Advertising Art Direction
This introductory course provides a practical understanding of what it takes to art direct multi-media advertising campaigns.
At the beginning of the course you will develop concepts in response to a brief. Once you have an approved concept, you will produce a layout to indicate where the elements are placed. You then develop a finished solution on a Mac combining all the relevant elements in your layout. In doing so, you will absorb the basic principles of visual communication while learning the value of branding a product through art direction, colour and typography.
The importance of combining words and visuals will be stressed, alongside advice on how to work as part of a creative team with a copywriter. You will learn how to give your work the best production values in terms of photography and illustration, all sourced from the internet. The focus of the course is to generate good, strong ideas from various briefs and then produce the advertising in Photoshop or lndesign.
Individual idea generation is strongly encouraged, but if students do not have their own ideas, they will be given ideas to work with as the only way to produce great art direction is to work on strong advertising ideas.
Topics covered include:
- appreciation of world famous art directors, with examples of their work
- teaming with a copywriter
- making a headline work with a visual
- presenting work to your creative director
- advice on choosing a photographer
- rules on branding
- creating mood and tone within art direction
- choosing appropriate fonts
- testimonials from past students who have gained jobs in advertising agencies
- what advertising portfolios should consist of.
Entry requirements: None
Please note: This course is for students aged 18 and older
Francine Galea has over twenty experience in advertising, working as an award winning art director / copywriter. She has covered all creative mediums including TV, radio, press, direct mail and web-based advertising, in agencies like Saatchi and Saatchi and EURO RSCG.
Please bring with you to the first session:
- A pen
- A notepad