Mastercrafts
Overview
Rethinking Art Direction
Alexandra Taylor is famous for doing things differently: not once, but time and time again. In this single, intensive day of inspiration and enquiry, she will demand that you do the same.
Be prepared to question everything: your working practices, your habits, and your whole approach to the craft. This is a hands-on session that pitches you against some of the greatest art directors around. It’s not for the faint-hearted. Working alongside Alexandra, you’ll experiment with alternative approaches that’ll force you to see things differently and won’t allow you to play safe. You’ll sharpen your critical skills, break a few taboos, confront challenging opinions from surprising sources and take away a whole bunch of useful new techniques.
The Benefits
- A radical overhaul of your craft skills
- A sharpening of your critical instincts
- Invaluable critical insights from first class art directors
The Session Leader
Your session leader is Alexandra Taylor, one of the most successful Art Directors in the UK and indeed the world. In her career, Alexandra has worked in advertising agencies such as Saatchi & Saatchi, Wieden & Kennedy and with such luminaries as Paul Arden. She has been recognised by D&AD for her outstanding contribution to advertising and among her accolades are over 200 mentions in the D&AD Annual. She currently works freelance as a Senior Art Director as well as training and coaching creative industry professionals.
The Preparation
An exercise will be sent by email a couple of weeks ahead of the session. Please bring your finished exercise to the workshop, as well as an image of your all time favourite press or poster ad. It can be an individual ad or a campaign.
The Feedback
'This put the fire under my rear to get back to work and become a GREAT Art Director'
'...overwhelming, inspiring and something I will take with me through my career - a true privillage'
'...very positive and constructive...'
'5 out of 5, this was a wake up call'
'Relevant and Inspiring'
'Alexandra is awesome!'
