Creative Direction Short Course
Course description
Course overview
This intensive short course is a focused, project-led program, designed to help individuals already working in the creative industries, to develop and enhance their skills in Creative Direction.
Creative directors play a key role in design and guide studios and agencies, as well as leading brands and organisations. They are responsible for a team of creatives including art directors, copywriters, designers and content creators.
Creative directors have the final say on everything that will be communicated to customers. They understand their needs and are responsible for the recruitment of team members.
With the help of your tutor, an experienced Creative Director, you'll engage in practical exercises, case studies, and discussions to develop your skills in beyond your current experience.
This course is available both on campus or online. Please check location assigned to specific dates in the booking section.
Who this course is for
This course is suitable for art directors, designers, photographers, creative professionals, communications leaders and any other professionals who wish to enhance their skills in Creative Direction.
This is a natural progression course for students who have completed Art Direction courses or have industry experience of Art Direction or Strategy. It’s also a good fit for those looking to move into a Creative Direction or Senior Creative role.
Key information
Topics covered
- An introduction to creative direction
- Understanding the target audience
- Strategy vs idea: differences and synergies
- Ideation and concept development
- Managing a creative department and creative collaborations
- The design process
- Working on creative briefs
- Pitching
- The future of creative direction
- Portfolio presentation
- Practical exercises working on live briefs from real clients, planning an integrated campaign
Learning outcomes
- Understand the role of a Creative Director and how it extends beyond art direction and design
- Have worked on projects that mimic the work of a Creative Director
- Build confidence in leading teams, present ideas and creative executions to clients, brand owners and decision-makers
- You should be ready to apply your knowledge to real-world projects
- Digital badge and certificate of attendance
Materials
On campus or Online
- A pencil and notepad
If you are taking this course online, please see our Guide to taking online short courses.
Tutor
Giulio Mazzarini
Giulio Mazzarini is an Italian-born, British-educated creative professional with a diverse background in design and visual communication. Giulio graduated in Sociology from the University of Rome La Sapienza, where he first developed an understanding of the social dynamics that influence design. There, he studied Visual Communication under Oliviero Toscani, the legendary photographer and creative director behind Benetton's iconic campaigns.
Giulio’s passion for visual communication led him to earn a master’s degree in Design from Central St Martins College (UAL) in London. He has honed his skills working alongside renowned editorial and advertising photographers, working on large editorials and advertising campaigns.
Now based in London, working as a Creative Director at the design studio GEM, Giulio collaborates globally with top international magazines, brands and organisations, crafting compelling visual narratives. In addition to his professional work, Giulio is an Associate Professor at the University of the Arts London, and is invited to speak at universities and colleges around the world.
Book a course
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