Creative Direction

Master - Milan

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A Creative Director has to be able to lead the strategic process at 360°, being aware that the most recent technologic, digital and social networking instruments are shaping new ideas and opportunities concerning brand-consumer exchanges.

The Master in Creative Direction is the answer to these extraordinary changes, the lab into which is possible to live the rebirth of creativity, designing the future of advertising. It is structured into areas including basic preparation, specific project activities and related integrative activities. It ends with an educational tour in London, in order to visit the most important advertising and communication agencies of the City, meeting their Creative Directors, Planners, Account Directors, and Film Directors.

Professional Opportunities – After the Master, students enter the communication world as Copywriters, Art Directors, Creative Specialists, or Digital Creatives, with the perspective of becoming Creative Directors. The possible workplaces include communication agencies, social media platforms, publishing industry, and creative departments in companies, in addition to the possibility of working as freelance or for start-ups.    

 

  • Start date
    November 2017
  • Duration
    1 year
  • Attendance
    full-time
  • Language
    Italian

Target – The Master is a suitable specialisation for students graduated in the creative disciplines – such as graphic design, design, architecture, and similar – or in the humanistic ones – among which literature, anthropology, sociology, philosophy communication sciences. 

Methodology and Structure – This educational pathway assures the full comprehension of the processes and methodologies behind the creation of globally relevant campaigns, with a particular focus on all the thinking, designing and development stages of advertising communication.

The activities are designed and held by some of the most renowned Italian and international Creative Directors, thanks to whom participants will have the chance to know and to analyse the most successful case histories. They will focus on the evolution that digital field, social networks and new technologies are now bringing in communication. And there is more. Students will develop a lateral and multicultural way of thinking and they’ll learn the importance of brainstorming lessons, teamwork and the techniques for exposing and presenting an idea.
During the year, in addition to specialisation didactic carried out within the single course, students can take advantage of cross pathways amongst all the courses, related to creativity, innovation, professionalization and professional world.

Thanks to a mix of theory lessons and laboratory work, at the end of the course participant will have their own portfolio that will point out their personal abilities concerning thinking, creation, designing, and creative direction.

  • Basic training activities

    • International Thinking

      The course aims at transmitting the meaning of “international vision”, providing students with the instruments to understand the value of “big ideas” that have a global impact and help a brand to move forward, thanks to the communicative effectiveness for both global and local markets.

    • Human Insights

      Identification, participation, and the will to be considered are part of modern society are typical of our modern society and communication must take them into consideration. The course aim at thinking on the elements on which modern communication is based, answering to questions such as: why companies do Corporate Social Responsibility activities? When does the mobile work? What is human insight actually?

    • New Writing Forms

      Today is not really important to know how to write, but being read. The course deals with the topic of writing from a new point of view, through professionals who were able to make of their writing capabilities a profession – working amongst advertising campaigns, radio, blog, books and scripts for viral videos.

    • Computer Graphic and Crafting

      A creative needs to understand the thinking and the processes behind the concept of an image. 
      The course, through lectures and project labs, teaches students the basics of visual creation, stylistic choices, image production and postproduction.

  • Specific Activities

    • Brand strategy 2.0

      The course explains the opportunities of a new hybrid communication, moving between platforms (social and owner websites), engagement mechanisms, and the creation of a correct creative strategy that actually supports contents.

    • Real Time Advertising

      Today, the knowledge of how to get into conversations when they still are tends is fundamental in the fluid and interconnected world. This course teaches students modalities and processes to create successful real time marketing operations, with a special focus on social networks. 

    • Techno-creativity

      In this digital and interconnected world, it doesn’t make really sense to distinguish between technology and creativity: on the contrary, these two disciplines work one at the service of the other. From beacons to drones, from the Internet of Things to chatbots, the course allows students to know new communication content possibilities, thanks to the last technological innovations.

    • Mobile App Design

      The course is divided into two parts: theory and project development, from the study of the context to the marketing instruments for mobile applications analysis, from the revenue models to the different typologies for the designing of a strategy to launch an application in the app store.
      In the meantime, students will create the application analysing its performances, wireframe, and app flow.

    • “I wanna be a Creative Director”

      The workshop prepares students to face and develop communication briefings differing for typology, target, means, and budget. Students will be asked to use different competences – both visual and conceptual – working in synergy to the development of some didactic briefings – about product, service and brand.

    • Video Making & Editing

      In the content era, videos are becoming more and more a crucial factor. The course aims at providing methodology and basic knowledge for original video content creation, video cases and successful trailers, dealing with recording methods, narrative times, stylistic choices, editing timing and use of music and graphics. Students will be tested on the creation of different kinds of videos: video case histories, trailers, videos in motion graphics.

    • Final Project

      In the Final Project, students will experiment the competences acquires during the whole duration of the course, working on a communication project commissioned by a company. Operative simulation will allow them to experiment the peculiar competences of Creative Direction – such as: strategic, creative, digital and exposition competence – today considered as fundamental for the concept, sale and development of high creative standards products. The work will be carried out in a pair (or in small groups).

  • Supplementary related activities and cross training

    • Presentation techniques

      50% of the work is thinking, other 50% is presentation: still to this second part is not given the right attention. The course aims at discovering, analysing and proving the different ways and techniques presentation for visual and verbal exposition, thinking from the listener’s point of view.

