Core Module Information
Module title: Art Direction

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

Module code: DES11146
Module leader: Niina Turtola
School School of Arts and Creative Industries
Subject area group: Art Design and Photography

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:

Upon completion of this module you will be able to

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.

Full Details of Teaching and Assessment
2023/4, Trimester 2, In Person, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Niina Turtola
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Practical classes and workshops 18
Face To Face Fieldwork 6
Face To Face Seminar 12
Online Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Portfolio 100 1~2~3~4~5 Exam Period , WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader