American Advertising Federation of Des Moines


2020 March Luncheon: Brilliance within the Bull$#@t

Event Details:

Event Type: Open to members and non-members
Registration: Required
Registration Fees:
Active Individual Membership $25.00
Corporate Membership $25.00
Executive Membership $25.00
Collegiate Membership $25.00
Student Membership $20.00
New Graduate Membership $25.00
Full-Time Educator Membership $25.00
Non Resident Membership $25.00
Retired Membership $25.00
In Kind Membership $25.00
AAF Membership + Conference Registration $25.00
Guest $40.00
Non-Member $40.00
Last Day to Register: Monday, March 9, 2020
Location: Glen Oaks Country Club, 1401 Glen Oaks Dr, West Des Moines, IA 50266
Time: Thursday, March 12, 2020 11:30 AM - 1:15 PM

Location Description:

Map and Directions

Event Description:

Design Thinking: Brilliance within the Bullshit

Join us for our March luncheon with Parc Masterson from Signal Theory.

Design Thinking: Brilliance Within the Bullshit is less of a presentation and more of a 75-minute interactive workshop. No materials are required, however everyone must arrive with an open mind and the willingness to fail. 

Participants will be exposed to the methods, mindsets and fundamental flaws within Design Thinking from its genesis to its proliferation across industries and finally, the promise that still exists. Participants will then be guided through a series of rapid, hands-on exercises to gain a deeper understanding of the concepts presented while experiencing the possibilities of empathy, making and iteration firsthand. And, maybe, even see the brilliance within bullshit. 

***Please note that we will be extending the luncheon to 75 minutes to make it more interactive and more of a workshop.


Since first joining Kansas City Marketing and Design indie Signal Theory over a decade ago, he’s pivoted across roles focusing on interactive (Flash, etc.), to art/creative direction and now the burgeoning field of Service Design. Over his career he's developed award-winning work for brands like Burger King, Dr. Pepper, Snapple and Borden Cheese among others.

Previously he helped lead the team responsible for transforming the on-lot experience for SONIC Drive-In with everything from eye-catching food photography to three custom typefaces. Today, Parc writes sub-par bios for speaking engagements and leads Signal Theory’s Design efforts by helping clients and teams keep people at the center of their solutions and create meaningful and sometimes magical experiences.


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