Art Direction (Online)
Join this online course to learn about working as a professional Art Director, your tutor will guide you through the various stages involved from creating your concept to organising an advertising campaign. First we’ll introduce the basic principles of visual communication, semiotics...
Taught by: Giulio Mazzarini.
Join this online course to learn about working as a professional Art Director, your tutor will guide you through the various stages involved from creating your concept to organising an advertising campaign. First we’ll introduce the basic principles of visual communication, semiotics. We’ll discuss the importance of analysing contemporary trends and campaigns. During a workshop you’ll develop your own concept boards and learn about campaign production and maximising your creativity. Your tutor will be a practising Art Director, who will provide guidance and discuss the variations in the role of art direction across different creative industries. You will also understand the process of setting up a photo-shoot and a TV advert and gain valuable tips about successfully working as a professional in this field.
You’ll have refined your creative skills and powers of lateral thinking. Having learnt the techniques and principles of art direction, you will be able to confidently approach briefs and deliver creative concepts and ideas.
Who Should Attend
You may work in advertising, marketing, PR, brand management, sales, editorial, fashion, photography or design; or, you might just want to explore the principles of art direction.
Giulio Mazzarini is a creative director and photographer living in London. He was born in Rome, Italy, where he graduated in Sociology. In 1998 he moved to London, where he completed a Masters in Design Studies at Central Saint Martins, University of The Arts London. After working on the creation of the trend forecasting website WGSN.com, he founded the communication studio GEM. His work has been seen in international magazines such as Vanity Fair, Marie Claire, Elle and Dazed & Confused. He has also contributed to the image development of companies and brands, such as L'Oréal, Reebok, Aston Martin, Citroen and Selfridges. He is an Associate Lecturer of the University of the Arts London, European Institute of Design (Rome) and Groupe INSEEC (Paris & London).
For further information see www.gmazzarini.com
Suggested Reading List (optional)
The Dream Café: 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
Art Direction Explained – At Last! by S. Heller & V. Vienne
Prior to the start of your course, please ensure:
You have a headset and microphone attached to your computer.
You have a webcam
Your browser has a recent version of Mozilla Firefox, Internet Explorer, or Google Chrome.
Your computer is running the most recent version of Java. You can download it from here: http://java.com/en/download/index.jsp
Most importantly, you have a good internet connection with a bandwidth upwards of 56k.