# Creative Direction of an Advertising Spot | Domestika

> Un curs de Javier Lourenço · 3D & Animation · Începător
> 1 lecție ( 2h 7m ) · 98 % din evaluările studenților de 83 sunt pozitive

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.

## Pentru cine este acest curs online?

Advertising students, young directors, art directors and anyone interested in audiovisual production.

## Care este proiectul acestui curs?

You will have two creative scripts to turn the brief of an agency into a real cinematic script for an advertising spot.

## Cerințe și materiale

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.

## Conţinut

### What is a multi-technical director? Background and inspiration

In this unit I will share my most relevant works since I started as a trainee in art direction in my first advertising agency until the last jobs I did as a director. 

 Then I will show you the multitechnical directors and producers of animation and mixed media that always inspired me in my work.

### How to win direction projects Positioning as director and treatments

In this unit I will give you some tips on how to position yourself as a director in the local and global market. Then I do a brief review of how the need for agency and client was arising to ask the producers to prepare a management treatment. 

 I will share general tips to write that treatment based on the script and production brief of the agency and I will also guide you through the items to be taken into account in the content of the treatment.

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

In this unit I explain the management and production process for a live action commercial with post-production for the Metod Kitchens product from Ikea Southeast Asia. 
 This commercial was filmed in Buenos Aires and the agency was BBH Singapore.

### Stop motion project. Chocolate fever at night

In this unit I explain the process of direction and production for a stop motion commercial for the product Chocobar (Rice bar with chocolate) of the Gallo Snacks line of the Argentinian brand Molinos Río de La Plata

## Audio și subtitrări

**Audio:** Spaniolă

**Subtitrări:** Spaniolă, Engleză, Portugheză

[Creative Direction of an Advertising Spot](https://www.domestika.org/ro/courses/245-creative-direction-of-an-advertising-spot)