Art direction


Program Description

Art direction

More than letting beautiful, it needs to think creatively.

In Miami Ad School / ESPM an art director is done the way the market wants: complete.

Do the layout is no longer enough. An art director needs to know how to create, conceptualize and even write.

As if that were not enough, you can learn in one of the most beautiful cities in Brazil: Rio de Janeiro. The world's eyes are focused here.

How about turn their eyes to the world? The Miami Ad School / ESPM is a school of global excellence. Here you will learn how to make, remake and do it again. After that, you will be able to take your career to where you want. They say to shine you have to be in the right place at the right time. So if you have not woke up, here's a tip: The time is now. The place is Rio de Janeiro.

In the end, go missing adjectives to describe their work, as well as lacking to describe Rio.



In this course you will work hard. You will not think only of formats: prints, banners, films. You will think of a BIG IDEA. Something greater than can multiply across multiple platforms without losing strength or brilliance. Will understand that today all communication work is integrated. All actions talk to each other and are not just adapted copies. There is even a category at the Cannes Film Festival for this: Titanium and Integrated Lions Awards.


The world of ideas is not limited to traditional campaigns. Today the customer expects you to have ideas to improve his business. Bright ideas, fresh and that the consumer is involved. In this course the student will think something that can add to the product (example: speakers of Skol cans) and, from that idea, it created an integrated communication platform.


First of creative can not feed only propaganda. Not least because the world is full of influências.Vamos talking about pop culture. Increasingly advertising and pop culture mix. Increasingly advertising wants to be part of pop culture in a sociedade.Você have to start producing pop culture brands and products. And what exactly is a pop product? In this course, we deepen the discussion and investigate various cultural and artistic phenomena of comics to cinema, from literature to music. Part of the classes has invited as musicians, animators, cartoonists, etc., who share with the students their practical experiences.


This course develops skills in various styles and layout techniques, from the most basic to the most complete layout sketch. We emphasize the importance of not over-use the computer. The computer will never have an idea; you will not find their concepts in it.


You are creative and know nothing about web? Now you are going to have to understand. The online world and the offline world are increasingly a single world. And all have to learn creative thinking ideas, no matter the means. In this first digital discipline, the student will have a balance of conceptual and technical part. But do not fear, we will not be boring. You will understand the communication scenario; as it was and where it goes; types of digital interfaces; digital technologies; forms of Internet advertising: banner with simple interaction / Richmedia / e-mail marketing; hot sites / websites / social networks, sponsored links and whatever else invented until the start of school.


In this course you will think big digitally speaking. You will understand how to think the campaigns. Magnifying a creative concept in various digital formats. Have ideas that talk together and create an unforgettable experience for the consumer. Will discuss famous cases and think formats that do not exist yet. You will learn to think and use new technology, understand new vocabulary.


Nothing is much talked about, so celebrated in the world of technology than social media and mobile. No customer today worth its salt can stay out of social networks. You will study award-winning classic cases and learn to have ideas using social media. It will also understand that the mobile phone is the mainstream media of the 21st century. Will understand how to think an application for mobile and how to put this idea into a larger context.


The 30 seconds are not alone. Today, write a creative script has numerous advertising solutions. Whether it's TV commercial, film or other screens like cell phones and computadores.As linear and classical narratives coexist with the irreverence of the Internet and viral.


Present ideas is as important as having ideas. In this course you will learn how to best present their work. The best tell an idea. The make a well made board, just like the agencies fall under the major international awards. Will understand how to create a videocase. An integrated campaign today need a good videocase show.


This course will teach you the basic skills of photography, how the camera works, lenses and what type of film used for different types of conditions. Another goal is to teach you how to use the camera for creative visualization. Remember, this school totally discourages the use of photographs of image banks. The student must become a good photographer and never depend on a catalog of photographs taken by others.


You will review studio lighting and studio problems and then deepen the types of difficult tasks that arise in a publicity photo studio. The tasks are varied: Unusual requirements of lighting, fashion, groups of people, color balance and portraits. You will study the photography business, including how to win / retain customers, how to charge for their work and to receive fair and deserved.


The games area yields now more money every major Hollywood productions added. This is an audience that can not be neglected when we seek new channels for messages. This course aims to base the student with concepts games, boardgames, advergames, serious games and ARGs (Alternate Reality Games) as communication tools. Classes will be expository, with cases analysis, group discussions and some exercises in laboratories.


In this course you will have contact with the process of illustration, its techniques and styles. Learn how to communicate through the illustration in advertising, always emphasizing its basic concepts: light, shadow and perspective.


The course teaches the student the concept of raster image through the Adobe Photoshop program use. Resolution, size, dimension, color depth, editing techniques, imaging and illustration. Color theory, production for electronic media, are among the topics covered. Merging the technical concepts required for classes that students acquire an understanding of the application with the practice of software, we take the student to seek their own solutions for the implementation of his ideas, separating creation and technique.


