Art Direction Concentration

Art Direction Course Sequence

Art Direction is responsible for creating the attention grabbing concepts and striking images that make up the world of advertising. Art Directors shape campaigns by combining advertising objectives and research to produce the visuals for innovative ads that appeal to consumers. Art Directors, along with Copywriters, make up the creative side of advertising, generating continually compelling and inventive ads.

In the Art Direction track, you’ll learn how to brainstorm ideas for a campaign and turn them into polished advertisements. You’ll learn all about the art of visual communication: everything from design and layout to color and typography. You will gain practice creating advertisements for print, broadcast, and digital while working closely with design software like the Adobe Creative Suite. Upon graduation, you’ll enter the industry with a comprehensive portfolio that represents you and your skills.

Art Direction Track now requires portfolio review and acceptance

Starting in Spring semester, 2016, students interested in the Art Direction Track for the following semester will need to go through a portfolio review process and be accepted before they can take upper-level art direction track courses. For incoming freshmen, students do not have to apply until their sophomore year. Students have time to take a variety of advertising courses and prepare for the portfolio review process. Transfer students must apply immediately upon acceptance to Temple University. Read more about these new requirements or apply now

Courses Specific to the Art Direction Concentration

1001 Intro to Digital Design Tools*

Starting in Fall semester, 2015, this required introductory course is computer graphics for advertising majors. The Adobe Creative Suite is a major tool of the art direction trade. We use these tools to execute thoughtful concepts. Focus is on achieving working knowledge of Adobe Photoshop and Illustrator, and exposure to InDesign. Although we will discuss and critique design and concept, student evaluation will be based on technical proficiency.

*Substitute Intermediate level with special permission.

2151. Intro to Art Direction: Visual Communication

This course develops an understanding of the methods employed in solving communications problems in advertising with visuals. Students will explore the creative process behind making images that can move ideas and information to the minds of others.

3052. Art Direction I: Concept & Layout

Students gain a comprehensive understanding of how ideas become branded visual communications that engage, capture and persuade audiences. Through lecture, reading, and critique, emphasis is placed on combining the fundamental tools of graphic design with creative brainstorming to arrive at fresh, strategic concepts. This course focuses primarily on concept and layout for the print medium, and lays the foundation for Art Direction II.

3053. Art Direction II: Narrative & Multimedia

This advanced-level course emphasizes the visual, verbal, and conceptual skills of advertising while expanding on print campaigns to include effective TV storyboards, web sites, social media campaigns and more. The use of typography, composition, photography, design and illustration will be implemented into each project to create strong portfolio-level work. Students learn to leverage all appropriate and available media to solve the communication challenges posed by their unique clients

4064. Advertising Portfolio Development

Advertising Portfolio is a capstone course for both Copywriting and Art Direction Tracks, in which students complete their advertising portfolios. In this course, students tighten and polish projects completed in previous courses and generate new work. Students work to produce professional-level advertising portfolios that reflect mastery of strategic thinking and creative crafts. Work is prepared and evaluated against the highest industry standards. Professional presentation beyond the portfolio, such as the resumé, job search, and interview, will also be addressed.