Join Art Direction and be guided through the various stages of working as a professional Art Director, from creating concepts to organising advertising campaigns.
You will start by learning about the basic principles of being an Art Director, including elements of visual communication, semiotics and the importance of analysing contemporary trends and campaigns. You will continue the workshop developing concept boards, learning how to produce campaigns and maximise your creativity.
You will also learn how to create concepts for photo-shoots and TV adverts. With expert advice and guidance from your tutor, Creative Director and Photographer Giulio Mazzarini, you will discuss how the role varies across a variety of creative industries and gain valuable tips about successfully working as a professional Art Director.
- Principles of Visual Communication
- Art Direction in Editorial and Advertising
- Working as an Art Director: Principles and Practical Exercise
- Development of Concept and Mood Boards
- Producing an Integrated Campaign
- How Text and Images Work Together
- How to Form a Creative Team
- The New Frontiers of Advertising Communication
By learning the principles and techniques of Art Direction, you will be able to work on briefs, deliver effective concepts and ideas. You will also improve your creative skills as a visual artist, including lateral thinking and general work performance.
Who Should Attend
Anyone who wants to explore the principles of art direction. It's likely you work in marketing, advertising, graphics, PR, sales, brand management, editorial, fashion, design or photography.
All Levels welcome
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 WGSN.com, 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).
Phil Woodford is a former advertising creative director, who has been an associate lecturer at University of the Arts London for ten years. Over that period, he has created bespoke training courses for clients as diverse as QVC, MTV, Friends Provident, WaterAid and the Isle of Man Government.
Through his business “Here Comes The Cavalry Ltd”, Phil provides copywriting and creative services to a range of design, advertising and branding agencies. He blogs on advertising creativity at www.108thstreet.co.uk.
Please bring the following materials with you on the first day:
Notebook and Pen
Suggested Reading List (optional)
The Dream Café: Lesson in the Art of Radical Innovation by Geoff Crook and Duncan Bruce
Imagine. How Creativity Works by Jonah Lehrer
It’s not how Good you are, it’s how Good you Want to be by Paul Arden
Out of Your Minds – Learning to be Creative by Ken Robinson
Within the Frame: The Journey of Photographic Vision by David Duchemi
Ideas Selling by Sam Harrison
The A - Z of Visual Ideas: How to Solve any Creative Brief - by JohnIngledew