The course teaches the student the concept of vector image through the use of Adobe Illustrator and InDesign programs. Starting with the design of the study and illustration students learn the basics of vector edition (anchor points and vectors) and illustration techniques using Adobe Illustrator program. After presentation of concepts about print media and editorial production students learn the basic techniques of desktop publishing with Adobe InDesign program.


The course teaches the student which is hypermídia and how to produce it, starting with the planning and routing passing through drawings production techniques, animations, websites, etc., as well as basic concepts of programming and interactivity using the Adobe program Flash.


The purpose of this course is to make students fall in love the typographical form by studying the history of the types of printing. The important stylistic developments of the great designers types, past and present, are the design based types of printing.


This is a discipline of creation with production vision. You receive information about storyboards, camera techniques, sound effects, music, editing and basic understanding of how to plan a preproduction. And after all this, you still have to think about bright ideas scripts and produce them at the end of the course. We will let you know that a creative opinion and help a film director in a production business.


Here is the ABC of art direction. It is an eminently practical course designed to complement the formation art director in a specific way in formal aspects of function such as typography uses, photography, illustration and other graphics. It also aims to help students understand and determine weights and hierarchies of these graphics on the development of advertising campaigns, so let him establish the best way to express a particular concept or campaign idea in various forms of media, traditional or not.


Ok, you already know the basics. Now, will undergo to overcome and have very good ideas, above average. Bright ideas in content and execution. That fill the eyes of the most creative hard. This discipline is always given by a great art director of a large agency. As we said, we expect the worst even started.


In this course, students learn a variety of advertising techniques that will help you think creatively. The first steps to understand art direction and how an idea works visually.


What is a strategy? Brand strategy versus creative strategy? Why is it important to understand a strategy? Increasingly have to understand the creative planning and organizing reasoning. You have to make the way before creating. You want to be creative? So all that concerns him.


Ok, you can think a videocase. But, you know, real, do? This discipline was created so that the student has technical support to develop, edit, and whatever else it takes to produce your videocase. This lecture is given by a teacher who produces videocases earning Lions at Cannes. This is no small thing.


First discipline of advertising of course writing. His first contact with a more sophisticated propaganda vocabulary. Here you will understand that it all starts with learning to have ideas. Of all sizes and shapes. Learn writing techniques: developing texts and titles. Will take the first steps on conceptualization. Most of all, begin to develop a criterion. This will help you to distinguish what is a creative work and what is not. And, of course, will work great.

STUDENT Competitions

This course is an acid test for the student. In it, we study prized ideas and why they were awarded. And, as a class exercise, you participate in major international competitions for students. Our students have won several international awards. It's your turn. Is not it a challenge?


Advanced techniques of Photoshop software.


This discipline research leaders past and present in typographic design. The student reviews the history of the types and the extraordinary ancient designers of typefaces. Students apply what they learned to a variety of projects including posters, CD covers and booklets.


In controversial discussions about the survival of commercial TV and double pages of the magazine, there is a need to explore other ways never before thought media. In this discipline, your creative idea will go to places she never thought of being. Be pieces out of home (the traditional billboards to sophisticated modern street furniture) or alternative parts or guerrilla. Think outside the box.


Agencies are increasingly building lasting digital platforms for its customers. For these digital products are created, there are techniques derived from interaction design to help creative in the process. Among the subjects taught in the course are: research methodologies and synthesis, design thinking and strategy design, ideation processes aimed at creating digital products beyond main concepts of information architecture and usability.

Storytelling VIDEO

How to tell a transmedia story that unfolds across multiple platforms? How to make the brand to create their own content with the participation of their fans, so spreading your own story? In this lesson, we will see great success stories, learn to think for various media and meet professionals who are creating and producing transmídias stories to their customers.


This is the final discipline. In it, we will evaluate his two years of school and choose which the best pieces that will make up your portfolio. Select, say by the way, is also making new parts. No one leaves school without a portfolio, at least great. It's the rule! This quarter will be much harder than you might think. The goal is to develop a portfolio that reflects honestly your skills and strengths. It is the overhaul, a check-up of all that is going well or if we need to change something. This discipline has a great advantage: in addition to the orientation portfolio, you will have a lesson with a headhunter who will give tips on how you should present to the market. You will have 10 meetings with your advisor or live over the Internet. And in the end will present its portfolio in an event that combines portfolio night with graduation.

Last updated Mar 2020

About the School

Uma das escolas mais premiadas do mundo. Em 2002, por meio de uma parceria com a ESPM, a Miami Ad School chegou ao Brasil. Nesse tempo algumas tecnologias passaram, outras chegaram. Só uma coisa não p ... Read More

Uma das escolas mais premiadas do mundo. Em 2002, por meio de uma parceria com a ESPM, a Miami Ad School chegou ao Brasil. Nesse tempo algumas tecnologias passaram, outras chegaram. Só uma coisa não passou: as boas ideias. Read less
Rio de Janeiro