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Aug 31, 2025
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GD 3775 - Art Direction
Credits: 3
Course Type: Studio
In this course, students explore what it means to be an Art Director determining creative vision and overseeing the process of selling an idea from creative brief to final presentation. Through discussions, lectures, and creative assignments, students apply project planning and design skills to carefully craft a comprehensive multimedia advertising campaign. Students will work individually and in teams to strategize, develop messaging, and create advertising deliverables intended for print, broadcast, and social media. Upon successful completion of this course, students will produce and present a conceptual campaign that showcases how cohesive planning and design can be used to deliver a cross-cultural message.
Prerequisites: GD 3700 - Advertising Principles
Course Learning Outcomes:
- Define the Big Idea through brainstorming, ideation, conceptual development, and creative direction.
- Utilize client strategies and creative briefs to build visual brands through the use of consumer insight and disruption.
- Identify the role of art direction as it applies to cohesion and accuracy in an advertising campaign.
- Collaborate with the design team on the development and creation of multimedia design deliverables, detailed presentation decks, and creative mockups.
- Demonstrate the importance of storytelling in persuasive presentations, selling an idea/concept from creative brief to final presentation.
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