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London College of Fashion

Available dates

Nov 27—29, 2019
3 daysModules info
London, United Kingdom
GBP 565 ≈USD 730
GBP 188 per day
Jan 11—25, 2020
3 daysModules info
London, United Kingdom
GBP 565 ≈USD 730
GBP 188 per day
Mar 23—25, 2020
1 dayModules info
London, United Kingdom
GBP 565 ≈USD 730
GBP 565 per day

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About the course

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.

Topics Covered

  • 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

Course Outcomes

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.

Trust the experts

Phil Woodford

Phil Woodford is a former advertising creative director and practising copywriter, who has a wealth of experience of working with clients across a range of sectors. He lectures at University of the Arts London and Sup de Pub – the advertising and marketing faculty of French business school Groupe...

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Giulio Mazzarini

Early life and education Coming from family of noble origins, Giulio Mazzarini was born in Italy, and grew up in Rome, Italy, where he attended university. After graduating in Sociology, he deepened the studies of Visual Communication and Photography, thanks also to one of his lecturers, the for...

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