Master in Art Direction and New Narratives

Master in Art Direction and New Narratives

A disruptive, experimental, exploratory and multidisciplinary vision of the Art Direction in order to identify, question and rephrase conventionalism in the world of design and creativity.

The Master in Art Direction is an approach to the world of art direction with a perspective defined by three principles: experience, experimentation and expression, while questioning and reinterpreting traditional creative methods to find unexpected and original concepts and aesthetics.

Art direction is a profession with wide-ranging and specific specialisations, which is why it plays an increasingly relevant role in the many different creative industries. Art Directors require a detailed understanding of the nature and expressive resources of multiple languages, namely: words, photography, video, the object and interaction. In this way, the Art Director does not simply interpret strategic proposals, but rather also deals with development, production, field work and creation. This is why the format for this workshop is one of a permanent workshop, where the projects are taken beyond creative and aesthetic considerations.

• Disruption and creation: tools and methodology
• Metamodernisms
• Storytelling and gamification
• Creative content
• Firestarter: promotion and staging
• Mix media lab
• Analogue visual poetry the mirror: self-reflection and creative identity
• Fashion industry: mindset, Sense & logic

Master in Art Direction and New Narratives. Awarded by UVic-UCC.

ECTS credits: 60

Goals

• To promote 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.
• To provide a competitive and innovative professional profile that integrates the latest criteria and trends in today's communication market.
• To promote the transition between creative fields, a main value in a constantly changing market.
• To provide students with the necessary methodology for the analysis, conceptualization and formal definition of an aesthetic strategy.
• To encourage the interrelation of creative media with the use of references, in order to apply them in visual and audiovisual projects.
• To emphasize the preponderant role of aesthetic strategy as a transformative, economic and social value.
• To provide the tools to propel projects, under a personal brand, a profile and a defined unique style.
• To train 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.
• To train professionals with the mastery of the competences and functions of the art director, able to create and direct projects in the field of visual messages.

Once the Program has beensuccessfully completed, you will be ready to work as a art director in the following professional environments:

• Audio-visual production companies (advertising, cinema and TV).
• Creative agencies.
• Design studios and companies.
• Multimedia communication companies.

In house” Art Director for companies and institutions.

The language of instruction for this program taught in both English and Spanish