Art Direction
This course introduces students to the role and practice of art direction in advertising and visual communication. It focuses on developing visual concepts, defining brand tone, guiding creative execution, and maintaining visual consistency across multiple media. Students learn how art directors translate ideas into strong visual narratives through layout, imagery, typography, and style.
- Develop strong visual concepts based on creative briefs.
- Define and apply a consistent visual direction across multiple design outputs.
- Make informed decisions about imagery, typography, color, and layout.
- Direct creative executions to align with brand personality and communication goals.
- Critically evaluate visual work for clarity, impact, and consistency.
The whole semester.
- 01Introduction to Art Direction
- 02Role of the Art Director in Creative Teams
- 03Understanding Creative Briefs
- 04Visual Concept Development
- 05Brand Personality and Tone
- 06Visual Storytelling Principles
- 07Imagery Selection and Direction
- 08 · MidtermTypography as a Visual Voice
- 09Color, Mood, and Atmosphere
- 10Layout and Composition Decisions
- 11Creating Moodboards and Visual References
- 12Directing Design for Print Media
- 13Directing Design for Digital Media
- 14Consistency Across Campaigns
- 15Critique and Refinement Process
- 16Final Project Development
Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.
Plan and direct a themed photoshoot (product or portrait-based) and build a visual identity around the images.
Deliverables
shot list + storyboard (6–8 frames)
styling plan (wardrobe/props/background, lighting references)
final photo set (8–12 edited images)
Explanation of creative choices
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| Advanced Media Concepts-1 | This course develops advanced creative thinking skills for digital and print advertising. Students learn how to generate strong conceptual ideas, translate insights into visual communication, and develop cohesive brand messaging across multiple executions. |
| Advanced Media Concepts-2 | This course focuses on creating impactful video ads by applying creativity, storytelling, and strategic thinking. |
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