Art Direction

Digital Design
STRATEGY - CREATIVITY
Learn to interpret the reality and necessity of a brand and become a Communication Designer, between art and technology.

DESCRIPTION

The advent of new digital technologies has radically changed society as well as the methods of communication through the media. From here, a new vision was born, which brought out new dynamics on a cultural level, transforming art and linking it to the development of digital technologies.

This new innovative field, like the more traditional ones, requires specific design skills and abilities, which can be acquired through an educational course such as the II Level Academic Diploma in Art Direction. During this two-year journey, you will learn how technology, strategy and creativity can be useful for understanding the needs of a brand and communicating it online and offline.

The teaching and operational approach is all oriented towards the connection between design techniques and innovation, through the interaction between traditional media and those proposed by the digital revolution.

Goals of the Eductional Course

To train designers not only in the multiple applications of digital arts and multimedia languages, but also in managing teams for the development of creative online and offline communication strategies.

The course is created specifically to transmit the right workflows for the creation of digital content, paying attention to aesthetic researches and contemporary technologies, of which the teaching approach is based on both a theoretical-critical and practical approach, so as to acquire all the tools and competence which will be useful to face artistic research in a productive and conscious way.

What you will learn

All the necessary notions for learning how to better coordinate work and acquire the most technical skills of communication design. For example, in this educational path you will take courses in:

– Brand Design
– Ux&UI Design
– Direzione della fotografia Direction of photography
– Multimedia graphics
– Digital animation techniques
– Digital video
– Audiovisual techniques for the web
– Advertising

The lessons will focus on the Creative Director, an essential figure for interpreting the needs and peculiarities of a brand, a product or a service, with skills ranging from the fields of traditional communication to the most innovative ones, such as the brand identity and interface design. You will learn how vision, planning and multimedia skills cooperate in this professional figure, becoming a true problem-solver of contemporary communication, the one who is capable of bringing together the role of the creative, the technological expert and the strategic designer.

Who is the II Level Academic Diploma in Art Direction for?

Everyone who wants an advanced training to specialize  and become a communication designer, between art and technology, strategy and creativity.

What are the job opportunities?

This Level II Academic Diploma trains highly specialized professionals who can find jobs in advertising agencies, visual design studios, high-tech companies, and in all environments where interdisciplinary skills are required between visual design and digital marketing, new horizons of the communication project.

In addition, course participants will also be able to excercise as a freelancer.

PROFILE OF THE ACADEMIC DIPLOMA

SITE

Rome

STARTING DATE OF COURSES
November 2022

ECTS

120 CFA – ECTS* | EQF Level 7
The course will issue 120 ECTS.

DURATION
2 years

The post diploma course in Art Direction & Digital Design has a duration of 2 years divided into Practical, Theoretical, Laboratories and Workshops.

EDUCATION COORDINATOR

Luca Bastianelli

TITLE ISSUED

The Pantheon Design & Technology Institute issues 120 credits as required by the Miur. The Level II Academic Diploma in Art Direction & Digital Design, class LM 12 / Level 7 EQF - European Qualifications Framework is valid in Italy, abroad and in the People's Republic of China. The II level Academic Diploma is a valid qualification to enter the admission competitions for courses or research doctorate schools, or specialization courses in the artistic, musical, historical-artistic or historical-musical fields established by the universities.

REQUISITI DI ACCESSO

Per l’iscrizione al Diploma Accademico di Secondo Livello è richiesto Diploma accademico di Primo Livello e/o Laurea Triennale o di altro titolo di studio conseguito all’estero e riconosciuto idoneo dall’Istituto nel rispetto degli accordi internazionali.
L’immatricolazione al Diploma Accademico di II Livello è subordinata al superamento del colloquio di ammissione, al fine di valutare le conoscenze culturali e tecnico-artistiche del candidato. Sono esonerati dal colloquio di ammissione coloro in possesso di una Laurea Triennale o Diploma Accademico di I livello con indirizzo affine al Diploma Accademico di II livello scelto.

SKILLS

Eventually the participants will know:

To manage:

  • An Art Direction project on traditional media and digital media
  • A working team that deals with Design and Digital Marketing Strategies
  • A Digital Strategy project
  • A communication campaign

To coordinate

  • Editorial Plans and Digital Marketing Departments
  • To design and manage
  • Video, Content and Digital Marketing activities

Furthermore, at the end of the course, the participants can become:
Art Director, Visual Designer, UX Designer, UI Designer, Interaction Designer.

At the end of the Academic Diploma, students will master the following programs:

  • Pacchetto Office Office Suite
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Photoshop
  • Adobe Audition
  • Adobe Premiere
  • Adobe After Effects
  • Davinci Resolve
  • WordPress
  • Unity
  • Blender
  • Rhinocheros
  • Social media: Instagram, Facebook, Twitch

PROGRAM

PROGRAM

1st / 2nd YEAR

Digital image processing
The course aims to introduce students to the logic and technology for digital image processing. It aims to lead to an in-depth knowledge of the tools and theories useful for morphological and chromatic modifications of the images. The acquired knowledge will allow students to create professional graphic drawings ready to be used in complex real projects. In addition, the in-depth knowledge of the types of images, graphic formats, resolution, memory occupation and exchange of files will be an important step towards the inclusion of their work in the fields of art, graphics, web design and print.

