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Develop and refine new skills - and a powerful portfolio - to move your career into the world of Art Direction. This course is designed for young advertising creatives who want to step their skills up. It covers the essentials of Art Direction, and it pushes you to produce, curate and present creative work to your best potential.
Apply for February 2022
Over 12 weeks online, you'll develop, package, and present powerful visual ideas. You'll learn how to research and brainstorm ideas, and grow your skills and confidence in pitching your creative work.
This course simulates a professional agency environment with open dialogues and weekly critiques between peers to push all projects to be their best. The course is creative and fulfilling.
It culminates with a final project where you will create a 360° advertising campaign fit for digital media and pack it into a strong portfolio piece. The flexible online format allows you to combine this course with other professional and personal responsibilities.
This course is for people looking to either enter or transition into a career as an Art Director. It's for people who want to learn tools and gain confidence in Art Direction. If you like the idea of developing more extensive campaigns and you aim at a client-facing creative job, this course is for you.
We require no professional experience within Art Direction. But previous studies in design, advertising, communication, or related subjects are helpful. You also need to be somewhat comfortable and fluent with the most common design software.
If you are not familiar with design software, start your journey with Berghs Design Basics.
The course includes process, ideation tools, editing tools, readings and resources, and weekly presentations to get you better at directing and selling your creative work.
Before commencement, all students set their individual learning goals and concrete action points. Personal tutoring sessions are also offered towards the end of the course.
1) Introduction to Art Direction
Define the role of the Art Director in a creative team and define and understand what is an innovative communication campaign. Critical cases are discussed, and we dive into the different stages of the course.
2) The brief
We get familiar with the course brief. You can set your objectives and discuss different creative approaches with the group.3) Digital and social execution
Learn about digital-social ideas and how to visually prototype them through mockups.4) Ideas
Dig into the creative process and judge your raw ideas. Class discussion on what to keep or scratch, and why.5-7) Meet the professionals
Meet three guest speakers that work as Art Directors in advertising. Get inspired and learn their approach.
- From script to commercial, the process of Art Directing your idea all the way to reality.
- Art Direction in photography, the role of an Art Director in a photoshoot.
- Creative Problem Solving, another way to look at Art Direction.
8) Ideas, feedback and critique
We move our attention back to your project and help you push your ideas forward. Learn how to select and distill your strongest ideas.
9) The campaign
Learn how to put the pieces together in a coherent visual and strategic story - from idea to a fully developed campaign.
10) The campaign continued
Edit execution to its best. Get ready for your final presentation and finalize your portfolio piece.
11) Presentation and portfolio piece
Learn how to prepare a convincing pitch and win your audience. And how you can turn your project into a portfolio piece and explain your thinking to a potential employer.
12) Final presentation
Your best pitch. Get feedback from your peers, set a plan for further refinement of your work, and reach out to companies and people you want to impress.
Ravensbourne University London
6 Penrose Way
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