Course

Unit I

Introduction to Art Direction

Overview of the role and responsibilities of an art director- Understanding the creative- process in advertising- Introduction to design principles and visual communication- Activities: Analyzing advertising campaigns, creating mood boards

Unit II

Concept Development and Visual Strategy

Brainstorming techniques for generating advertising concepts- Developing visual strategies and brand positioning- Creating concept boards and style guides

Activities: Concept development exercises, creating visual mood boards.

Unit III

Visual Storytelling and Layout Design

Principles of visual storytelling in advertising- Creating storyboards and narrative sequences Layout design techniques for print and digital media.

Activities: Storyboarding exercises, designing print advertisements.

Unit IV

Collaboration and Execution

Collaboration with copywriters, designers, and photographers- Managing creative projects and timelines. – Presenting and pitching art direction concepts to clients

Activities: Team projects, client brief simulations, pitch presentations

Unit V

Critique and Refinement

Critically evaluating and refining art direction concepts- Incorporating feedback from clients and stakeholders- Iterative design process and finalizing advertising campaigns

Activities: Peer critiques, client feedback sessions, final project presentations

Objective:

This practical undergraduate course provides students with the skills and knowledge necessary to excel in the field of art direction within advertising. Through a combination of lectures, workshops, and hands-on projects, students will learn the principles and techniques of effective art direction, including conceptualization, visual storytelling, and collaboration with creative teams. Emphasis will be placed on developing a strong conceptual foundation, creative problem-solving skills, and proficiency in industry- standard design software.

Course Outcome (CO):

CO1– Understand the role and responsibilities of an art director in the advertising industry.

CO2- Develop creative concepts and visual strategies for advertising campaigns.

CO3- Utilize design principles and visual elements to effectively communicate brand messages.

CO4- Collaborate with copywriters, designers, and other team members to execute advertising concepts.

CO5- Demonstrate proficiency in using design software to create and present visual concepts.

CO6- Critically evaluate and refine art direction concepts based on feedback and client objectives.

CO-PO Mapping:

Suggested References:

1. “Art Direction Explained, At Last!” by Steven Heller and Veronique Vienne
2. “Art Direction for the Web: A Practical Guide to Conceptual Design” by Andy Clarke
3. “Advertising Concept Book: Think Now, Design Later” by Pete Barry
4. “The Advertising Concept Book: Think Now, Design Later” by Pete Barry
5. “Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century” by Jim Aitchison