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Week 1 — Intro & Creative Brief
We will go over the course setup and what it means to be an Art Director today. Going into ideation, we will start from the beginning: the brief. You'll learn how to turn it into a strong creative brief that acts as a springboard for ideas and concepts in the next phase. We'll also explore how to identify strong insights, not just facts, and use them to unlock more relevant and compelling creative work.
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Week 2 — Idea & Concept Generation
Learn how to generate ideas quickly, evaluate them effectively, and identify which ones deserve further development. We'll explore the difference between an idea and a concept, how to prototype and test ideas early, and how to refine rough thoughts into creative platforms that can scale across channels.
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Week 3 — Storytelling
With an idea or concept in place, it's time to bring it to life. We'll explore storytelling frameworks, narrative structures, and dramaturgical models that help create tension, engagement, and emotional impact. You'll learn how stories need to adapt across formats and channels, from traditional campaigns and film to social media, short-form video, and emerging digital platforms. This also applies to pitching and presenting.
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Week 4 — Visual Branding in the Digital Landscape
The digital enablers that make the visual part of a brand come to life. We'll explore how visual identities adapt to different formats, screens, channels, and audiences through responsive logos, variable typography, colour systems, and digital-first design principles. Learn how brands maintain consistency while adapting to the realities of websites, social media, apps, and other digital touchpoints.
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Week 5 — Photography & Imagery
Build an image style that carries your brand through a range of formats and channels, ensuring consistency whether you're working with photographers, stock libraries, existing assets, or AI-generated imagery. We'll combine traditional photography techniques, art direction principles, and AI image creation tools to create visuals that stand out, tell stories, and connect with audiences.
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Week 6 — Motion, Film & Content Creation
Video and motion design are increasingly important tools in the modern Art Director's toolkit. Learn how movement, pacing, editing, transitions, and sound can strengthen a story and elevate an idea. We'll explore how even subtle animation, motion design, or camera movement can create emotion, guide attention, and bring concepts to life across digital channels. This applies no matter if you are holding the camera yourself, is directing on set, or are prompting.
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Week 7 — Personal Feedback Sessions
Get individual coaching and direction as you refine your final assignment. You’ll receive feedback on concept, craft and storytelling, and shape your work into a potential portfolio piece. This is your chance to develop clarity, ambition and execution ahead of the final presentations.
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Week 8 — Final Presentation & Portfolio
Pitch your final project and present your work to the group. You'll receive feedback on both your concept and execution, while reflecting on the decisions and process behind your work. We'll also explore how to package and present your project as a portfolio case, helping you showcase not only the final result, but also the thinking, storytelling, and craft that brought it to life.
