City University of Hong Kong
Course Syllabus
offered by School of Creative Media
with effect from Semester A 2017 /18
Part I Course Overview
Course Title: Art Direction
Course Code: SM3131
Course Duration: One semester
Credit Units: 3
Level: B3
Arts and Humanities
Study of Societies, Social and Business Organisations
Proposed Area:
(for GE courses only) Science and Technology
Medium of
Instruction: English
Medium of
Assessment: English
Prerequisites:
(Course Code and Title) Nil
Precursors:
(Course Code and Title) Nil
Equivalent Courses:
(Course Code and Title) Nil
Exclusive Courses:
(Course Code and Title) Nil
Course Syllabus 1
Jun 2017
Part II Course Details
1. Abstract
(A 150-word description about the course)
Art Direction is an inseparable part of dramatic movie making, which sets a consistent visual
tone of the entire movie through the creative control of color, texture, compositions, light source
etc.. With in-depth case studies, it’s the aim of the course to equip students with the knowledge
and technique of art direction. Equal emphasis is placed on training students’ creative visual
treatment in translating senses, thoughts and feelings into moving images. It also aims at
stimulating and equipping students with the necessary skills to create their own unique visual
expression and style. Students of the course are expected to apply such knowledge and skill in
their own project.
2. Course Intended Learning Outcomes (CILOs)
(CILOs state what the student is expected to be able to do at the end of the course according to a given standard of
performance.)
No. CILOs# Weighting* Discovery-enriched
(if curriculum related
applicable) learning outcomes
(please tick where
appropriate)
A1 A2 A3
1. Explore the professional world of art direction ✓
2. Experience the hand-on production process of executing ✓ ✓
artistic vision into well-structured moving images
3. Acquire art direction techniques from pre-production to ✓ ✓
post-production stages and apply the aesthetic and
technique of art direction in a narrative project
4. Create a visually rich video that demonstrate strong sense ✓ ✓ ✓
of artistic control and craftsmanship in art direction
5.^ Transform basic technical competence into a unique style ✓ ✓
or personal signature
* If weighting is assigned to CILOs, they should add up to 100%. 100%
#
Please specify the alignment of CILOs to the Gateway Education Programme Intended Learning outcomes
(PILOs) in Section A of Annex.
^ Negotiated Learning Outcome (NLO) explicitly articulating the elements of Discovery oriented
learning.
A1: Attitude
Develop an attitude of discovery/innovation/creativity, as demonstrated by students possessing a strong
sense of curiosity, asking questions actively, challenging assumptions or engaging in inquiry together with
teachers.
A2: Ability
Develop the ability/skill needed to discover/innovate/create, as demonstrated by students possessing
critical thinking skills to assess ideas, acquiring research skills, synthesizing knowledge across disciplines
or applying academic knowledge to self-life problems.
A3: Accomplishments
Course Syllabus 2
Jun 2017
Demonstrate accomplishment of discovery/innovation/creativity through producing /constructing creative
works/new artefacts, effective solutions to real-life problems or new processes.
3. Teaching and Learning Activities (TLAs)
(TLAs designed to facilitate students’ achievement of the CILOs.)
TLA Brief Description CILO No. Hours/week (if
1 2 3 4 5 6 applicable)
Lecture and In-depth analysis on the works of ✓
Demonstration
and Analysis art direction in film and television
report with demonstration of clips from
TV and movie and class
discussion
Lecture and Perform a series of exercises in ✓ ✓
Demonstration
and Practice areas of art research, color
consistency, color contrast,
texture, composition etc..
Demonstration The making of an art direction ✓ ✓ ✓
and Practice showreel
4. Assessment Tasks/Activities (ATs)
(ATs are designed to assess how well the students achieve the CILOs.)
Assessment Tasks/Activities CILO No. Weighting* Remarks
1 2 3 4 5 6
Continuous Assessment: 100%
Critique on class materials ✓ 20%
Individual video exercises with ✓ ✓ ✓ 20%
specific assigned theme
Individual and group ✓ ✓ 20%
presentation on exercises and
work in visual styles and art
direction
Final individual project ✓ ✓ 30%
In- class participation ✓ ✓ ✓ ✓ 10%
Examination: 0% (duration: , if applicable)
* The weightings should add up to 100%. 100%
Course Syllabus 3
Jun 2017
5. Assessment Rubrics
(Grading of student achievements is based on student performance in assessment tasks/activities with the following rubrics.)
Assessment Task Criterion Excellent Good Fair Marginal Failure
(A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
1. Critique This assessment will Rich content, Adequate Adequate content, Weak content, Inadequate content,
grade on rationality, excellent ability content, fair ability to limited use of no/ irrelevant use of
clarity and fluency of to interpret and sufficient ability integrate various resources resources
argument and comment.
integrate various to integrate resources based Poor organization, No organization,
The threshold of
resources various on demand structure and structure or/and
‘discovery’ lies in a
Rigorous resources based Fair organization composition composition
student’s ability to
organization, on demand with adequate Relevant points to Irrelevant points to
negotiate a position that
coherent Reasonable structure and the subject matter, the subject matter,
is informed, defendable,
structure, organization composition marginal ability to no ability to interpret
and standing on
systematic with balanced Relevant points interpret opinions opinions
personal insight.
