Art Direction in Advertising
The course will give an opportunity to meet the challenges you have, working as an Art director in an advertising agency. While seeking creative concepts that will best convey the advertising message, we will look into different subjects which have to do with the professional skills of the Art Designer in an advertising agency e.g. focusing of the advertising promise, optimal photography for conveying the message, typography, layout, use of media and more. The course will be a combination of subjects that will be taught through frontal presentations, and hands on workshops that will involve work in class and at home. In addition, there will be a final project with a real client. The assignments will focus on different ways to maximize the advertising message. The work during the course will resemble work in an advertising agency. The students will receive a brief and work with the teacher who will act as a creative director. Some of the work will be done in teams. The final project will involve tours and meetings with people who are connected to the subject. The mark will be an adjusted calculation of the marks of the small assignments, the mark on the final project and the active participation in class.