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LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE

ART DIRECTION

DATES: 4th JUNE - 18th JULY 2024
DURATION: TUESDAYS & THURSDAYS6:30PM BST
FRED CORAZZA
McCann Worldgroup UK & Europe
FRED CORAZZA
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE ON ART DIRECTION
DATES:
4TH JUNE 2024 - 18TH JULY 2024
DURATION:
TUESDAYS & THURSDAYS
6:30PM BST

Art Directors develop, enable and shape ideas. Expand your toolbox, techniques and professional connections to get ahead in an Art Director role. Create a professional portfolio and learn how to effectively communicate with clients and stakeholders.

Join Fred Corazza, Senior Art Director at McCann Worldgroup UK & Europe for this innovative course designed to deliver a comprehensive understanding of the art director’s role - now, and into the future.

WHO THIS COURSE IS FOR

  • YOU ARE A JUNIOR CREATIVE

     

    Be confident from day 1 and fulfil your potential to succeed, sooner. Junior creatives don’t need to stay junior so get ready to work hard, learn creatively and pave the way for your ascent to an Art Director role.

  • YOU ARE A MID LEVEL CREATIVE

     

    Take the next step in your career. Ready to upskill to an Art Director role? Get the knowledge and tools you need to make the leap - and apply the creative mindset you’ve cultivated in your roles so far.

  • YOU JUST BECAME AN ART DIRECTOR

     

    You made it - yet there’s always more to learn! Becoming an Art Director is a pivotal moment in any career. Get the guidance you need from an expert who has worked at six global agencies and will help you network and excel in your new role.

YOUR ASCENT STARTS HERE

Transform Ideas & Create with Clarity

Navigate the production process, hone pitching and presentation skills, build a compelling professional portfolio and explore the evolving future of art direction.

Let an industry expert be your mentor - live & online

With international experience in some of the top global agencies, Fred Corazza will lead you through live sessions, providing insights and feedback - as well as introductions to legendary art directors and professional connections.

 
ABOUT THE COURSE
01
COURSE PROJECT

Revamp your portfolio to demonstrate an in depth understanding of portfolio tailoring and presentation for maximum impact. Create a professional grade portfolio to set you apart. Next up? Craft your Curriculum Vitae complete with skills inventory and project highlights.

02
TASK BASED LEARNING

Explore every element of the creative process on both a personal and professional level. Analyse and deconstruct your favourite adverts, create moodboards to showcase your artistic direction and take part in a networking challenge designed to test the way you think. 

03
HARD & SOFT SKILLS

Take part in 2 specially designed workshops that will provide you with hard and soft skills to take with you to the workplace. Learn the most effective ways to give constructive feedback to peers, and take part in a group discussion where you’ll analyse your favourite ad campaign. 

INSTRUCTOR

Fred Corazza

LINKEDIN PROFILE
  • Senior Art Director at McCann Worldgroup UK & Europe
  • Holds over 12 years experience working in the Australian, Brazilian and UK markets
  • Responsible for a diverse portfolio including Jeep, VW, Fiat, Coca-Cola, Pepsi, McDonalds, KFC and several government clients
  • Maintains a successful track record for major pitches including Motorola, Transport NSW, Fiat, Acer, and Hamad International Airport
  • Has previously worked at Ogilvy, VML, AlmapBBDO & Leo Burnett
  • Has won multiple awards including Webby 2023 Winner, Ad Stars Finalist, Caples Silver & Bronze, and shortlisted for Young Lions Brazil Program
SYLLABUS
00
MONDAY 3rd June, 6:30 PM BST
Welcome Lesson

Get to know your Instructor Fred Corazza. With over a decade’s experience working in the Australian, Brazilian, and UK markets, he will introduce you to his expertise and what you can expect to learn during the course

 

  • Overview of the course curriculum & outcomes
  • Course expectations and assignments 
  • Q&A
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01
TUESDAY 4th June, 6:30 PM BST
Introduction to Being an Art Director

Ready to dive in? Get familiar with what exactly an art director does, what skills they require and the core tasks involved. Start to discuss the tools needed including Adobe Photoshop, Illustrator and Figma, as well as beginning an exploration into the creative process in art direction. 

 

  • Mastering the tools you need
  • The relationship between art direction and other creative disciplines
  • Conceptual art director vs. hands-on art director

 

Assignment 1: 

Self-reflect on your current skill levels in various aspects of art direction. Identify personal strengths and areas for further improvement.

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02
THURSDAY 6th June, 6:30 PM BST
Concept Ideation & Development

What really happens in the creative process? This lesson focusses on the different stages - from inspiration and ideation to implementation. You’ll be shown techniques for generating ideas and will start to learn how to refine your ideas through critical analysis and prototyping.

 

  • Techniques for generating & refining ideas
  • How to know and research your audience
  • What makes a good art director
  • Workshop 1: Analysing a Campaign

Assignment 2: 

Deconstruct a creative brief and develop innovative ideas and concepts that align with the brief's requirements.

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03
TUESDAY 18th June, 6:30 PM BST
The Foundations of Art Direction Part I

Want to gain access to the type of art direction insight and skills that aren’t generally taught anywhere? Find out about the overlooked elements of what makes a layout into a great layout, and learn how to break rules in order to create innovative pieces of work. 

 

  • Layout composition
  • Hierarchy of information
  • Typography, art styles & colour theory

 

Assignment 3: 

Create a mood board that reflects a specific theme, style or concept, drawing inspiration from various sources to shape your own unique artistic direction.

