Master Arte Direction New Narratives Natnology, Maria Francas, Pablo Cobo, Naz Baydar

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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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.

Access and Admission Requirements: Degree official university degree or equivalent to Graphic Design, Audiovisual Communication, Advertising, Fine Arts, etc.

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.


  • Promoting 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.
  • Providing a competitive and innovative professional profile that integrates the latest criteria and trends in today’s communication market.
  • Promoting the transition between creative fields, a main value in a constantly changing market.
  • Providing students with the necessary methodology for the analysis, conceptualization and formal definition of an aesthetic strategy.
  • Encouraging the interrelation of creative media with the use of references, in order to apply them in visual and audiovisual projects.
  • Emphasizing the preponderant role of aesthetic strategy as a transformative, economic and social value.
  • Providing the tools to propel projects, under a personal brand, a profile and a defined unique style.
  • Training 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.
  • Mastering the competences and functions of the art director, able to create and direct projects in the field of visual messages.


Master in Art Direction and New Narratives programme

1 Disruption and creation: tools and methodology

Art direction as a conceptualizing discipline, creator of visual narratives and aesthetic strategy.

2 Metamodernisms

Analysis of the evolution of cinematographic language, studying the political, social, technological and contextual aspects of the industry up to the present day. You will connect with multiple beauty categories and we will learn to transform brand values into recognizable codes for our audiences. Collaboration with the Sitges Film Festival.

3 Narrative and gamification

New technologies generate virtual spaces for coexistence, where people can develop their identities beyond physical reality. New universal languages are emerging, which are great opportunities for art direction.

4 Creative content

This module will provide you with a scientific basis to develop a communication action with a pre-established purpose, understanding the interests and motivations of the public, their aesthetic values and communication codes. In the end, you will acquire the tools to plan and generate 360 campaigns, with a global and multi-channel perspective, taking into account digital trends, content and storytelling.

5 Firestarter

Production of a real event, in which you will work as a group towards a common goal, based on a creative strategy.

6 Mix media laboratory

You will experiment with different expressive formats and combine them in search of unexpected associations between the analog and digital worlds.

7 Analog visual poetry

Review of the basic principles of visual communication, from the multiple expressive resources that build a verbal message to the composition and elements of an image. After exploring the relationship between image and word, you will apply it in an editorial project.

8 The mirror: self-reflection and creative identity

You will discover, analyze and strengthen your creative talent, aesthetics and personal styles, to formulate proposals with personality and originality.

9 Fashion industry: mentality, sense and logic

You will condense all the knowledge acquired throughout the course to generate an art direction project related to the fashion industry.

If you want to know more about the Master in Art Direction and New Narratives download the brochure here or check the master’s website:

Do you want to know more about the Masters’ School?

Each academic year, students with very diverse professional and cultural profiles of more than 80 nationalities from all over the world attend their master’s or postgraduate training at Elisava. We want to promote connections and networks among students beyond the context of each master’s degree to promote the exchange of knowledge through very diverse projects: we organize interdisciplinary workshops and conferences; transdisciplinary projects with students from several master’s degrees; collaborations with companies, institutions and NGOs…

Interdisciplinary workshops Collaborations with companies, institutions and NGOs Elisava Masters’ Talks and lectures Elisava Alumni

Masters’ Scholarships

Do you want to study the Master in Art Direction and New Narratives at Elisava? In this section you will be able to check all the information on the annual call for scholarships, which recognize, reward and disseminate the talent and excellence of future master’s students.

Elisava Masters’ Scholarships