postgrau-direccio-art-01 Éter, Lidia Aso, Daniela Choroco, Juliana Vargas, Martina Orska

Postgraduate in Art Direction

Conceptualize, define and direct the aesthetic strategy for visual communication projects. In the Postgraduate in Art Direction you’ll gain a global perspective to help you develop value propositions for creative processes.

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Presentation

The goal of an art director is to develop a global vision of visual communication to create and direct comprehensive projects for companies or institutions. In the Postgraduate in Art Direction you’ll learn to do research, conceptualize messages, create a universe of visual references, and direct specialists in graphic design, photography, illustration, architecture or production, among other fields, to control the aesthetic unity of the projects.

You’ll explore new concepts in art direction hand in hand with practicing professionals. Relying on real practical examples, prominent figures from different sectors will explain their working processes and relationships with other professionals in the creative field.

You’ll master the analysis of the environment and communication needs to define value propositions and take decisions within creative processes. In addition, you’ll learn the basics of communication and become familiar with various languages, supports and channels to serve you in developing communication strategies.

The profile for students of the Postgraduate in Art Direction includes people from the professional creative world with a strategic vision and perspective on communication and design who want to explore new disruptive methods and understand the full range of languages, media and communication channels.

Access and Admission Requirements: An official undergraduate university degree or equivalent in Graphic Design, Audiovisual Communication, Fine Arts, or similar. Professional profiles in the areas of photography, art, fashion and illustration.

postgrau-direccio-art-01 Chocolates Workshop in Antoni Miralda’s studio
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Objectives

  • Acquiring the skills and tools to design and direct global and multi-channel actions.
  • Developing a strategic aesthetic vision to respond to the problems presented during the course.
  • Understanding the importance of strategic communication as a factor in analysis, differentiation and positioning for any organization.
  • Completing practical exercises in real contexts, reflecting on the changes taking place in new media (Paid, Owned, Earned).
  • Analysing the needs and determining the key elements, interest groups and processes that are involved in defining a value proposition.
  • Promoting immersion in audio-visual culture, fostering multi-disciplinarity and the interrelation of languages and creative platforms (music, theatre, film, photography, audio-visual resources, performance, etc.).
  • Setting up different lines of work to analyse and control the efficiency of a persuasive audio-visual message.
  • Understanding the different audio-visual registers and learning how to apply them in creative projects.

Postgraduate in Art Direction programme

1 Theoretical framework: Art direction, society and context

Fundamentals of art direction and the different theories of the discipline, typologies, functions, resources, spheres of action and professional contexts.

1.1 Aesthetics and the market
1.2 Origins of the ‘cool’ aesthetic
1.3 Art direction in film and advertising
1.4 Graphic direction
1.5 The multichannel art director
1.6 Exhibition of the creative process
1.7 The photographer and the art director
1.8 Art direction and film

 2 Languages, imaginaries and aesthetic categories

Visual culture and the world of creation through its different languages and forms of expression. Tools for analysing still and sequential images, precedents and references as inspiration for generating ideas.

2.1 Analysis of still and moving images
2.2 Attributes. Imaginaries and market trends
2.3 Aesthetic categories from the 20th and 21st centuries
2.4 Expression. Tone, genre, style, and colour
2.5 Fonts and images
2.6 The language of light. Photography and video
2.7 Images from the 20th and 21st centuries
2.8 Histories of the scene
2.9 Narrative structure (the narrative brain, narrative structure, sequential narrative)

 3 Methods for generating possible new worlds

Examining the idea of the art director as a conceptualizer, a creator of visual universes and a captain in charge of the aesthetic strategy.

3.1 DDDD method (Discover / Define / Develop / Direct)

 4 A project is a journey

In the Postgraduate Final Project, we apply and experiment with all the theoretical concepts presented in the previous modules.

 5 Final project exercise

First exercise to consolidate the bases of the final project of the Postgraduate in Art Direction.

 6 Presentation workshop

Workshop to present the final project of the Postgraduate in Art Direction.

 7 Projects

7.1 Film credits
7.2 Dress up a perfume
7.3 World tour

If you want to know more about the Postgraduate in Art Direction download the brochure here:
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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 Postgraduate in Art Direction 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