Digital animation techniques
The course offers students the theory and practice of a correct approach to the world of animation techniques, in particular to computer animation and character animation. The program includes intensive lessons in the disciplines, techniques and methods involved in creating, animating and managing effectively the project. This process includes conception, research, conceptual development, modeling, graphics, texturing, rendering and animation. The course prepares students to create and build environments and characters and give them “life” to use in animated cinema, advertising, design and in the world of communication and interactivity.

Direction of photography
The course has a technical-operational and historical approach to photography, with an analysis of the multiple levels through which the professional photographer can work: the technical part of the profession, from preparation to the post-production of images, the creative, relational and experiential aspects that can be traced in the various stages of processing. constantly intertwining creativity and photography practice, always having the image as a starting point and horizon.

Design methodology of visual communication
The course illustrates the tools and methodologies that are necessary to create effective visual communication and to enhance your products / services through an identity unit for different media (from business cards, to websites, from advertising campaigns to communication on social media ), taking care of every phase of the project, both digitally and in paper format. It is therefore intended to provide students with the necessary skills in the field of creative conception and the design of visual communication campaigns.

Art Direction 1

The course in Art Direction explores all the stages, from a theoretical point of view, that generate an integrated communication campaign within a creative agency. The point of view will be that of the Art Director, who, together with the Copywriter, studies and develops TV, press, radio, video, social and mobile campaigns, websites, and any of the content that is important to the value of the brand and the relationship with his own target, by supporting and facilitating brand storytelling.

Lettering

Words are not just words, they are also images. And images are words too. The student will be taught to change the meaning and the signifier, and to make the meaning of a word change the graphic sign and the contours. It is necessary to think of the term not only as a set of letters, but the word must also be “read” as if it were a drawing that includes strokes and signs. This course deals with the design and creation of original characters by the participants with the support of the teacher. Students will develop their skills, giving life to an original style and becoming aware of the new potential! Handwriting with its proportions, spaces and inclinations will be studied.

Videographic
The course will analyze all those technical notions necessary to master digital video production both on conventional media and on the web. It will deal with Codec, compressions, video and transmission standards, techniques for creating interactive videos and interactive multimedia installations, animation and post-production techniques, concepts of Motion Graphics and graphic composition of video, and the flow of creating visual effects, compositing and making the finished product.

Culture of the project
The course analyzes the operational-executive structure of the design methods. The educational goal is to teach students the knowledge of design and production issues. Each student will be led from review to review to find their own design methodology through attention to modus operandi personnel.

Art direction 2

Following the theoretical foundations of the course in Art Direction 1, the student will learn how to manage an integrated communication campaign and a working team. You will learn how vision, planning and multimedia skills cooperate in the professional figure of the Art Director, becoming a true problem-solver of contemporary communication, a figure who is able to bring together the role of the creative, the technological expert and the strategic designer.

New integrated media techniques
The course aims to provide an introduction, also from a historical point of view, to the changing trends of contemporary media as a result of digitalization processes. Particular interest will be reserved for the mutation of the forms of production, distribution and consumption of digital audiovisual products following the developments of Web communication. Some of the topics covered in the course will be: digitalization, the Web, the communication skills of new media, the culture of software, privacy, the psycho-social aspects of new media and digital distribution.

Video production elements
The course aims to provide students with the technical and practical elements for making a video with the aid of lectures dedicated to the viewing and analysis of video works produced in the field of contemporary art and cinema. Students will know how to produce interesting videos that can make others stop and watch them, which is increasingly complicated, and students are directed through targeted exercises, even in groups, and personal research in an attempt to be able to use the video to express what they usually do with other techniques. Students will be illustrated technical issues in pre-production, production and post-production, with a focus on the equipment available and on the software for processing video images and sounds.

Media phenomenology
The presence and interaction of the media in culture and society from its origins until present will be analyzed, as well as the impact and effects of media communication from traditional to New Media. We will start from the anthropological analysis of the birth of language to arrive at the definition of the mass media field and to the recent media reorganization operated by digital technologies.

Net marketing

The aim of the course is to make students understand the key concepts of marketing in a digital world, by setting up a digital marketing strategy, starting from the analysis of the market and of the competition up to the monitoring of results. At the end of the course, students will reach a good level of awareness on how to set up a digital marketing strategy and will know how to use the main web marketing tools to produce effective texts for the web.

First Level Academic Diploma authorized by MIUR (Ministry of Education, University and Research)

with Ministerial Decree prot. No. 626 of 18 July 2013.

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