STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABTEC40

DISCIPLINARY AREA
Multimedia design

DISCIPLINARY FIELD
Multimedia languages

CREDITS
4

APPROACH
Theoretical/project based

With the integration of knowledge, technical skills and search for a personal style, this course analyses, at the same time, historical aspects as well as technical-methodological implications concerning the photographic project applied to promotional and institutional communication.

The programme consists of one single module, which grants 6 credits.

Successful students will be able to:

• Analyse photographic projects, identify their historical context as well as their relation to other disciplines and languages (advertising, publishing, narration)

• Professionally manage photographic shooting techniques, consistently with the brief

• Development of photographic projects and self-sufficient use of consistent and personal languages (from the layout phase to production and post-production)

Introduction to the evolution of the photographic language, through the analysis of historical and contemporary ad campaigns with a focus on the following aspects:

• Different professional specialisations (still life, fashion, food, portrait, etc.)

• Change of technique (from analogic to digital)

• Evolution of style (socio-cultural and technological changes, and their implications on the communication of aesthetics)

• Basic elements of design methodology through the development of photographic campaigns for advertising and publishing, in all their phases:

• Preparation (casting, location, art buying, etc.)

• Set-up (choice of lights, camera, backgrounds)

• Photo shooting (make-up, styling)

• Editing (choice of images, presentation to the client)

• Post-production (photo retouching, filters, etc.)

This is a theoretical/project based course.

Students will take part in the following activities, which may vary depending on the development of different projects:

• Classroom lectures

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Workshops

• Individual or group projects

• Individual or group study and research

Assessment tools may include:

• Mid-term exams: the final grade consists in the weighted average of the grades awarded to projects developed throughout the course, of increasing difficulty, plus questions - on the day of the exam - aimed at testing theoretical and analytical skills

Further details about the exams will be provided by the professors.

• Angier, R. (2015) Train Your Gaze: A Practical and Theoretical Introduction to Portrait Photography, Bloomsbury.

• Ingledew, J. (2005) The Creative Photographer: A Complete Guide to Photography, Abrams Studio.

Many of the recommended sources, together with additional material, are also available online on MyNaba, in the Library section.

Books and resources might be requested or suggested by the professors.