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Course Description

The role of art direction is to provide management for creative teams, culminating in a group effort of innovation and creative flair. This emphasis on visual direction forms the basis of the course, looking at the union between graphic design, illustration, styling and photography in areas such as advertising, book and magazine design, webzines and other screen-based publishing media, slef-publishing and book art. Students have the opportunity to collaborate with creative practitioners from a wide range of disciplines and can work as part of a team to produce designs and develop skills in management, communication and presentation. ? Skills in the management of styling are developed including prop-sourcing, finding appropriate models, hair stylists, make-up artists and other team members. ? Students are required to develop a suitable set of visualverbal communication and presentation skills. ? Participants are encouraged to investigate how digital systems may enhance art direction ? A visiting lecturer programme puts students in touch with design professionals and, most importantly, assists them in making contacts in the industry. ? This modular MA is designed to offer a framework for advanced study and to develop core skills in a number of areas, including research methodology and critical and reflective evaluation Recent projects underakenin this area include: ? Promotion using photography, styling, sound and lighting to evoke the essence of a fashion brand at a fashion show. ? A study of influential designers in the 20th century and the production of a style guide for graphic designers. ? An investigation into advertising and promotion through online publishing and social networks.

The role of art direction is to provide management for creative teams, culminating in a group effort of innovation and creative flair. This emphasis on visual direction forms the basis of the course, looking at the union between graphic design, illustration, styling and photography in areas such as advertising, book and magazine design, webzines and other screen-based publishing media,...

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