ART 222 - Art Direction

Credits: 3
Lecture Hours: 2
Lab Hours: 2
Practicum Hours: 0
Work Experience: 0
Course Type: Open

Today’s advertising concepts are highly visual in nearly every medium. Art directors play a key role in pushing brands into a compelling and memorable place in the minds of consumers. In this course, you will learn the principles of creation of projects in art direction for advertising graphic campaigns for products, services, or ideas. Topics include all campaign procedures from initial research and creative strategy to final execution and presentation of a comprehensive project.
Competencies

Discuss factors that lead to successful communication and collaboration in art direction on a photography shoot
1. Discuss collaboration between a photographer and an art director
2. Describe communication on a photography set between an art director, photographer, set designer, prop stylist, and advertising agency
Explore the responsibilities of an art director within the advertising agency as well as their role in the photo shoot
1. List the responsibilities of an art director on a photo shoot
2. Identify and explain the role of an advertising agency in a photography shoot
Examine the role the photographer plays on projects that are art-directed
1. Understand and be able to explain the role of a photographer in art-directed projects
2. Discuss the photographer’s role in photographing an art-directed project
Compare the roles and responsibilities of the art director and photographer
1. Describe the onset responsibilities of a photographer on an art-directed set
2. Identify the production role of an art director on a set
Demonstrate communication skills needed to be an art director
1. List the onset communication skills needed for an art director
2. Discuss the organization and communication skills needs needed to be an art director
Outline the components of a successful art-directed project
1. Identify the production skills needed for an art director in building out a final project
2. Discuss the collaboration between an art director and the crew onset to produce a project

Competencies Revised Date: AY2025