Creative Direction of an Advertising Spot

A course by Javier Lourenço
Multi-technical director. Buenos Aires, Argentina.
On Domestika since 10/25/2017
, Multi-technical director

Learn to face a direction pitch for stop motion and mixed media from the brief to the post-production

  • Spanish with subtitles in English
  • 98% Positive reviews (43)
  • 1008 students
Creative Direction of an Advertising Spot

Learn to face a direction pitch for stop motion and mixed media from the brief to the post-production


  • Spanish with subtitles in English
  • 98% Positive reviews (43)
  • 1008 students
  • Online and at your own pace
  • Audio: Spanish
  • Level: Beginner
  • 14 Lessons (2h 6m)
  • Available from the app
  • Spanish, English, Portuguese
  • Unlimited access forever


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

Course table of contents

  • U1
    U1. What is a multi-technical director? Background and inspiration
  • U2
    U2. How to win direction projects Positioning as director and treatments
  • U3
    U3. Live action project with post-production. A very particular recipe
  • U4
    U4. Stop motion project. Chocolate fever at night
  • FP
    FP Final project
View details

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.

New to Adobe After Effects? In that case, we recommend taking Domestika Basics courses to learn how to use the software: Introduction to After Effects.


Reviews

1008 Students
43 Reviews
98% Positive ratings

Javier Lourenço

A course by Javier Lourenço

TeacherPro
Multi-technical director

He graduated in Advertising in 1997 at the Universiad del Savador (Buenos Aires) and since then has worked as an art director at leading agencies such as Lautrec / Nazca Saatchi & Saatchi, CraveroLanis, Euro RSCG and DDB. He was creative director at the agency Del Campo / Nazca Saatchi & Saatchi and El Cielo de Agulla & Baccetti.

In 2006 he started working as a director of audiovisual projects working for the Amautalab creative studio and in 2009 he founded Flamboyant Paradise with Antoine Quairiat. Since 2017 he is also the director of GIZMO, an activity that is currently compatible with director of advertising, film and video clips in which he gives free rein to his eclectic multitechnical audiovisual repertoire that includes live action, mixed media, 3D animation, 2D, Motion graphics and stop motion


Contents

  • U1

    What is a multi-technical director? Background and inspiration

    • Presentation.
    • Influences
  • U2

    How to win direction projects Positioning as director and treatments

    • Positioning as a director
    • The history of the treatment
    • Treatment: General tips
    • The content of the treatment
  • U3

    Live action project with post-production. A very particular recipe

    • From the script to the treatment
    • Preproduction
    • Filming
    • Postproduction
  • U4

    Stop motion project. Chocolate fever at night

    • From the script to the treatment
    • Preproduction
    • The shooting of stop motion
    • Postproduction
  • FP

    Final project

    • Final project

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Frequently Asked Questions

  • Domestika's courses are online classes that provide you with the tools and skills you need for completing a specific final project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the instructor and other users, thus creating a dynamic course community.

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Creative Direction of an Advertising Spot. A 3D, Animation, Photography, and Video course by Javier Lourenço

Creative Direction of an Advertising Spot

A course by Javier Lourenço
Multi-technical director. Buenos Aires, Argentina.
On Domestika since 10/25/2017
  • 98% Positive reviews (43)
  • 1008 students