composition structure and made to the Ability to respond to Fail to respond to
Precision in composition subject matter in other comments in other comments
argument, well Clear question simple terms
defined and elaboration of Ability to respond
reasoned points ideas that sticks to other
of view to the point, statements and
grounded in with clearly engage in class
insightful differentiated discussion
interpretation of issues, ability to
existing interpret
literature opinions
Readiness to independently
respond to peer Sufficient
Course Syllabus 4
Jun 2017
Assessment Task Criterion Excellent Good Fair Marginal Failure
(A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
opinion and responses to
other views peer comments
initiated in class to sustain a
discussion discussion
Discussion shed
light on new
dimensions of
the issue
2. Video Project Students should Work has strong Strong Basic appreciation Marginal No appreciation of
demonstrate ability to affective quality appreciation, and/or application appreciation of the the aesthetics and
utilize primary and and the exploration of the aesthetic aesthetic and expressive qualities
secondary sources,
articulation of and/or and expressive expressive qualities of the medium
execute creative ideas
personal styles application of qualities of the of the medium Fail to create
and projects. The
and signature the aesthetic and medium Marginal ability to project/ work that
threshold of ‘discovery’
Excellent expressive Limited ability to create project/ work demonstrate the
lies in a student’s
appreciation, qualities of the create project/ that demonstrate the processes of
proactively turning
exploration medium work that processes of thinking and creative
theory into praxis, to
and/or Ability to create demonstrate the thinking and creative exploration
transform course
application of project/ work processes of exploration Minimal adjustment
material into self-owned
the aesthetic and that demonstrate thinking and Limited adjustment of plans and
authorship.
expressive the processes of creative of plans and strategies in
qualities of the thinking and exploration strategies in response to
medium creative Adjustment of response to resources (time,
Work raises exploration plans and resources (time, space, equipment,
questions and Proper strategies in space, equipment, etc) available
instill insights adjustment of response to etc) available
Course Syllabus 5
Jun 2017
Assessment Task Criterion Excellent Good Fair Marginal Failure
(A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
about the plans and resources (time,
process of strategies in space, equipment,
conception, response to etc) available
creative resources (time,
strategization space,
and production equipment, etc)
Innovative available and
exploration by constructive
combining feedback/
knowledge from suggestions
different
disciplines (e.g.
mathematics,
psychology,
physics,
anthropology,
etc.) to create an
inter-disciplinar
y project
Efficient
adjustment of
plans and
strategies in
response to
resources (time,
space,
Course Syllabus 6
Jun 2017
Assessment Task Criterion Excellent Good Fair Marginal Failure
(A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
equipment, etc)
available with
constructive
adjustment
3. Individual/ Group This assessment will Rich, Adequate Adequate content Weak content, loose Inadequate content,
Presentation grade on content and informative content with with grasp of the general fail to identify the
fluency of presentation. content, firm grasp of the comprehensive ideas with some general ideas with
Students should show
excellent grasp material that grasp of the knowledge of the knowledge of the
their co-operation to
of the material informs the material subject matter subject matter
conduct a
with in-depth audience on a demonstrating Poor organization, No organization,
well-organized
and extensive subject matter basic knowledge structure and structure or/and
presentation with their
knowledge of Reasonable of the subject composition composition
own argument and
the subject organization, matter Poor presentation Poor presentation
evidence from readings
matter balanced Fair organization, skills: marginal skills: marginal
and notes. The
Rigorous structure and weak structure pronunciation, pronunciation,
threshold of ‘discovery’
organization, composition and composition expression and expression and
lied in a student’s self
coherent Good verbal Fair presentation diction, poor diction, minimal
initiatives to conduct
structure, and communication: skills: acceptable time-management time-management
additional research and
systematic comprehensible pronunciation,
to personalize theories
for her/his personal exposition with pronunciation, expression and
daily experience. a strong sense of fluent diction, fair
narrative expression and time-management
Superior diction, fair
presentation time-manageme
skills: distinct nt
pronunciation,
Course Syllabus 7
Jun 2017
Assessment Task Criterion Excellent Good Fair Marginal Failure
(A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
fluent
expression and
appropriate
diction, exact
time-manageme
nt
Critical analysis
with insightful
comments
opening up new
issues, or
suggesting the
ability to
theorize
Note: All A+/A/A- grade assignment should comply with the highest performance of Discovery-oriented learning.
Course Syllabus 8
Jun 2017
Part III Other Information (more details can be provided separately in the teaching plan)
1. Keyword Syllabus
(An indication of the key topics of the course.)
Role & Responsibilities of an Art Director
Translating senses & feelings into visuals
Color Movement, Rhythm in Color
Art Direction in relation with Light, Camera Movement, Wardrobe, MakeUp
Creating and maintaining a visual tone in a movie
Establishing time and space with tonal changes
Painting with Art Direction
Neo Expressionism in Art Direction
Video collage
In-depth case studies
2. Reading List
2.1 Compulsory Readings
(Compulsory readings can include books, book chapters, or journal/magazine articles. There are also collections of
e-books, e-journals available from the CityU Library.)
1. To be determined by instructor
2.2 Additional Readings
(Additional references for students to learn to expand their knowledge about the subject.)
1. Nil
Course Syllabus 9
Jun 2017
