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.

Description

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 workshops 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.


Topics

  • Role of Art Directors
  • Principles of visual communication and visual branding
  • Analysing market trends and research
  • How Art Directors use photography
  • Art Direction in editorial markets
  • Art Direction in advertising markets
  • Art Direction in brand and retail markets
  • Creative direction and copywriting
  • Creating an integrated campaign
  • Clients and briefs
  • The future of Art Direction
  • Developing your creativity for Art Direction



Course Outcomes
By the end of the course you will have learnt to;

  • Use market and trend research to inform and enhance your ideas
  • Confidently approach briefs
  • Develop professional relationships with clients
  • Use photography effectively in Art Direction campaigns
  • Understand the different markets (editorial, advertising, brand and retail) and how to operate within them
  • Develop our creative skills and lateral thinking through a range of techniques
  • Deliver creative concepts and ideas



Who is Art Direction (Online) for
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.
Level: Beginner
Please note: This course is for learners aged 18 and over



Why choose a Chelsea Arts College Online Short Course
Our online courses allow you to experience Chelsea College of Arts wherever you are in the world. Additionally all Online Short Courses include;

  • Live sessions with expert
  • Lesson recordings
  • Practical assignments
  • Personal feedback
  • VLE with course content
  • Forums for support
  • 3 months online access
  • Chelsea College Certificate upon completion

Further details about the Online Short Courses on offer at Chelsea college of Arts can be found here

Please note that all courses are taught in UK time. To check and compare times please click here




Tutor information

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




Materials

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

Technical Requirements:

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.




Details for booking

DateDay of WeekTimeDurationCostStatusLocationAction
01/03/2018 - 05/04/2018Thursday13:00 - 14:306 Weeks£450Available Online Add to Basket
25/04/2018 - 30/05/2018Wednesday18:30 - 20:006 Weeks£450Available Online Add to Basket
26/06/2018 - 31/07/2018Tuesday17:00 - 18:306 Weeks£450Available Online Add to Basket