    • Team building & leadership

      Team work and its management require self-engagement, even before moving the attention to the others. The course include several lectures focused on emotionality, problem solving, listening, team working, the power of decision making, the trust on else’s work, and the adaption capabilities. All these elements are necessary to a Creative Director today.

    • Design Thinking Days

      The course is based on creative workshops to know and to experiment the training method based on Design Thinking, methodological approach to problems resolution and concept of new solutions focusing on customer’s need (human-centred design). This method is worldwide considered one of the most important processes to support innovation.

    • Creative Thinking Week

      Meetings and debates with famous characters from the worlds of innovation, creativity and communication, in order to learn thinking out-of-the-box and to develop vision, brainstorming and lateral thinking capabilities. 

    • Job Tools

      A direct exchange of ideas with coaching, counselling, and personal branding experts about jobs’ universe –new scenarios, trends, and competences required by professional market – in order to provide participants with the instruments to create a visual CV and the creative portfolio, and to improve online and offline professional portfolio.

    • Design Week

      A full immersion in the Milan Design Week to live an important experience in close contact with the Design world: a tour led by young Designers to analyse Design history, to know new trends and to participate in the most interesting event programmed for the week.
      A useful occasion to give a close look at some of the most important national and international brands’ communication strategies, in order to develop a research and analysis project connected to the educational pathway.

       

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Jack Blanga – Course Coordinator

Jack Blanga – Course Coordinator
Digital Creative Director and Talent Recruiter in TBWAWorldwide. He has collaborated with Leo Burnet, FullSIX, Meloria, JWT. He has created campaigns for Alfa Romeo, Alpitour, BNL – BNP Paribas, Kellogg’s, Kimberly-Clark, Kit Kat, McDonald’s, Nintendo, Nissan, North Sails, Telecom Italia, and The Coca-Cola Company. Winner of 50+ national and international awards, among which Cannes Future Lions, ADC*E, ADCI, Epica, New York Festivals, NC Awards, IAB Mixx. In 2016 he has been jury member at the Cannes Lions, the most important creativity festival worldwide.

Fabio Lalli

Fabio Lalli
AD at IQUII, digital consulting company active in mobile projects, wearable/IoT and digital strategies, part of Gruppo Multinazionale Be. He has been playing an advisory role in ICT, aerospace and banking for more than 15 years. He designed 2.0 enterprise network platfoms, mobile apps and social gaming systems. He’s passionate about communication, marketing and new media. In 2010 he founded the network Indigeni Digitali. He wrote the books Geolocalizzazione e Mobile Marketing and Wearable and collaborated for the writing of Enteprise 2.0.

Ottavio Nava

Ottavio Nava
Co-founder & Italy Managing Director at We Are Social. He trained at TBWA Agency.com group, and then he founded his own agency together with his coworkers and friends Gabriele Cucinella and Stefano Maggi in 2010. He works with clients such as BMW, Netflix, Barilla, AB-InBev, ING Direct, Pirelli and Campari, focusing on strategy, creativity and innovation. 

Francesco Muzzopappa

Francesco Muzzopappa
Among the most esteemed Italian Copywriters. He has been awarded with many times: cannes, Clio, LIAA, Epica, Eurobest, NYFestivals, ADCE e ADCI. He wrote short stories for Linus and Corriere della Sera. His first novel Una posizione scomoda (Fazi Editore, 2013) inspired a movie. His Fiabe Brevi Che Finiscono Malissimo (designed by Sio for Scottecs Youtube channel) have reached more than 10 million views.

Marco Venturelli

Marco Venturelli
Executive Creative Director for Publicis Italia in Milan. He worked mainly in Italy for BGS, D’Arcy, Publicis and DLV BBDO agencies, but he has been also Executive Creative Director for Agence H and Les Galois in Paris. He boasts many international awards, among which 25 Cannes Lions. 

Marco Viganò

Marco Viganò
Creative Director at Leo Burnett in Milan, among the most awarded Creative Directors in the world. He worked for many international agencies such as JWT and Publicis and boasts many awards, like 13 Cannes Lions (among which 7 Gold Lions), NY Festival’s Grand Prix, ADC*E and CLIO Award.  

Francesco Guerrera

Francesco Guerrera
Art Director, Maker, Photographer and Calligrapher, he has been working for international agencies - Saatchi&Saatchi, DDB, Arnold Worldwide  - since 1999. He has been Creative Director at Armando Testa and then Executive Creative Director at TBWA Italy. He’s currently partner of Le Balene communication agency and Co-founder of Acqua su Marte. 

Milena Barra

Milena Barra
Accredited Counselor for TTI Success Insights. Counselor for education and coaching projects, he has been national Account Manager for Vodafone Group. 

Cristina Baccelli

Cristina Baccelli
Creative Strategist for Facebook and Instagram. She joined Leo Burnett in 1998 as Art Director and since then she has been working for advertising companies such as Lowe Pirella, Leo Burnett and Tbwa. She won many national and international awards like ADCI, ADCE, Epica Award, Clio award and Cannes Lions. He founded and managed his own agency before becoming Creative Director at Studio 27, creative hub owned by Edizioni Condè Nast, which deals with branded content and native advertising. 

Francesco Bernabei

Francesco Bernabei
He has been Digital Creative Director at Think Cattleya, managing the digital unit and helping agencies and brands in brand identity identification and strategies. He’s currently Creative Founder and CEO at MONOGRID, a digital studio active in the creation of interactive and immersive exhibitions for brands.