I. General Information

1. Course Title:
Art Direction

2. Course Prefix & Number:
GDES 2113

3. Course Credits and Contact Hours:

Credits: 3

Lecture Hours: 2

Lab Hours: 2

4. Course Description:

This course provides insight on working as an art director. Students will demonstrate advanced concept formulations as well as practice working under the direction of an art director to create requested requirements. These techniques will be applied to large graphic design projects where students will work as teams to create marketing campaigns and act as art directors. Students will also work directly with a photographer to art direct a photo shoot. Effective communication and learned skills will be demonstrated.

5. Placement Tests Required:

Accuplacer (specify test):

No placement tests required

Score:

6. Prerequisite Courses:

9. Co-requisite Courses:

There are no corequisites for this course.

II. Transfer and Articulation

3. Prior Learning - the following prior learning methods are acceptable for this course:

• Advanced Standing
• Demonstration
• Portfolio

III. Course Purpose

1. Program-Applicable Courses – This course is required for the following program(s):

Graphic Design A.A.S.
Graphic Design Diploma

IV. Learning Outcomes

1. College-Wide Outcomes

College-Wide Outcomes/Competencies	Students will be able to:
Demonstrate oral communication skills	Express design decisions to photographers while working on a collaborative project.
Analyze and follow a sequence of operations	Perform all steps in the design process.
Work as a team member to achieve shared goals	Design a marketing piece as an advertising agency team.

2. Course Specific Outcomes - Students will be able to achieve the following measurable goals upon completion of the course:

• Manage a design job from concept to completion;
• Identify different roles a designer plays in the advertising/marketing industry;
• Produce a designed marketing piece under direction of an art director;
• Communicate ideas with designers and photographers;
• Demonstrate the ability to sell ideas with a presentation;
• Interact with groups as part of a creative team;
• Collect appropriate research data;
• Design multiple projects while working as a creative team; and
• Set up, plan, and manage creative team meetings.

V. Topical Outline

Listed below are major areas of content typically covered in this course.

1. Lecture Sessions

1. Designer Job Descriptions and Roles
• Entry level
• Graphic designer
• Senior designer
• Art director
• Senior art director
2. Working as an Art Director
• Establish timelines
• Estimate costs
• Create concepts
• Manage project
• Interact with clients
3. Working Under Direction of an Art Director
• Take direction well
• Give some input
• Produce what is asked
4. Knowing Your Client
• Express interest
• Complete research
5. Working with Clients
• Present projects to client
• Listen to ideas and changes
• Give professional input
6. Working with Photographers, Copywriters, and Illustrators
• Research and plan accordingly before meeting
• Stay on track

2. Laboratory/Studio Sessions

1. Interview an Art Director
• Report different methods
• Discuss differences between different types
2. Work as Partners to Play the Role of an Art Director
• Concept a marketing piece
• Write a creative brief
• Establish a timeline
• Present to designer
• Manage project
3. Design Under the Direction of Art Director
• Listen and take notes in meetings
• Understand requests
• Design proofs – work with art director for changes
• Complete final design according to direction
4. Design Project for a Real Client
• Plan project
• Write creative brief
• Design marketing piece
• Present to client
• Understand and produce changes
• Create final print-ready piece
5. Produce Project with Custom Photography
• Create concepts
• Work with photographer
• Art direct photo shoot
• Design final piece