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04
THURSDAY 20th June, 6:30 PM BST
Art Direction in Advertising (The Foundations of Art Direction Part II)

Hone your skills and elevate your art direction to the next level. Learn from the best as Fred leads you through an introduction to some of the most legendary art directors in the world. Understand the power of mood boards and learn to create, recreate and recreate again!

 

  • Purposeful art direction
  • The power of mood boards
  • Learn from the best
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05
TUESDAY 25th June, 6:30 PM BST
Advertising & Ad Campaigns

Tailor every one of your future campaigns to specific audiences. Get to grips with a deeper understanding of target audiences and the importance of consumer psychology. Analyse successful ad campaigns and gain a new perspective on watching ads with a critical lens.

 

  • The importance of art direction in a campaign
  • Ad campaigns and target audiences
  • What is a key visual? What is an insight?
  • Metrics and evaluation of ad campaigns


Assignment 4: Develop proactive advertising ideas and create a Cannes Board to showcase your concepts in a visually compelling and persuasive manner.

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06
THURSDAY 27th June, 6:30 PM BST
Proactive Ideas & Awards

Want to know about the world of advertising awards and why they’re so important? Develop an appetite for innovative campaigns and start to realise the limitless possibilities of advertising.

 

  • How to present proactive ideas
  • Finding the right client for the right idea & vice versa
  • Creating a case study

 

Assignment 5: 

Get creative and showcase your design skills by creating a visually engaging poster based on a theme you are passionate about, using a reference style that resonates with you.

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07
TUESDAY 2nd July, 6:30 PM BST
The Production

Take a look at where the best places are to start your hunt for references, and learn how much some of the greatest campaigns cost to make. Gain a deeper understanding of the production process required to bring an ad campaign to life. Just a few more key topics that you probably won’t learn about anywhere other than right here!

 

  • Building your references
  • Idea ambition vs. budget
  • Picking the right production company
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08
THURSDAY 4th July, 6:30 PM BST
Managing, Utilising & Incorporating Feedback

Criticism is key, but can you accurately identify the difference between constructive and destructive criticism? Learn all about efficient feedback methods and how to establish appropriate channels for these within a creative team. Start to explore the concept of mentorship and how to leverage this for career guidance and skill development.

 

  • Constructive vs. destructive criticism: how to handle both
  • Working with designers
  • Feedback & what to do about it
  • Workshop 2: Giving Constructive Feedback
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09
TUESDAY 9th July, 6:30 PM BST
Pitching & Presenting

Analysing your client preferences can help to give your audience what they really want. Learn to adapt presentation strategies for diverse audiences, and tailor your content depending on who it’s for. Get insight into how to ensure your presentations have maximum impact - and learn the principles of visual storytelling.

 

  • Understand your audience & learn to read the room
  • Strategies for presenting ideas to clients
  • Communicating with clients & stakeholders
  • Creating compelling presentations with narrative flair
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10
THURSDAY 11th July, 6:30 PM BST
Portfolio Development

Now is your chance to curate and present the professional portfolio you’ve been dreaming of! By selecting and organising your best work, you’ll get to showcase your diverse skill set and projects. Get useful tips on portfolio best practices, and how to avoid copyright and usage issues in collaborative projects. 


  • Curating & presenting a professional portfolio
  • Portfolio best practices
  • Portfolio tools: eg: Readymag, Squarespace, Cargo Collective

Assignment 6: 

Revamp Your Portfolio by selecting and presenting work that highlights skills and creative vision.

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11
TUESDAY 16th July, 6:30 PM BST
Career Tips

Building industry connections can help to carve out your ideal career path. Get the practical skills you need to learn how to network and maintain ties. Enhance your portfolio, refine your interview skills and consider how you want to place yourself within the current job market. 

 

  • Networking & building industry connections
  • Portfolio & interview tips
  • Navigating the job market & career advancement

 

Assignment 7: Networking Challenge

Proactively reach out to a creative professional you admire but have not previously met, with the goal of scheduling a 1-on-1 chat to showcase your portfolio and seek feedback.

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12
THURSDAY 18th July, 6:30 PM BST
The Future of Art Direction

Embrace immersive technologies including VR and AR in Art Direction. Learn to navigate the AI landscape - understanding both its challenges and opportunities. Future proof your career path by getting on board with digital literacy, technical skills and an appreciation of  interdisciplinary knowledge. 

 

  • Understanding immersive technologies
  • AI in art direction - including risks &  benefits
  • Skill development for the future

 

Final Project: 

Revamp your portfolio and craft your creative CV

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What our students say

Victoria Mansell
MARKETING DIRECTOR
"It was such a great experience, well worth the course fee which I invested personally - I've learnt so much and feel much more confident in my role.."
Parag Deb
BECOME AN AR/VR DESIGNER
"The course at ELVTR was a great investment in my career. The materials are top-notch, and the instructors provided excellent support."
Kiara De Leon Hernandez
UI/UX FOR GAMING
"The knowledge. The teacher is very experienced. He is able to answer our questions in depth, and takes the time to do so."
Youssef MN Aly
BECOME AN AR/VR DESIGNER
"The course was very helpful in helping me expand my design toolkits by gaining a wealth of new knowledge and inside expertise to stay at the forefront in an age of rapidly developing technological and software advancements."
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