Creative Direction

Master Courses - Milan

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3nd edition - Today, a Creative Director must be able to guide the strategic and creative process in its entirety, facing complexity with a flexible mentality and problem solving skills. This professional’s main feature is being aware of new ideas and new opportunities for brand-consumer dialogue that the most recent technological, digital and social networking tools are shaping.

The Master course in Creative Direction is the answer to these extraordinary changes in the field of education. It is an opportunity to write the future of advertising, the laboratory in which to experience the rebirth of creativity by reading the many physical and virtual changes of the environment and by translating them into new languages and communication forms.

The training provides a complete understanding of the processes and methodologies that allow you to create global communication campaigns with attention to all stages of an advertising communication’s conception, design and development. The Master is completed with a week-long study tour in London to visit some of the most important and innovative advertising and communication agencies and meet the respective Creative Directors, Planners, Account Directors and Film Directors.

 

  • Start date
    November 2019
  • Duration
    1 year
  • Attendance
    full-time
  • Language
    Italian

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Target - The Master is the right specialization for graduates in creative disciplines - such as graphics, design, architecture - and for graduates in humanities such as literature, anthropology, sociology, philosophy, communication sciences. Knowledge of Adobe software is recommended.

Methodology and structure - The training course is structured in disciplinary areas that include basic teachings, specific-design activities and related integrative activities, giving a complete understanding of advertising processes.

The activities are designed and held directly by some of the most famous Italian and foreign Creative Directors, thanks to which participants can analyze the most successful case histories and deepen the evolution that digital and social tools and new technologies are bringing in the world of communication. Students are also accompanied in the development of lateral and multi-cultural thinking and learn the importance of brainstorming sessions, teamwork and techniques for presenting and displaying an idea.

Through a mix of theoretical lessons and workshops, at the end of the course each participant will have created his own portfolio of works that will highlight the personal qualities of thought, creation, design and artistic direction.

Career opportunities - At the end of the Master's degree, students enter the world of communication as Copywriters, Art Directors, Creative Specialists or Digital Creative, with the prospect of obtaining the role of Creative Director. Occupation opportunities are in advertising agencies, creative boutiques, digital and social agencies, integrated communication and content agencies, social media platforms, publishing and creative departments of companies, as well as in start-ups and as freelance.

  • 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.

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 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. 

Nikolina Popovic

Nikolina Popovic
Creative Director with international experience.  She has built her carrier in some of the biggest networks like Ogilvy, Saatchi&Saatchi, Leo Burnett, Grey and the recent one – Havas. Has been exposed to diverse cultures throughout her carrier – from China, Italy, Slovakia, to Ethiopia and then from the Horn of Africa to Qatar. She has been regularly recognized for her work, with accolades from several awards shows. She is also part of jury panels and speaker at numerous festivals.   

Lais Kantor

Lais Kantor
Nata a San Paolo, ha lavorato per 10 anni tra Brasile, Spagna e attualmente Milano. È stata Art Director in diverse agenzie internazionali: VML, Y&R, DDB, Euro  RSCG and Talent – Publicis. Oggi si occupa di visual design in Avanade Italy. Il suo forte interesse per la user experience, l’ha portata negli ultimi due anni a far parte del World Usability Day e la sua passione per la formazione si è concretizzata negli studi universitari in pedagogia. 

Paolo Re

Paolo Re
Author, Record Producer, Songwriter, Composer and Arranger. He has written songs and film scores for worldwide projects. Artistic Consultant and Musical Author to Solletico Rai Uno, one of the most famous italian kids tv show (1995/2000). Green Movie post production Sound Director from 1995 to 2010. Creator and Founder of Green Movie Ed. Musicali (1996). He works with Artists and Creative Talents in both hemispheres, producing and composing hundreds of jingles and sound design. He's a Vanity Fair's contributor and he's been published on NME, Sette/Green, Corriere della Sera. Author of My Family Goes To Auckland, released by Fazi Editore. Soon will be published All We Need is Love, prima o poi, his new novel.  

Andrea Stanich

Andrea Stanich
Executive Creative Director of Bcube, Publicis Group. He is a communications professional with 17 years of experience in the agencies of the major international networks. He has worked successfully on a local and global level on traditional, digital and social communication projects for big brands in every sector. The social and real-time advertising campaigns developed by Bcube for the Ceres brand have set a new standard in the Italian social media communication landscape.

Gabriele Stillavato

Gabriele Stillavato
He has been working in the world of communication for 20 years. Owner of a company that has been dealing with 360° visual communication since 2004. In 2009 he undertook a long training path to get a certification as a professional coach by attending a Master's degree recognized by the ICF (International Coaching Federation), he participated in numerous courses for improving his business both in Italy and abroad. 

Luigi Pasquinelli

Luigi Pasquinelli

Andrea Rech

Andrea Rech
Art Direction e Co-fondatore di 6ZERO5, studio di consulenza e progettazione nel campo del graphic design e del design thinking. Si occupa di graphic design, tipografia e art direction con un approccio sperimentale basato sulla ricerca interdisciplinare. Ha collaborato con studi internazionali come Content Context e Aspecialperson, a Rotterdam. I suoi lavori di sperimentazione tipografica sono stati pubblicati su riviste e pubblicazioni nazionali e internazionali, tra cui Ottagono, Nu®ant Magazine, Great Idea Petite Typeface (China).

Mihnea Gheorghiu

Mihnea Gheorghiu

Projects