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Art direction 2

  • Class 15
  • Practice 15
  • Independent work 60
Total 90

Course title

Art direction 2

Lecture type


Course code






Lecturers and associates

Course overview

The objective of this module is to:
• provide students with specialized methodology and skills that can be applied within the professional work of design process management
• enable the learning of design and methods of realization of the selected conceptual solution

This module enables the expansion and synthesizing of knowledge in the fields of advertising and marketing concepts, by applying the skills taught in related modules of Photography, Illustration, Typography, and Psychology of market communications and provides special emphasis on styles and tools related to the practice of visual design of marketing communications, selection of media channels, realization, and production.

Educational units include specific knowledge and methods that will provide students with independence in designing visual projects and mastering the harmony of content and form at an advanced level. Through the practical project tasks, the process of designing a real project is simulated, and all steps, techniques, and methods of realization of the selected conceptual solution are learned, from mood board and layout to the final designed solution. Students will gain confidence in explaining the solution of each stage, practicing presentation skills, and perfecting the preparation of the final presentation. The module includes content related to recent and relevant events in the art direction scene.


Required reading:
1. Mahon, N. (2017) Basics Advertising 02 - Art Direction, London, Bloomsbury Visual Arts

Recommended reading:
1. Arens, W.F. (2020) Contemporary Advertising. 16th edn, New York, McGraw-Hill Education
2. Leonard, N. and Ambrose, G. (2021) Basics Graphic Design 08 - Design Research, London, Bloomsbury Visual Arts

Further reading:
1. Berger, W. (2004) Advertising Today, New York, Phaidon Press
2. Heller, S. and Vienne, V. (2005) The Education of an Art Director, New York, Allworth Press
3. Heller, S. and Vienne, V. (2009) Art Direction Explained at Last!, London, Laurence King Publishers

Download student guide

Minimal learning outcomes

  • Identify and apply the basic expressive possibilities of photography, illustration, and typography in art direction.
  • Explain the role and basic advantages of certain styles and techniques in art direction.
  • Apply the principles of combining individual media channels into an integrated campaign.
  • Apply the basic principles of designing the final presentation of an integrated campaign.
  • Explain the basic stages of production and the role of art director in the process.

Preferred learning outcomes

  • Master the innovative application and development of photography, illustration, and typography in art direction.
  • Analyse the application of the most relevant styles and techniques according to a given brand and a communication message.
  • Strategically assess the advantages of individual media channels for the purpose of planning and implementing visually consistent integrated communication.
  • Master the advanced methods of developing the campaign final presentation into a consistent integrated communication.
  • Analyse individual stages of production of different media formats and briefing key collaborators in the process.
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