Principles of art direction

The course will cover the following
Introduction:
Foundation of Art Direction
- Find the simple story and present it in an articulate, intelligent and persuasive way
- Simplicity
- Dramatization of the Big Idea (Main Benefit)
- Good Art Direction builds strong personalities
- Emotions

Topics
1. The nature and scope of Art Direction
2. Art Direction for different Print Mediums
3. Technique and Dramatizing the SMP (single minded proposition/Big Idea)
4. Exploring Alternative Media
5. Art Direction in AV (Audio Visual)
6. Developing an IMC (Integrated Marketing Communication) Campaign
7. Working in Partnership with a Copywriter
8. Computer Skills (CS5 - Adobe Creative Suite) for bringing concepts to life
9. Presentation of creative ideas
10. The role of photography
11. Portfolio Assembly

Date: 08 February 2011 to 18 April 2011
Venue: AAA School of Advertising, Johanessburg
Cost: R12 000