Creative Direction of an Advertising Spot
A course by Javier LourençoDirector multi-tehnic
A course by Javier Lourenço, Director multi-tehnic
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.
Ce vei învăța în acest curs online?
1 lecție & 1 descărcare
Positioning as a director
1 minut, 1 secundă
The history of the treatment
1 minut, 1 secundă
Treatment: General tips
1 minut, 1 secundă
The content of the treatment
1 minut, 1 secundă
From the script to the treatment
1 minut, 1 secundă
Preproduction
1 minut, 1 secundă
Ce include acest curs?
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.
Recommended software & tools for this course
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.
Proiecte ale studenților cursului
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.
Recenzii
- 3 luni în urmă
Excelente curso, muy creativo!
- 1 an în urmă
Excelente curso
- javosanvalPLUS2 ani în urmă
Buen curso, aplia la vision a nuevos proyectos
- 2 ani în urmă
Um curso incrível. Adorei fazzer e já estou aplicando as técnicas que aprendi. Parabéns.
- 2 ani în urmă
Course is nice
Conţinut
- U 1
What is a multi-technical director? Background and inspiration
- Presentation.
- Influences
- U 2
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
- U 3
Live action project with post-production. A very particular recipe
- From the script to the treatment
- Preproduction
- Filming
- Postproduction
- U 4
Stop motion project. Chocolate fever at night
- From the script to the treatment
- Preproduction
- The shooting of stop motion
- Postproduction
- FP
Proiect final
- Final project
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Întrebări frecvente
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.