Module title: Art Direction

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: DES11146
Module leader: Lei Cox
School School of Arts and Creative Industries
Subject area group: Design Photography and Advertising

There are no pre-requisites for this module to be added

Description of module content:

You will design your own brief with a fictional or real client or a gallery. You will identify the goals and requirements for the shot advertising campaign or motion graphic artwork or simulation. A series of workshops and seminars will be conducted around art direction including location shooting, CGI simulation, compositing and special effects creation.

You will be required to make a digital workbook including some of the following, identifying the target audience, time and location logistics, visual samples and testing, images or shot lists, mood boards, style (hair/makeup/wardrobe/set, models or props, release & Intellectual property, lighting and theoretical cost.

A final project will be produced either for advertising, or for art gallery exhibition. This project will be presented to the peer group and presented using digital methods to emulate a professional pitch.

Learning Outcomes for module:

LO1: Enhance a real or create a virtual product that will demonstrate your conceptual and technical skills.
LO2: Apply knowledge, skills and understanding of contemporary art direction research and practice in completing your brief.
LO3: Demonstrate a comprehensive workflow of technical capability across various solutions throughout the production processes including logistics, testing and analysed failure.
LO4: Critically reflect upon the production process taken and the appropriateness of this process in the finished artwork.
LO5: Clearly articulate the aims and objectives of your brief by presenting it as a simulated client pitch.

Indicative References and Reading List - URL:

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