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Design for Art Direction

Design for Art Direction

London College of Communication
Taught by
Hedieh Anvari


Learn the methods a successful art director uses to generate and manage production of a wide range of media - from photography to digital, graphic design to video.On this creative short course, you will learn how to conceptualise new ideas and fully embrace the opportunitiesof mixed-media, both physical and digital.

This course has innovation at it's heart and you will learn how you can use different platforms and reference points to create unexpected and engaging ideas that clients will embrace.

Through a series of debates, workshops and visits you will learn how to develop robust ideas that work for clients online and offline.Towards the end of the course you will focus on rationalisingyour ideas - taking one idea through the process to produce an end result. You will have the chance to pitch your ideas - learning how to communicate your design process and communicating your vision.

Topics Covered
Part One: Research

  • Offsite visits to galleries such as the British Film Institute
  • Analysis and discussion in small groups
  • Using areas of interest and ideas to hybridise bold new ideas
  • Interpreting sources: high and low culture, online and offline

Part Two: Ideas Development

  • Developing and analysing research
  • Shaping ideas through design - animation, sketches, drawings, digital collage, performance
  • Creating concepts in a range of media

Course Outcomes
By the end of this course you should be able to:

  • Engage and interpret creative references across many disciplines
  • Draw connections between sources that appear diverse
  • Find and test ideas quickly
  • Generate ideas that are precise but not always fully executed
  • Articulate and present ideas with confidence

Who Should Attend
This course is aimed at students and professionals from a wide-range of backgrounds, including photography, film, graphics UX and animation. The focus is on ideas rather than technical skills - by the end of the course you will be confident to approach idea generation in a creative, innovative way
This course is also a great refresher for anyone who has become stuck in old habits, or professional designers looking to move from one discipline into art direction.

This course is ideal for you if you are thinking applying for BA (Hons) Design for Art Direction or MA Design for Art Direction at LCC.

Beginner and Intermediate. You should have a good understanding on Adobe Creative Suite.

Follow Up Courses
Once you have completed this course you may be interested in Confident Copywriting or User Experience (UX) Design.

This course is ideal for you if you are thinking applying for further study at LCC.

Tutor Description

Hedieh Anvari is a Senior Art Director & Creative with professional experience in London and Paris. She has worked with clients such as COMME des Garçons, Lanvin, Mulberry, Topshop, Agent Provocateur, Zalando and had the opportunity to redesign Frieze magazine at the very beginning of her career. In Paris she worked on a number of fragrance commercials and social media activation for LVMH and Puig.

She is also the founder of Ooh Any Day Now, a fashion-female-health start up with emphasis on creative collaborations and product partnerships.

Hedieh started her career as a Graphic Designer & Assistant Creative Director at niche boutique agencies. She has also worked independently with clients and has headed creative teams at fashion houses – always passing on her enthusiasm for problem solving and the importance of making great use of one’s creativity when met with budget boundaries and the everyday reality of restricted creative freedom.

Critical thinking and forming concepts is at the heart of her approach to any brief, which is a key learning from her BA Graphic Media Design studies at the LCC.

The most cherished memories of her career so far is, commissioning and working with photographers, set designers, illustrators, post production houses and other instrumental creatives and crafts practitioners, for realising campaigns and visual content.

Available dates