Creative Direction

It takes a lot to be a great creative director. Most notably, years of consistently producing fantastic creative work. Every creative director has to start somewhere, and the best place to start is SCA. Whether you want to go down the art direction or copywriting route, our portfolio school puts you firmly in position to take adland by storm. Did we mention we’re the most awarded ad school in the world?

At SCA we want to help you become the best art directors and copywriters in the world. And if you want, the best creative directors in the world. It all starts with learning your craft, and there’s no better place to learn it.

 

Integrated Classes

Art directors and copywriters attend all classes and workshops together, and have access to the same incredible list of mentors. That puts you in a great position to explore your skills and choose the right path, and to find a partner to complement your skill-set. It will also allow you to work both visually and linguistically, which will help you to direct teams on both disciplines down the line.

We see students come to the school who already know whether they want to be an art director or a copywriter, and some who realise it’s what they want to do after they’ve arrived and tried each out for a while. Whether you decide that one is for you, or you want to dabble in both, there’s plenty to learn at SCA.

We’ll help you to think visually and with words, and use both to great effect to get your great ideas across. There are classes on creative techniques, and different schools of thought that can help you to open your mind and reach better ideas. You’ll get help to make the most of your time, and will be guided to find your own processes and the best way to work. Everyone works differently.

 

What You’ll Learn

Our course simulates a workplace environment, and with great links within industry you’ll be going into the working world with your eyes wide open. You’ll work as teams on a range of briefs, including live ones, and gain creative direction from the faculty and mentors, just as you would in an agency setting. By the time you leave, you’ll be prepared for the pace and pressure of a placement or job.

We’ll teach you to balance your visuals with copy, and vice versa, and show you how they should complement each other. We’ll inspire you with examples of amazing advertising, bringing in a raft of mentors, and scheduling masterclasses to enrich your minds. One of which is our Thursday Culture Club, where we look at the work of some of the most inspiring people in the industry. They’ll show you what they’ve achieved, tell you how they did it, and give you an insight into their lives and roles, which you can learn from and apply to your own journey.

You’ll also learn the art of layout. We will hammer home the grid, until everything you do is perfectly spaced, aligned, and looking beautiful. Not only this, but you’ll also leave the School of Communication Arts writing incredible headlines. Iteration. Iteration. Iteration. We’ll have you writing sheets and sheets until you find the perfect words, and you’ll have heaps of mentors on hand to help.

We’re strong believers that great work is 80% great idea, and 80% craft, so we’ll teach you both here at SCA.

 

Mentors

You’ll be introduced to over 800 mentors during your time at SCA. This includes our multi-award winning team of regular mentors, who will be in the studio every week, as well as big-name guest mentors such as Dave Trott, Rory Sutherland, and Sir John Hegarty. You’ll never be short of guidance, inspiration and support. You can meet a few of our regular mentors below.

Vikki Ross
Vikki is the Queen of Copy. She’ll show you the difference between passive and active, and will be there to hammer home that less is always more. When she’s not busy freelance copywriting for some of the world’s biggest brands, she’s on twitter posting examples of great copywriting, especially in places where you wouldn’t expect it. She’s also the creator of #copywritersunite, which hosts regular get-togethers, and runs the hilarious twitter account @agencyquotes.

Ian Hands
Ian is our head of craft. He knows his way round a mac better than anyone, and is always about to teach you a new skill, or help you to brush up on old ones. In fact, there’s not much he hasn’t turned his hand to. From typography, to art, to animation, to 3D design, there’s always something new to learn from Ian and his experience in the industry.

Deanna Rodger
After becoming the youngest UK Poetry Slam Champion in 2007, Deanna has only improved. She’s a poet, an actress, a spoken word performer, and co-founder of Chill Pill, a popular spoken word event that takes place in London. She’s at the cutting edge of underground poetry, and you won’t find a more excited person to help you to push your work forwards.

Rob Binfield
Rob is our art direction mentor, although that’s not all he does. He started his creative career early, taking a place at art school when he was just 16. Throughout his life, he’s dabbled in art, advertising, music, and more. He now owns his own creative agency, and is most often found with a sharpie in his hand and a stack of scamps on his desk. He’ll have you doing the same in no time.

Pete Cain
Pete pops in a few days a week to tell you to start again. He’s a firm believer that there’s always a better idea, and will push you to make your work the best that you possibly can. He might point out all the holes, but he won’t leave until he’s helped you to fill them all in again. When he’s not mentoring at SCA, he’s a freelance creative, and when he’s not doing either of those, he’s a stand-up comedian and a director.

Julian Hanford
Julian spent most of his career in advertising as a creative director and commercials director, before calling “that’s a wrap!” and launching into another career as an artist and photographer. He now specialises in conceptual portraiture, and has shot some of the biggest names in advertising (his Facebook friends list is more impressive than most of our students’). He’s always happy to lend a hand with a smile on his face, especially when it comes to rigging up the studio lights and clicking the shutter on the school’s cameras.

John Griffiths
John has worked for so many agencies and clients that his CV has a search function. He’s one of the industry’s best planners, and can turn any old brief into a simple, effective, and clear strategy in seconds. After 30 years in advertising, he has more insight that most agencies. He’s the guy to go to at the beginning of the process when you’re figuring out what you want to say, how to say it, and who to say it to.

 

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