Creative Direction of an Advertising Spot (Spanish, Multisub)

Learn to face a direction pitch for stop motion and mixed media from the brief to the post-production By the hands of Javier Lourenço – director of advertising specialized in animation and mixed media who has worked for clients such as Volkswagen, Bayer, Movistar, Toyota, Ikea, Unilever, Telefonica or MTV and member of the Flamboyant Paradise duo in the studio Gizmo- have spent countless hours of footage that have ended up becoming successful commercials, short films or video clips. However, to win all these projects he first had to present a pitch.

Therefore, in this course you will learn the creative process faced by the multi-technical directors from the moment they receive a script, until the production is finished, to compete for the development of advertising pieces of different techniques such as mixed media, stop motion, animation 2D and 3D. With it you will learn to design and write a complete management project to win advertising projects.

About this course You will begin by getting to know the work and career of Javier, who will tell you about his beginnings in an agency as an art director. You will discover directors, studios and production companies that inspire you the most and that have helped you to forge your personal and eclectic style.

Then he will talk about the essential steps to win management projects, focusing on storytelling, visual references, choice of technique, art direction, character design and sets and locations.

Analyze with Javier two different projects and study the decisions that were made in the treatment, preproduction, filming and postproduction.

Finally, you will work on two different projects, one of mixed media and another of stop motion. You will focus on two different scripts and will make an address and boardomatic storyboard, including sound effects and soundtrack, that will help you make a more solid and effective presentation to win your projects.

What is this course’s project? You will have two creative scripts to turn the brief of an agency into a real cinematic script for an advertising spot.

Who is it for? Advertising students, young directors, art directors and anyone interested in audiovisual production.

What you need Prior knowledge of any kind is not essential, beyond being familiar with audiovisual culture, although it is advisable to have basic notions of film, production and art direction.

With respect to the materials, you will need a computer in which you must have installed Adobe Photoshop, Adobe Premiere, Adobe Illustrator, Keynote or PowerPoint and Adobe Acrobat. You will also need a pencil, a notebook, a rubber band.

01 – Presentation 02 – Influences 03 – Positioning as a director 04 – The history of the treatment 05 – Treatment General tips 06 – The content of the treatment 07 – From the script to the treatment 08 – Preproduction 09 – Filming 10 – Postproduction 11 – From the script to the treatment 12 – Preproduction 13 – The shooting of stop motion Creative Direction of an Advertising Spot_Subtitles.7z

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