Program overview
6 months
Graduate diploma / certificate
Scholarships available

Start dates
February 2024

February 2025

February 2026

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.

Does this course require proof of English proficiency?

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Program 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 Fee:€55,500


Postgraduate Degree in Art Direction. Own title UVic-UCC.

ECTS credits: 30


  • 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...

Read more about this school

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

La Rambla 30-32
08002 Barcelona Catalonia

Phone no: +3493 317 47 15

Message the school

Want to know more about Postgraduate in Art Direction? Fill out the following form and we'll pass your details on to a representative from the school, who will respond to your enquiry.


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