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Join Art Direction and be guided through the various stages of working as a professional Art Director, from creating concepts to organising advertising campaigns.
You will start by learning about the basic principles of being an Art Director, including elements of visual communication, semiotics and the importance of analysing contemporary trends and campaigns. You will continue the workshop developing concept boards, learning how to produce campaigns and maximise your creativity.
You will also learn how to create concepts for photo-shoots and TV adverts. With expert advice and guidance from your tutor, Creative Director and Photographer Giulio Mazzarini, you will discuss how the role varies across a variety of creative industries and gain valuable tips about successfully working as a professional Art Director.
- Principles of Visual Communication
- Art Direction in Editorial and Advertising
- Working as an Art Director: Principles and Practical Exercise
- Development of Concept and Mood Boards
- Producing an Integrated Campaign
- How Text and Images Work Together
- How to Form a Creative Team
- The New Frontiers of Advertising Communication
By learning the principles and techniques of Art Direction, you will be able to work on briefs, deliver effective concepts and ideas. You will also improve your creative skills as a visual artist, including lateral thinking and general work performance.
Who should attend
Anyone who wants to explore the principles of art direction. It's likely you work in marketing, advertising, graphics, PR, sales, brand management, editorial, fashion, design or photography.