Postgraduate in Art Direction
ELISAVA Barcelona School of Design and Engineering
About this program
Postgraduate in Art Direction
Define the aesthetic strategy of a project directing the visual and graphic conception and acquiring the skills of an art director.
In the Postgraduate Degree in Art Direction you will learn the complex task of the art director to visually and graphically conceptualize the messages in a context such as the current one.
In the very near future every company will require an art director, responsible for the aesthetic strategy, who unifies the corporate messages and who helps the company to connect with its customer in the most sensitive and direct way.
The Art Director conceptualizes and directs. It is the creative director in charge of the visual and graphic messages conception. It is the one who mainly takes responsibility for defining the aesthetic strategy. Investigates and elaborates the specific universe of visual referents to propose and lead specialists, graphic designers, photographers, illustrators, architects, directors... to control the aesthetic unity of the project.
The main goal fo the Postgraduate Diploma in Art Direction is to train professionals capable of having a strategic and global view of communication, with a command of the art director’s competences and functions, to create and manage projects in the field of visual messages.
Admission requirements
Official university degree or equivalent to Graphic Design, Audiovisual Communication, Fine Arts, etc. Professional profiles related to photography, art, fashion and illustration.
For more information about admission requirements, please visit the institute website.
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Learn moreProgram content
Theoretical framework. Art Direction, society and context
- Aesthetic and market
- The origin of the cool aesthetic
- The art director in cinema and advertising
- Graphic Direction
- The multi channel art director
- Exhibition of the creative process
- The photographer and the art director
- Art and cinema direction
Languages, imageries and aesthetic categories
- Analysis of the still and movement image
- Attributes. Imaginaries and market trends
- Aesthetic categories of the 20th and 21st Centuries
- Expression. Genre, style, tone and colour.
- Typography and image.
- The lightning language. Photography and video.
- Images of the 20th and 21st Centuries
- Scene stories
- Narrative structure
- The narrative brain
- Narrative structure
- Sequential structure
Method for generating new possible worlds
- DDDD method. Discover/Define/Develop/Direct
- Context: background, referents, trends, field study, image, word, narrative and expression.
- COCOTRANS (copy, combine, transform)
- Wall Concept and Concept Board
- Describe/Direct
- SVU (Synthetic Visual Universe)
- Production and properties
Scholarships & funding
Several scholarship options are available. Please check the school website for more information.
Tuition
Tuition Fee:€55,500
Qualification
Postgraduate Degree in Art Direction. Own title UVic-UCC.
ECTS credits: 30
Objectives
- Train new professionals with a vision and strategic thinking towards communication and design, to achieve real and efficient solutions to the problems raised.
- Highlight the central role of strategic communication as a factor of analysis, differentiation and positioning, both for organizations in the private sector and for those in the public sector.
- Stimulate the skills of the students and provide them with tools so that they can design a global and multi-channel strategic action.
- Execute practical exercises in real contexts, reflecting on the changes and trends that the new media (Paid, Owned, Earned) are incorporating in terms of communication and design.
- Train professionals at a theoretical and practical level within the creation and direction of projects in the visual field, with the aim that they master the skills and functions of the art director.
- Promote immersion in audiovisual culture, promoting multidisciplinarity and the interrelation of languages and creative platforms (music, theater, cinema, photography, audiovisual resources, performance, etc.)
- Establish different lines of theoretical and practical work for the analysis and control of the efficiency of the audiovisual persuasive message.
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About this institute
ELISAVA Barcelona School of Design and Engineering
ELISAVA, Barcelona School of Design and Engineering, promotes education, knowledge and research in the fields of design, engineering and communication. With more than 50 years of experience, it has trained more than 17,000 students and it has established itself as...
Why study at ELISAVA Barcelona School of Design and Engineering
If you want to study engineering or design, this is your home.
Of course, you're not just going to study here... you're going to discover theories and tendencies, you're going to question pre-established ideas, you're going to experience new ways and build alternatives. We will give you the best tools to achieve it; your creative energy sets the pace.
You are our present and the future. We want to empower your abilities, lead you and connect you with the professional environment to enable your dreams so that they come true. We believe in a better world and we believe we can transform it. We're ready.
Contact info
ELISAVA Barcelona School of Design and Engineering
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