Course Information & Syllabus
Course Information :
Art Direction is a field that contributes to the creative process which leads to the look of all the memorable films that rule our psyche. As aesthetically appealing as any work of art, a film is moulded and given the appropriate look by an Art Director. The programme teaches how a script is interpreted in drawings and with the help of storyboards and models, converted into a reality for cinema. This course is designed to provide new or aspiring art directors within the advertising and related industries with an understanding of the principles of art direction and layout. It will explore how the sales and marketing functions of an advertising campaign operate through a framework of visual communication and theories of visual context.
Year 1 :
The Creative Team
Developing Creative Concepts
Visual Communications Basic
Historical Overview
Team Management
Research Techniques
Communication Theory
Typography and Design
Illustration
Year 2 :
Photography
Understanding the Creative Process
Working with Materials
TV Production
TV Post Production
New Technologies and Software
Visual Communication Advance
Design for Fiction
Design for Stage
Design for News & Television
Coursework & Assessment :
The assessment criteria are of two phases. A formative system of assessment ensures that all the practical assignments, group discussions, seminars and written assignments in each subject are graded. The formal or summative written and practical assessment is done at the end of each semester.
Careers :
The students are introduced to concepts and skills of art direction. Equipped with the basic principles of advertising
and selling through visual communication, the students can explore the communication processes involved in visual
communication in advertising and market positioning. The students are involved in productions of various media, be it
fiction, television shows or theatre. With a complete understanding of the role of graphic elements in communication in their aesthetic and symbolic aspects the trained art director will be an asset to any media production unit. 