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

Master in Art Direction and New Narratives

An explorative, experimental, and cross-disciplinary vision of art direction, that propels aesthetic expression with the power of narrative and disruption.

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The MA in Art Direction & New Narratives reimagines visual communication studies as an ongoing workshop grounded in three key principles: experience, experimentation, and expression, aiming to uncover unique and groundbreaking concepts and aesthetics.

The master adopts a comprehensive perspective on art direction, engaging students actively across various expressive mediums and their language such as photography, mix media animation, video, editorial design and generative A.I.

The programme encourages the generation of fresh narratives through creative exploration, from initial research to the final product. With an emphasis in concept development, the course blends disciplines, navigating between digital and analog realms, and fusing realities with virtual worlds to craft relevant visual stories.

In the master, the role of the art director extends beyond interpreting aesthetic visions; they are also collaborators, creators, and producers, driving projects from conceptual ideas to its creative realization.

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

At Elisava you can take master and postgraduate courses of different degrees of specialisation that combine theoretical knowledge, reflection, experimentation, and practical projects. Find the design master you are looking for.

Study a master’s degree in art direction

If you want to study art direction courses in Barcelona, the Master in Art Direction and New Narratives will provide you an interdisciplinary journey through communication, art, technology, design and society. You will learn creativity and aesthetics as guiding principles to enrich the practice of art direction.

The programme teaches how to craft impactful images and experiences to convey emotions effectively, while bridging timeless narrative elements with contemporary trends and technology.

The master starts with creative theory, methodology and inspiration, which are then tested, critiqued, and redefined throughout the programme. Every tool and theory will be applied in workshops designed to equip you with the necessary skills and mindset to create memorable visual narratives across various languages and creative industries.


  • 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.


MA 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 MA 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