Participants have the opportunity to explore how creative ideas are developed, evaluated and transformed into business results across more than 24 creative economies.
100 Scholarships for Those Who Want to Show How They Think
Previous career experience is not the only deciding factor for participation in the program. TheAlternativeSchool, with the support of Ursus Breweries and long-standing partners Orkla Foods, Shutterstock and WeInvent, is awarding 100 scholarships that fully cover the cost of the program.
Applicants need to solve four creative briefs, available on the school’s website, individually or as a team, and submit their solutions by November 5 to georgiana@thealternativeschool.com. Selected individual applicants may be paired with creative partners whose skills complement their own.
Ahead of the deadline, speakers and jury members are sharing advice on solving briefs and developing careers through the school’s Instagram account.
“Business increasingly relies on logic, numbers and data, all of which describe the past. Creativity remains one of its strongest growth drivers. At TheAlternativeSchool cMBA, participants learn both logic and psycho-logic, directly from world-class professionals sharing the insights that make the difference,” said Adrian Păsărică, Head of Marketing at Orkla Foods.
FutureProofCreativity begins on November 10 and runs until December 10, while the best participants will have access to additional intensive training, mentorship and live events throughout 2027.
The complete program and speaker lineup are available on the official TheAlternativeSchool website.
