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Creative Direction

Creative Direction

Central Saint Martins
Taught by
Giulio Mazzarini, with others


This course will teach students from a range of backgrounds including Fashion, Architecture and Advertising, how to become Creative Directors.

Creative Directors play a key role in design and advertising agencies, as well as in brands and companies. They are generally responsible for, and leaders of, a group of creatives (art directors, copywriters, designers, photographers, video producers, etc.): from print to web, from TV to radio, from automotive to fashion.

Creative Directors have the last word on everything that will be communicated to the customer. They have the skills to understand the needs of customers and are responsible for the recruiting of team members.

Topics covered:
  • An introduction to the role of Creative Director
  • How to use contemporary trends and campaigns
  • Managing creative
  • Working on Creative briefs
  • Pitching to clients
  • Practical exercises working on live briefs from real clients, planning an integrated campaign

  • Outcomes:
    By the end of this course you will understand the role of the Creative Director and have worked on projects that mimic the work of a creative director.

    Who should take this course:

    This course is suitable for Art Directors, Designers, Photographers, Creative students and professionals who wish to enhance their skills in creative Direction. This is a natural follow on course for students who have completed Art Direction, Fashion Styling, other Photography or Graphic Design courses at Central Saint Martins.


    Please note: This course is for students aged 18 and older

    Tutor Description

    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, 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 or take a look at his post on the CSM Short Courses blog.


    Please bring with you to the course:
    A pencil and note pad.

    Available dates