STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodologies of visual communication

DISCIPLINARY FIELD
Project methodologies of visual communication

CREDITS
12

APPROACH
Theoretical/project based

By going in-depth on the theoretical and methodological competences for this programme, the course prepares the students for an independent and professional management of the whole creative process, with a focus on research and innovation - strategic, innovative and technical. This course is the foundation for the thesis development. Therefore, besides providing organizational and team management skills, it also covers the following areas in each specialisation:

• research and methodological study aimed at replacing the classic approach to the brief execution with an original approach based on experimental, independently managed solutions;

• immersion into the production techniques that support creativity and the expression of personal styles linked to creative direction and integrated New Media, adjusted to different communication devices.

The programme grants 12 credits, divided as follows:

• CREATIVE DIRECTION: 6 CFA

• NEW INTEGRATED MEDIA: 6 CFA

Successful students will be able to:

• Design a full-scale campaign with attention to the creative and applicative aspects

• Practice the ability to coordinate different roles involved in production, also integrating their languages and expressive potential

• Use techniques and media consistently with the target and engagement goals

• Create a campaign optimised for several media

The aim of this course is to train creative directors to advertise in a multimedia environment. They will acquire the ability to organise the creative process, confronting the various roles and expressive means linked to online and offline communication, combining analytical and design skills on innovative formats to a strong emotional impact.

CREATIVE DIRECTION:

• Analysis and understanding of marketing mix and multimedia adv logics

• Creative strategies and intramedia writing (for spots, series, virals, events)

• Visualization techniques for the synergic composition of the campaign on different media (in consideration of the related peculiarities and efficacy)

• Design of complex and innovative campaigns, using intramedia writing techniques and their related visualization techniques

MULTIMEDIA GRAPHICS:

• Presentation of the authorial scenario associated to the integration of different media

• Participation to the creation of a full-scale campaign, developed in all its phases (shooting, editing, etc.) and optimised for at least three media

• Creation of a strong-impact, emotional operational plan with the (content and visual) experimentation of intramedia techniques

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

• Oral exam

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

The final grade will result from the weighted average of the programme modules.

• Dubridge, P., (2017) Shooting Better Movies. The student filmaker’s guide.

• Gotham Writers Workshop (2003) Writing Fiction: The Practical Guide from New York’s Acclaimed Creative Writing School, Bloomsbury Pub. Plc USA.

• King, S. (2000) On Writing: A Memoir of the Craft, Charles Scribner’s Sons.

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.