Art Direction & Copywriting
First level Specializing Master at the Politecnico di Milano.
The Master's where you work with creative directors.
XI Edition - in Italian
February 2021
Sectors
 
The Specializing Master will begin on February 2021 and will end on February 2022.
 
The Specializing Master is a laboratory, structured as a creative department where, in addition to a deep practical activity, are connected research and design through experimentation which is a fundamental requirement given the extraordinary competition of new media, languages and dynamics.
The young designers will work as in a communication agency, in a couple or in groups, under the supervision of Creative Directors of the most important Italian and international communication agencies, dealing with multiple briefs with various complexities.

Didactic course

This Specializing Master brings together research modules on innovation in the field, on new technology, and on Italian and overseas state-of-the-art creativity and project work.  These modules put in place the same dynamics that pertain in real-world work but open to out-of-the-ordinary experimentation.

Didactic modules

  • Marketing
    Communication as a strategic factor, Corporate communication, communication to the consumer, Elements of Marketing, New visions of marketing, marketing mix, Direct mk, guerrilla mk , Brand market strategy, Social Networking, Brand and corporate identity, target segmentation and new styles of consumption.
  • Media
    Traditional media and new media, case history of national and international advertising campaigns compared to the media used.
  • Techniques of creative writing
    Thinking, research, knowledge and experimentation of how to create the identity and the communication of a brand. Methods and creative processes. Copywriting and global communication. The journalistic writing and writing forms for traditional and new media. The principles of copywriting: how to write an advertising text. Copy strategy, head-line. How information is transmitted. How you deal with creative work of writing in an advertising campaign. Working with the art director and the creative couple. The U.S.P (unique selling proposition). The interpretation of a brief strategic: from brief to the creative campaign. The creative approach in relation to different media.
  • Visual languages
    Thinking, research, knowledge and experimentation of how to create the identity and the communication of a brand. Methods and creative processes. History of advertising in the world. Research, culture, and the encyclopedia of images, from prehistoric graffiti to more contemporary forms (art, photography, film, web, comics, illustration, graphic, dance, theater, etc.). The work of art director. How to prepare a draft of communication along with the copy. How to build a campaign on all media, traditional and new. The tools of art director: from technical manuals to digital techniques.
  • New media for communication
    As a creative idea is declined, from the logo to the page, the posting, on the radio, cinema, television, the web, the guerrilla, to ambient, the viral, the cross mediality, and all that it is currently configured as media.
  • Empowerment
    Self-awareness. Team building. Self-training.
  • Stage
  • Laboratory in the agency - optional depending on availability of the Agency*
  • Social communication laboratory - as an alternative to the Laboratory in an agency*

*the two teachings are not complementary, but exclusive.

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Art Direction & Copywriting

 

Tuition and Fees
The total cost is € 13.000 per student.
For Politecnico di Milano students, € 10.000.
Goals
  • Know the change of the Brand system
  • Know all the areas of communication
  • Creation of creative communication projects for classic and new media
Teaching Plan

The Specializing Master will begin on February 2021 and will end on February 2022.

Venue

POLI.design, Via Don Giovanni Verità, 25 - 20158 Milan

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