What are the functions of an art director?
In art direction, creating concepts that are translated into images is a vital task, and there are many ways to master it. In this project, the concepts have been generated in the least linear way possible: The 4D method. Through this process, students have come to visual conclusions that exist outside their normal mental range, while also incorporating other practical foundations for students to pursue (or derail) such as creative inquiry or coconut transport.
The workshop has been a starting point in which the foundations and methods have been laid that will be useful throughout the master’s degree, based on creative research and with disruption as a premise. The remix, creative process and expression have been deepened through an unusual language, in this case, floral.
An introduction to the creative tools and methodologies of art direction
“Concepts & Roses” has been an experimental work of the Master in Art Direction & New Narratives (MADNN) designed to introduce students to the creative tools and methodologies of art direction. In collaboration with Flowers by Bornay, one of Europe’s leading floral art studios, students have created 6 different conceptual flower arrangements.
Honoring the first edition of MADNN, this first master’s project has had the first times as its theme. Through this trigger, students must collect references in the Design Hub archive. Later, they followed the 4D disruptive method -a way of generating ideas created by Jordi Cano- to arrive at diverse concepts and expressive conclusions.
With the help of Fátima Valldeperas, floral designer from Bornay, each team has chosen a visual line and translated it into floral language. It took three days in Bornay’s studio to plan the bouquet, produce it with different flowers and materials, and finally create the art direction for the final shots. There have been 18 students and 4 teachers on the set, 6 photo sessions in 4 hours, and more than 50 flowers and plants turned into art direction projects.
The result is six extremely different and unique bouquets named after their concepts: Onirochandra, Veiled Agony, First breath, Cosmoconnexio, Sinsation & Natnology.
Professors of the project
Fátima Valldeperas
Lucía Colombo
Bernard Arce
Beatrice Fiumi
Alan Ramírez
Raquel Pallejà