EDDIE
BABAIAN

Eddie Babaian is an award-winning advertising copywriter with 20 years of experience writing campaigns for Hyundai, Volkswagen, Pepsi, Warner Brothers, and more. You may know him best from "Smaht Pahk" — the 2020 Super Bowl spot starring Chris Evans, John Krasinski, Rachel Dratch, and David Ortiz that racked up nearly 80 million views. But the work that matters most to him isn't on a screen. It's in a classroom.

For a decade, Eddie has taught 600+ students at the Bookshop School for Ads and the M-School at LMU — covering everything from building a portfolio and cracking the industry, to mastering insight, nailing interviews, and negotiating their worth. What he kept seeing was the same gap, over and over: talented people who couldn't articulate why an idea was good. Who were guessing instead of knowing. Who were pitching feelings instead of truth.

That gap is what built The Insight Foundry. Everything in this course is the result of 20 years of doing the work, and a decade of watching students transform when they finally understand what separates a guess from an insight.