As full-time faculty in the Advertising Department of the School of Media and Communication at Temple University, I was tasked with evolving the Art Direction track for upper level students -- to better equip them with the tools they needed for success in the field.
Drawing from my advertising and art backgrounds, I designed the courses below to help prepare students for a career that would demand their best work and their best thinking. To this end, I stressed that the approach to each project was as important as the execution.
Students learned how to ask the right questions and how to brainstorm with direction. This laid the groundwork to then overlay fundamental design tools and visual storytelling devices essential for the best expression of their ideas.
Advertising Art Direction I
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.
Advertising Art Direction ||
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.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences.
Independent Study Projects
Independent Study students work with me directly on a jointly designed, semester-long capstone project. The individually-based coursework deeply explores a topic or problem with roots in advertising, branding or marketing. Once we define the problem and discussion points, I then design a course with clearly defined benchmarks, timing and scope for the project to be completed. In the past students have focused on magazine design layout; web site competitive analyses, information architecture and design; and even a re-branding project for Temple's School of Communications and Theatre which included qualitative analyses, competitive research and recommendations.