Art Direction Concepts

Course Code: AAD 5210

Academic Year: 2023-2024

In this course, students examine the role of the Art Director in the advertising process, from strategy to concept development, and from presentation to final production. Students explore the visual techniques and craft used to create arresting, effective advertising for a wide range of products and services. They examine the ways in which graphical and typographical elements are selected, modified and organized. They critique the overall effectiveness of various examples, with an eye for balance, composition and communication. Students are challenged to develop their own art directorial skills by experimenting with traditional and non-traditional techniques.