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
Jun Chan
Jun Chan is a Product Design graduate from Bournemouth University whose career began at Burberry, where he transitioned from the photography studio to the design studio.
Over seven years, he contributed to 14 seasons, designing accessories and footwear under the creative leadership of Christopher Bailey and Riccardo Tisci.
In 2020, Jun expanded his creative scope beyond fashion, embarking on a freelance career in Creative, Art, and Design Direction.
He has since collaborated with renowned brands such as BAO, Brompton, Rapha, Tom Dixon, and Zalando.
Today, Jun is the Creative Director of 1314FAMILYSTYLE, an agency specialising in creative direction, strategy, and production.
With a focus on authentic, culturally driven storytelling, the agency crafts compelling narratives that resonate across industries.
Schelay McCarter
Schelay McCarter is an Associate Lecturer at the University of the Arts London and has a commercial fashion branding background and career. This includes fashion forecasting, journalism, fashion branding for ecommerce and fashion image realisation project management.
Clients: Burberry, Kering Group, Inditex, British Fashion Council, LVMH, Farfetch, Marks and Spencer, Nike, Jack Wills, H&M Group, All Saints, Arcadia Group, Amazon and YOOX Net-a-Porter Group
Magazines: Soma, Plastik, B magazine, Status magazine
Photographers worked with: Tim Brett Day, Kim Knott, Sean Knott, Tiffany Mumford, Emma Summerton, James Meakin, Kim Watson, Jean Pierre Mascalet and Nick Knight
Please check out Schelay's website and fashiontent for more information.
Fiona Maciver
Dr. Fiona Maciver is a Creative Strategist based in London. Her work blends design, research, psychology, tech and business. Since graduating from Central Saint Martins, Fiona has held design and research positions at influential brands including Meta, Apple and Publicis. Fiona founded her Creative Strategy consultancy in 2020. She inspires global businesses to also think creatively, empowering them to tune into audience and market.
Fiona holds a PhD in Design Strategy and writes about creative mindset and design innovation. She is reviewer for The Design Journal, Creativity and Innovation Management Journal, the Design Management Institute, and Fellow of the RSA.
Engage with Fiona at http://www.maciverinc.com
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
Loading