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Spotlight On: BA (Hons) Design for Art Direction– LCC Degree Shows 2019

game mockup with digitized woman
game mockup with digitized woman
Diana Ganea ©
Written by
Jake May
Published date
13 June 2019

BA (Hons) Design for Art Direction at London College of Communication is a multi-disciplinary course, critically approaching visual communication methods. Through enquiry, testing and play, our students develop visual and spatial propositions and narratives that explore and challenge a range of cultural, social and political concerns. Recognising changes in media, distribution and creative practice, we consider the possible future contexts for Art Direction, spanning both commercial applications and research-led enquiries.

This year's exhibition as part of LCC Degree Shows 2019 will feature a diversity self-initiated projects and collaboration, students produced innovative visual languages through research and practical experimentation.

Explore a handful of the projects on show...

Bior Elliott


person in monochrome holding canvas
Bior Elliott ©

This is just another clothing brand. This clothing brand is defined only by the observation of its own construction. This clothing brand only exists to understand its own reason for existing. This clothing brand is solely about itself. This clothing brand is about its own past, present and future. This is about me making this – and eventually this will be about this making me. This is just another clothing brand.

Diana Ganea


game mockup with digitized woman
Diana Ganea ©

LifeCredit is a game that imagines a possible dystopian future where a social credit system is run by a private company in the UK. This game works in the context of two distinctly different political regimes which influence and reflect the gamer’s expectations of social control, such as the crediting system. The levels of anxiety and frustration that this closed system can provoke depends heavily on the threat of such measures, rather than the realities experienced by citizens in countries that have adopted these tools already.

Sarah Armstrong Wilson


black trainers
Sarah Armstrong Wilson ©

Esoteric is a sneaker brand that was born from a critique that aims to challenge the industry from the inside out. From three key areas of research: appropriation of sneaker culture, how we interact with product and how we purchase product, the Esoteric brand creates a completely unique way of purchasing sneakers from the initial campaign where you never actually see the sneakers before purchasing straight through to getting your hands on a pair at a secret location.

The brand itself has a strategic layering system, with it being the very first sneaker brand to make their product strictly for over 18s and setting certain rules to ensure that Esoteric sneakers are traded fairly for both the consumer and the brand. The final outcome is made up of: a pair of sneakers made in collaboration with Maarika Karm, a MA student from EKA in Estonia, concrete packaging made in collaboration with Louie Smith, a fellow Art Direction student with an eye for materials, a drafted contract that must be signed before purchasing drafted in collaboration with Nicole Jésse, another fellow Art Direction student who works primarily with research and text, and brand imagery exploring the senses around the sneakers in an abstract format from six artists from various disciplines.

Faye Wang

We Can See Things Differently

The sense of touch I project in the film is sensitive, mental, in different material environment. It is not only about touching with fingers, registering harmonious or disharmonious changes of structures but also about shapes, identified or otherwise; about blending of two or more structures; about movement, passive or accommodating.

The tactile sensations are first hand, directly experienced with your own bodies. The tactile imagination, in the meantime, is capable of recreating them quite intensely.The film has the function of empathy: to let more people enter the world with visual impairments. The emotional and material experiences are offered by the film. The sense of sensitivity and tenderness is communicated by the overall art direction of the film. It communicates the beauty of a different way of seeing.

James Mack

A Brothel of Care

woman with purple gloves
James Mack ©

By fetishizing care through a post capitalistic lens I hope to critique and explore the transactional care, affection and intimacy today, and denounce them as Romantic phenomena. This project asks: what is the cost of feeling cared for?

LCC Degree Shows 2019: Show 2 takes place from 19–22 June 2019.

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