Art Direction For Fashion - Planning and Production (Online)

Online courses occur as a live session for 1.5 hours each week, during which time you will interact with your tutor, classmates and course content using in-built audio and video chat, instant messaging and the virtual work display area.

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In this Art Direction for Fashion - Planning and Production course you will gain information enabling you to produce a successful, professional and commercial photo shoot. This course can be taken on its own or following on from

Taught by: Schelay McCarter.


In this Art Direction for Fashion - Planning and Production course you will gain information enabling you to produce a successful, professional and commercial photo shoot.

This course can be taken on its own or following on from Art Direction for Fashion, where theoretical ideas for selling fashion through imagery creation is looked at in detail. In this course, we will examine how to make these ideas a practical, costed up reality above and beyond how and where to select the creative team.

Understanding the legal, monetary and business side of setting up a Photo shoot Production is an area that can only be learnt through experience or being guided by the experienced. This course gives you the opportunity to gain all the insider information required to be in a confident position to organise your own shoot production. Shoot Codes of conduct, what is an acceptable contract, Shoot Procedure sequencing, lead times, client management, agency management, what to account for when budgeting for a shoot production, the legal implications of image creation and usage rights, and what to include in a contact and call sheet will allow you into a world where detail counts and damage limitation is key. 
It all about taking theoretical ideas and making them a practical ‘cost accountable’ ‘time managed’ ‘people managed’ reality.
This will enable you to hit the ground running regarding setting up and managing the production of a photo-shoot, making your vision a practical reality with help from an experience industry professional.
Through role playing and trouble shooting we will dissect a series of 4 commercial fashion photo shoots of varying complexity, from a simple studio shoot to a big 5 days shoot production abroad. 

We will examine in detail the role of the Producer and how this role can be taken on by the Art Director or be allocated as a role that reports to the Art Director.


Topics covered:

Time management
Team integration and people management
Networking forum advice
Digital marketing, where and how
Planning shots and calculating how many days needed to complete production requirements
Equipment hire, what to expect to include
Prop hire/where 
Budget and cost accountability
Contract creation - what to include to protect yourself 
Usage rights issues
Talent casting proceedures
Copyright implications
People management and team participation 
Negotiation skills
Dispute management advice
Damage limitation measure advice
Industry codes of conduct
Post shoot production requirements
Insurance cover advice
Call sheets, when to use them
Public liability cover
Who pays your team, how much to pay
Working abroad tips
Licencing issues, where to go what to pay
What should a producer expect to get paid.
Tax, who pays and why
Agency fees – who pays and why
Client management
Talent management
How to set yourself up as a freelance producer


Who should take this course:

This course is perfect for those who wish to develop the fashion shoot concept they created, or have some experience in setting up a test shoot and wish to know the practical business aspects of setting up a professional and commercial photo shoot with wider cost, legal and usage rights implications, or those who want to set up as a freelance producer/art director, or ideal for photographers and stylists who wish to expand their business into art direction/shoot production. There are also overlaps into film production where many of the legal, fiscal and management aspects are similar.


What will I get from this course:

By the end of this course students will have all the necessary information and practical production planning experience to hit the ground running setting up their own commercial photo shoots.


Course schedule:

8 weeks: 1.5 hours of live class per week

Week 1 - Introduction - Aims and Objectives of a photo shoot production

Week 2 - Role play - Photo shoot 1 studio 1 day Look Book,  Costing up a photo shoot what to include, how to negotiate with creative agencies

Week 3 - Role play - Photo shoot 1 - studio 1 day Look Book (Creating a contract, what to include)

Week 4 - Role Play - Photo shoot 2 - 1 day studio - Brand Shoot (Usage Right issues, insurance cover, trouble shooting)

Week 5 - Photo shoot 3 - on location in UK 2 days retail Brand shoot (students idea). Photo shoot ideas and practical production analysis.

Week 6 - Photo shoot 4 - on location in UK 3 days abroad Retail Brand shoot (students idea). Production plan and researched costings.

Week 7 - Production Analysis, contract, booking team and lead times,

Week 8 - Students to present, Planning and Production shot planning boards for review


This course is being delivered on UK time.  To view more information and a live UK clock, please follow this link:
Please refer to your joining instructions about getting set up for your first session. Further details about preparing for your online course, and the equipment you need, can be found here:

Tutor information

Schelay McCarter is an Associate Lecturer at the University of the Arts and has a commercial fashion branding background. This includes fashion forecasting, journalism and creative project management. Schelay was Senior Art Director/Designer for Marks and Spencer on Lingerie and Ladieswear before creating 'fashiontent' a fashion branding production company Clients : Marks and spencer, Bloomingdales, Saville Row, RHS, Boots, National Geographic, W H Smith. Photographers worked with Tim Brett Day, Kim Knott, Sean Knott, Tiffany Mumford, Emma Summerton, James Meakin, Kim Watson to name but a few. Please check out and fashiontent for more information


Please have ready for the first session:

  • Pen & paper
  • Start collecting and putting aside a selection of fashion/life-style
    magazines for example Vogue (UK, Italian, French), Marie-Claire, Elle, Red,
    Wallpaper, ID, Dazed and Confused, plus any other magazines that inspire
    you. Don't feel you have to buy a huge selection of current ones, one or two
    will do from this year or from last.
  • Look at to be in touch with current fashion news.
  • Camera - (not essential but if you have one please have it available)

You will also need in later sessions:

  • Two A2 Poly-boards (don't buy this until you have discussed this with the tutor)
  • Sellotape (clear adhesive tape)
  • Pritt stick (paper glue stick)
  • Metal ruler
  • Scalpel (with cork protection)
  • Cutting mat
  • Scissors

Details for booking

DateDay of WeekTimeDurationCostStatusLocationAction
11/01/2017 - 01/03/2017Wednesday13:30 - 15:008 Weeks£520Available Online Add to Basket
12/04/2017 - 31/05/2017Wednesday13:30 - 15:008 Weeks£520Available Online Add to Basket