Art Direction Short Course
Course description
Course overview
This course, offered on campus or online, teaches the essential skills and processes for a career as an Art Director. You'll learn everything from launching creative visual concepts to executing dynamic campaigns, gaining a broad and valuable skill set for the industry.
Begin by mastering the principles of art direction and visual communication. Design visual campaigns using practical exercises to construct your own concept boards. You'll explore interesting case studies and craft concepts for photoshoots and video content. Your tutor will offer valuable insight into how art direction evolves across a wide range of creative industries, including fashion, photography, film, advertising, branding and editorial.
Who this course is for
This course targets a broad spectrum of individuals seeking to explore Art Direction as a skill or profession. If you are already engaged in graphics, marketing, advertising, PR, brand management, design, photography, or fashion this program will develop your existing skill set and knowledge base. If you are new to the creative industries this course is a great place to start.
Key information
Topics covered
- Defining art direction
- Navigating art direction: principles and practical exercises
- Using Art Direction tools
- Crafting concepts, mood boards and storyboards
- The role of art direction in editorial and advertising
- Synergy of text and images
- Precision in image selection
- Mastering photoshoots and video production
- Exploring the future of art direction
Learning outcomes
- Identify what Art Direction is
- Meet client briefs
- Convey ideas visually, in a distinctive and professional manner
- Conceptualise, select and manipulate visual imagery
- Digital badge and certificate of attendance
Materials
On campus
- Notebook and Pen
- Your favourite magazine
- Laptop, iPad or tablet
Online
If you are taking this course online, please see our Guide to taking online short courses.
Suggested Reading List (optional):
- The Dream Caf: Lesson in the Art of Radical Innovation by Geoff Crook and Duncan Bruce
- Imagine. How Creativity Works by Jonah Lehrer
- It's not how Good you are, it's how Good you Want to be by Paul Arden
- Out of Your Minds Learning to be Creative by Ken Robinson
- Within the Frame: The Journey of Photographic Vision by David Duchemi
- Ideas Selling by Sam Harrison
- The A - Z of Visual Ideas: How to Solve any Creative Brief - by JohnIngledew
Tutor
Giulio Mazzarini
Giulio Mazzarini is a creative director, art director and photographer. Born in Rome, where he graduated in Sociology, he moved to London in the 90s. This is where he completed a Masters in Design Studies (now Applied Imagination) at Central Saint Martins College. After working on the foundation of the trend forecasting platform WGSN, he founded the design and communication studio GEM. He also works as an editorial and advertising photographer. His work has been seen in magazines across the globe, such as Vanity Fair, Marie Claire, Elle, and National Geographic Traveller. He has also worked with iconic brands such as L'Oréal, Reebok, Aston Martin, Citroen and Selfridges. He lectures across the University of the Arts London as well as various universities and colleges worldwide.
For further information see www.gmazzarini.com or gemcreativedesign.com.
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