Creative Direction of an Advertising Spot
A course by Javier Lourenço, Multi-technical director
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.
What will you learn in this online course?
14 lessons & 47 downloads
What's included in 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.
- 98% positive reviews (83)
- 2,219 students
- 14 lessons (2h 6m)
- 47 additional resources (16 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese
- Level: Beginner
- Unlimited access forever
Recommended software & tools for this course
Adobe After Effects
Adobe Illustrator
Adobe PremiereWhat 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.
Projects by course students
Who is this online course for?
Advertising students, young directors, art directors and anyone interested in audiovisual production.
Requirements and materials
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
Javier Lourenço
A course by Javier Lourenço
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
Content
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U1
What is a multi-technical director? Background and inspiration
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Presentation.
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Influences
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U2
How to win direction projects Positioning as director and treatments
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Positioning as a director
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The history of the treatment
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Treatment: General tips
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The content of the treatment
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U3
Live action project with post-production. A very particular recipe
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From the script to the treatment
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Preproduction
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Filming
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Postproduction
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U4
Stop motion project. Chocolate fever at night
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From the script to the treatment
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Preproduction
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The shooting of stop motion
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Postproduction
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FP
Final project
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Final project
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
Yes, this course is designed for people with intermediate experience in directing, animation, or audiovisual production who want to refine multi-technique skills and broaden their knowledge in creative and advertising projects.
It’s recommended to have basic knowledge or prior experience in animation, art direction, or audiovisual production to fully benefit from the intermediate content covered in the course.
You’ll learn how to combine techniques like stop motion, 3D animation, live action, and mix media in advertising projects and short films, plus how to develop treatments, audiovisual presentations, storyboards, and creative pitching strategies.
You’ll need access to 2D/3D animation tools, editing software (such as Keynote, After Effects, Photoshop), materials for models (paper, foam, props), and basic recording or photography equipment.
Yes, the course focuses on creating and directing advertising campaigns, commercial spots, and short films using innovative techniques and visual resources for professional settings.
The course covers 3D animation, stop motion, art direction, storytelling, researching and selecting visual references, pitching, character design, storyboarding, and full pre- and post-production processes.
Yes, you’ll learn to develop and present directing treatments, create effective audiovisual presentations, and deliver professional pitches to agencies and clients.
Adobe After Effects
Adobe Illustrator
Adobe Premiere
Excelente curso, muy creativo!
Excelente curso
Buen curso, aplia la vision a nuevos proyectos
Um curso incrível. Adorei fazzer e já estou aplicando as técnicas que aprendi. Parabéns.
Course is nice