Core Module Information
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: 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:

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
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Lei Cox
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module is practice based where you will learn both the theoretical and production techniques of Art Direction for Photography and Motion Graphics. You will make a finished advertising art work or simulation through seminars, practical classes, workshops and independent study time.

Face-to-face teaching will take place in technical demonstrations and workshops with integral seminars relating to contemporary Art Direction practices. (LOs 1, 2, 3,). Seminars allow for discussion of your learning in independent study, engagement in critical debate and to benefit from tutor expertise. (LO4).

You will produce responses by designing your own brief, present it in a critique to your peer group (LOs 3,4) You will develop a digital workbook exhibiting your research, experimentation and contextualisation across the module (LOs 4, 5) and submit it with a portfolio of work and a peer group digital presentation that emulates a professional client pitch.

Formative Assessment:
There is a formative assessments (LOs 1,2,3 ) taking place in week 6/7 This involves a peer group presentation, in critique format, of your work in progress.

Summative Assessment:
There will be one summative assessment (LOs 1,2,3,4,5) for this module, worth 100% of the module grade, due in week 14. This will comprise your final portfolio, your digital workbook and a digital presented client pitch to the peer group and tutor.

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
Independent Learning 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 1-5 14/15
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

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