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.

Courses Specific to the Art Direction Concentration

3052. Art Direction I: Concept & Layout

As the first in the Advertising Art Direction track, students gain a comprehensive understanding of how ideas become branded visual communications that engage, capture and persuade audiences. Through regular lecture, reading and project critique, emphasis is placed on combining the fundamental tools of graphic design with creative brainstorming to arrive at fresh, branded 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 & Multiple Media 

This advanced course emphasizes the visual, verbal, and conceptual skills of TV advertising as well as the interactive medium. Students will work with advertising strategies to create effective TV storyboards, web sites, and more. The use of typography, composition, photography, and illustration is implemented into each project.

4064. Advertising Portfolio Development

Advertising Portfolio Development is a final capstone course for both copywriting and art direction track students in which they will complete his or her advertising portfolio. The course focuses on using previous knowledge learned in Copy 1, Art Direction 1 & 2 / Copy 2 & 3, and various electives. In this course, you will tighten and polish projects completed in those previous courses as well as complete a few new projects that will help supplement your current work. Students will work to produce a professional-level advertising portfolio that reflects their mastery of strategic and conceptual thinking. Work is prepared and evaluated against the highest industry standards. We will also address resumé writing and design, how to conduct a job search and preparing for an interview.