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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Advertising & Campaign Design

This studio-intensive course focuses on the visual execution of integrated advertising campaigns. While strategy is discussed, the primary focus is on Art Direction—how to visually translate a “Big Idea” across multiple media channels. Students will learn to craft cohesive visual narratives for print, billboards, social media, and experiential activations that cut through the noise.

§ 01 By the end you can
  1. Translate creative briefs into compelling Art Direction concepts
  2. Maintain visual consistency across diverse media formats (360° Campaign)
  3. Master the interplay between typography, photography, and headline
  4. Design for Out-of-Home (OOH) scale and digital micro-moments
  5. Prepare professional pitch decks and mockups for client presentation
§ 02 Sixteen sessions

The whole semester.

  1. 01The Role of the Art Director vs. Copywriter
  2. 02Deconstructing Award-Winning Campaigns
  3. 03Visual Metaphors & " The Twist"
  4. 04Typography in Advertising: Voice & Tone
  5. 05Art Directing Photography: Moodboards
  6. 06Designing for Print: Magazine & Newspaper
  7. 07Designing for Scale: Billboards & OOH
  8. 08 · MidtermMidterm Examination
  9. 09Digital Campaign Design: Social & Banners
  10. 10Storyboarding for TV & Video Spots
  11. 11Experiential & Guerrilla Design
  12. 12Integrated Branding: The Pop-Up Store
  13. 13Cause Marketing & PSA Campaigns
  14. 14The Pitch Deck: Selling Your Idea
  15. 15Portfolio Building: Case Study Creation
  16. 16Final Project: 360° Brand Campaign

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: 360° Brand Campaign

How it’s judged

Recommended reading
  1. The Advertising Concept Book by Pete Barry
  2. Art Direction Explained, At Last! by Steven Heller and Veronique Vienne
  3. Hegarty on Creativity: There Are No Rules by John Hegarty
  4. Communication Design: Insights from the Creative Industries by Jorge Frascara
  5. D&AD: The Copy Book (Taschen)
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