Advertising enters the eye. Images, brands or posters are the first assault the consumer to get their attention and capture their interest, even before the message itself. And they are in the hands of the art director.
Bernbach said that advertising is not a science but an art. And you're going to be the director.
DESCRIPTION OF THE PROGRAM
The art director is as responsible for creativity as the copy. Therefore, in addition to learn creativity, learn aesthetic, graphic design, editorial design, illustration, world of print, photography, film, fashion, creative trends, new technologies ... and will elaborate a portfolio to show that you have learned.
The duration of the program is one academic year: three quarters, four hours a day Monday through Thursday, but surely, your training, your book and your future will require greater dedication of hours.
THE AGENDA OF THE PROGRAM
In the foundations of the art direction is graphic design. Line, shape, color, balance, rhythm, typography and calligraphy, image, brand ... they are the basis on which any communication action is constructed. Be prepared to work editorial design, signage, branding, corporate identity and packaging until you get to master them ... and enjoy them.
SOME CONTENTS: Design Elements - Phases of a graphic project - Branding - Link between image and text - Design Typographic - Packaging - Color Theory - Signs and stands - Design of large formats - Composition and layout of brochures - How to choose the best system print - Learning from the masters of graphic design - there is a lot written about tastes - ...
ART DIRECTION & MEDIA
The tasks of the art director when creating and producing a campaign both in audiovisual media and graphics or digital are so many, so complex and so varied that this matter promises to be a real marathon to sprint. Traditional media, direct marketing, digital media ... from the most spectacular spot the most discreet banner, intervention art director is fundamental.
SOME CONTENTS: The art director in the shoot - Learn to make a shooting board - Art for Apps - Special formats press - Arguing to defend your work - Buzoneo - Billboards outdoor media - A banner is not a small ad - Advertising POS - Decide on the casting - Adapting to different formats and media - promotions and direct mailings - ...
For if you have not clear yet, the main work of a creative is not: it is thinking. And to tell your ideas do not need a computer. The computer is just a tool, and a tool can not condition them. So, be prepared to climb a step on your creativity and desenchúfate. Draw, manipulate, cut and paste, copy, search, modeling, dirty ... are just some of the things you have to do to get it.
SOME CONTENTS: Pencil & Moleskine - Marking a story board - Basics illustration - Tips to make a sketch - real models - Packaging and dies - Make typography ... really - Collage - Create and manipulate textures - materials at your fingertips - secrets of the photocopier - ...
PHOTOGRAPHY, development and production
Tools and disciplines that must know and master the art director are growing day by day. You have to know how to use all kinds of programs, there is knowledge of photography, post-production, film, printing techniques, and ... And, increasingly, new technologies, platforms and even programming. Knowledge does not take place, but it will take care a long time.
SOME CONTENTS: Video and photo: art director to director of photography - Ruédalo yourself - Graphic production - Make and check original - Digital production: wireframe to final product - Production process of a spot: agency, producer and director - Mobile video - technological Projects and painting an art director in all this? -
WORKSHOP CAMPAIGNS AND DEVELOPMENT OF BOOK
Book, portfolio, reel, folder, reel, demo ... call it as you call it, it is the most important thing you have to do if you want to find work in an advertising agency. time to get to work with your partner in ideas, ads and campaigns has come. We expect real products and briefings, professional standards and, above all, many hours of work hand in hand with an art director.
SOME CONTENTS: The best format - Selection of parts - Integrated Campaigns - How to make complex ideas - Creating video-cases - common errors - explanatory Charts - The interview - Contacting - Media and recommended supports - The book of double - ...
CREATIVE WORKSHOP INNOVATION
Technology has changed our lives forever influencing the culture, the economy, relations or communication. And, of course, advertising. In this workshop you will understand and master the new media technologies and formats. You'll practically using technologies like Arduino, Virtual Reality, 3D printing or gaming campaigns. there are no barriers to new creativity. And you, hand in hand with your creative partner, have ahead many sessions to prove it.
SOME CONTENTS: Design Thinking and product innovation - Workshop Arduino and creative technologies - Experimenting with virtual reality - Campaigns mobile: generating useful and creative apps for brands - The virality and "snacking" content - 3D printing: shaping your ideas - Creating games that makes people want to produce and want to play- the transmedia campaigns - creative Facilities: guerrilla marketing effect "wow" - can the software be the idea of a campaign?
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