The digital revolution has multiplied and fragmented platforms, meaning that modern communication must incorporate a blend of images, print, digital and social solutions. The roles of Copywriters and Art Directors have evolved as part of the shift from advertising as a message “from one to many” to a conversation between equals. It’s no longer enough to be good with words and images in order to succeed in this market. You need to be able to work with code and programming languages and open up methodically to the complexities of a fluid, multi-faceted world.
final project in collaboration with airbnb
As their Final Project, IED Firenze graduates presented a communication campaign aimed at raising the awareness around AirBnB brand and its services like accommodation solutions and experiences. The main research focused on a local target or over 50, an age group that currently makes little use of the Airbnb services.
Another topic analyzed and developed by the students is related to tourism in the outskirts of the city, rural areas and villages, a heritage of the country still undervalued.
Browse the gallery to see an abstract of the project Italian Villages.
This tailored Art Direction exercise is designed to introduce young designers to sensory communication, in order to train them to produce creative, out-of-the-box solutions. The project phases include: creating phrases that sum up a real experience associated with the five senses; reworking these through deconstruction and recomposition to come up with five new expressions which don’t have any meaning; linking these to an illustration or photo and then combining these graphically while maintaining the lack of meaning… enjoy!
ANT Foundation and IED: creativity at the service of solidarity
Fondazione ANT commissioned the students of IED Firenze to create a new campaign to promote cancer prevention and early diagnosis of various deseases through free visits. A very demanding task for young creatives because the brief asked to work – through a single creative format – on 7 different cancer prevention projects: Melanoma, Thyroid, Gynecology, Breast, Oral Cable, Testicle, Digestive System.
The foundation approved the project of Mattia Novia and Francesca Ruggieri: a series of portraits of naked people cut in half by a gigantic tear at the height of the area affected by the tumor. The campaign, besides being visually impressive, is also conceptually precise and effective, so congratulations to the young future professionals!