Creative Direction

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.

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?

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.

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.

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.

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. 

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.

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.

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.

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.

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).

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 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.

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.

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. 

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.

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.