Master in Art Direction and New Narratives

A disruptive, experimental, exploratory and multidisciplinary vision of the Art Direction in order to identify, question and rephrase conventionalism in the world of design and creativity.

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A disruptive, experimental, exploratory and multidisciplinary vision of the Art Direction in order to identify, question and rephrase conventionalism in the world of design and creativity.

Degree

Master in Art Direction and New Narratives. Awarded by UVic-UCC.

Direction

Bernard Arce
Lucía Colombo 

ECTS credits

60

Course length

September to July

Price

Feb. ed. €11,000 
(+€450 registration fee)
Sep. ed. €11,500 
(+€500 registration fee)
Field trip fee not included
Financing and grants

Access and admission requirements

Degree official university degree or equivalent to Graphic Design, Audiovisual Communication, Advertising, Fine Arts, etc.
More information

Languages

The Master in Art Direction is an approach to the world of art direction with a perspective defined by three principles: experience, experimentation and expression, while questioning and reinterpreting traditional creative methods to find unexpected and original concepts and aesthetics.

Art direction is a profession with wide-ranging and specific specialisations, which is why it plays an increasingly relevant role in the many different creative industries. Art Directors require a detailed understanding of the nature and expressive resources of multiple languages, namely: words, photography, video, the object and interaction. In this way, the Art Director does not simply interpret strategic proposals, but rather also deals with development, production, field work and creation. This is why the format for this workshop is one of a permanent workshop, where the projects are taken beyond creative and aesthetic considerations.

Study a Master's Degree in Art Direction

If you want to study art direction and art direction courses in Barcelona, this programme has a strong focus on disruption and its basic premises include identifying, questioning and destroying conventionalisms in the world of design and creativity. For this reason, in this art direction course we focus on the extremes of the artistic spectrum, in terms of both analogue and handcraft and CGI and virtuality. The Master's Degree in Art Direction programme looks to explore specific genres and styles like horror, documentaries and eroticism. This Master in Art Direction understands innovation as an area that does not only belong to the digital revolution and seeks to strengthen its experimental character, combining formats and codes consciously and in unexpected ways, in the search for new outcomes.

At the contextual level, the programme focuses on a metamodernist space and time, in which processes and narrative and deconstructive discourses coexist in a way that leads to remix and intertextuality. Under the premise of exploring alternative categories of beauty, this Master in Art Direction will look at oriental and Nordic aesthetics.

Under the premise of enabling the Art Director to approach production, we will work on the research and development of independent projects, which help participants to define and strengthen their aesthetics and personal brands. The Master in Art Direction will also focus on working in groups, with projects developed as a team, in which the group must work together, its members complementing one another’s skills, in order to achieve their goals.

The final project of this Master in Art Direction will enter the world of fashion and film, in which films will be developed that are capable of challenging and exploring the basics of this category and offering a fresh, authentic and ground-breaking vision.


Get your academic training through a Master's Degree in Art Direction

Thinking creatively, having a great capacity for analysis or easily grasping the details that surround us are necessary skills for any professional who wishes to specialize in art direction. These qualities, added to the specialization of our master's program, will make our students future art directors. In addition, our master's degree in art direction gives students the ability to conceptualize and direct aesthetic strategy.

If you have these skills or want to develop your skills in the field of design and communication, we invite you to discover our master's degree in art direction in Barcelona.

Study art direction in Barcelona

Studying art direction is an option for the future at a time like the present. The growing demand for professionals with a broad vision of the world of design and communication makes evident the vitality of the sector and the need to adopt a strategic vision.

There are many places to study art direction, but no scenario can offer the facilities and experiences of a cosmopolitan city, open and adapted to change as Barcelona.

If you are thinking about studying abroad, you can study a Master in Art Direction in Europe. Barcelona is a city with an open spirit that offers its inhabitants a great quality of life. Its excellent educational and recreational offer; your safety, the efficiency of your transportation and health services; and an attractive climate that invites you to enjoy the life of the city has made it one of the most requested European cities. For these and many other reasons, if you want to study a Master in Art Direction in Spain, Barcelona is the best option for you.

For all these reasons, studying art direction in Barcelona is a clear choice. Our city is today an important center of cultural activity, in which the sector is experiencing one of its best moments.

Description of the master 

This program approaches the wide realm of art direction with a perspective defined by three principles: experience, experimentation and expression. While questioning and reinterpreting traditional creative methods, we search for unexpected and original concepts and executions.

Art direction is a holistic practice, relevant in different creative fields with wide-ranging specializations. Therefore, being an art director requires a detailed understanding of the nature and expressive resources of multiple languages: graphic design, photography, video, objects and interaction. To comprehend all of them, an art director should not simply interpret strategic proposals, but also deal with development, production, field work and creation. In consequence, this master’s format is a permanent workshop, where the projects are taken beyond conceptual and aesthetic considerations.

The master also focuses on new narratives, as telling stories is a universal and essential skill we humans possess, an ability that can be enhanced by new media, design and art. We seek to use and subvert these principles while mixing them in the traditional art of narrating stories.

At the same time, this program has a strong focus on disruption and its basic premises include identifying, questioning and destroying conventionalisms in the world of design and creativity. For this reason, we focus on the extremes of the artistic spectrum, from analogue and handcraft to CGI and virtuality. Also, the master looks to explore “fantastique” genres and alternative styles.

All in all, this master understands innovation as an area that does not only belong to the digital revolution but also to the visual realm. We seek to strengthen the experimental character of art direction, consciously combining formats and codes in unexpected ways, in the search for outstanding aesthetic narratives.

  • To promote a disruptive view that allows for an out-of-the-ordinary approach to creation: the main value a creative can have in the current context. 
  • To provide a competitive and innovative professional profile that integrates the latest criteria and trends in today's communication market. 
  • To promote the transition between creative fields, a main value in a constantly changing market. 
  • To provide students with the necessary methodology for the analysis, conceptualization and formal definition of an aesthetic strategy. 
  • To encourage the interrelation of creative media with the use of references, in order to apply them in visual and audiovisual projects. 
  • To emphasize the preponderant role of aesthetic strategy as a transformative, economic and social value. 
  • To provide the tools to propel projects, under a personal brand, a profile and a defined unique style. 
  • To train creative professionals with a strategic vision in the context of communication and art direction, so that they elaborate real and efficient solutions to the problems posed in the context of the current market. 
  • To train professionals with the mastery of the competences and functions of the art director, able to create and direct projects in the field of visual messages. 
  • Plan a comprehensive project of strategic multichannel communication, from diagnosis to final presentation.
  • Analyse the environment, based on communicative needs, and establish the key elements, interest groups and processes that intervene directly and indirectly when defining a value proposition and creative concept.
  • Learn to understand, assimilate and use the diversity of languages, media and channels in order to articulate comprehensive aesthetic strategies capable of connecting clients with their users.
  • Generate new possible worlds using disruptive project methods. Manage the creative process implicit in any art direction project, through the different analytical-generative stages it comprises.
  • Incorporate the role of Art Director into a professional context.
  • Understand the mechanisms of aesthetic expression and its capacity to transmit ideas and feelings.
  • Understand the neurological mechanisms inherent in creative processes to apply them to generative processes.
  • Channel creativity and transform it into a differential, economic and market value.
  • Master the techniques of creativity and aesthetic strategy.

We teach another master's degree in art direction in Spanish, the Máster en Diseño y Dirección de Arte, aimed at people who want to become art directors capable of defining the aesthetic strategy of the projects and unifying corporate messages in a creative, sensitive and direct way. Click here to know all the details about this master: