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Relatório de estágio na agência de publicidade Uzina: a direção de arte na resposta ao briefing criativo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 61.91 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente Relatório de Estágio tem por finalidade retratar os quatro
meses de estágio curricular desempenhados na Agência de
Publicidade UZINA, no período compreendido entre 30 de agosto de
2021 e 14 de janeiro de 2022. Ao longo do relatório, serão descritos
o percurso e o desempenho da aluna enquanto Diretora de Arte
Júnior, bem como os diversos projetos e desafios nos quais teve a
possibilidade de participar, enquanto elemento integrado em Dupla
Criativa.
O objeto de estudo da investigação debruça-se sobre as funções que
desempenhou ao longo do estágio, a partir da sua integração no
Departamento Criativo da Agência. Em especial, destaca-se a
problemática associada à forma como a Direção de Arte responde a
Briefings Criativos.
A motivação em abordar a temática em causa centra-se em clarificar
a função que a Direção de Arte desempenha, no contexto publicitário,
de forma a desmistificartodos os procedimentos diários que a mesma
atravessa na resposta a Briefings Criativos. A partir de uma melhor
compreensão da área de atuação do Design e da Publicidade em
contexto profissional, pretende-se ainda esclarecer potenciais alunos
interessados em introduzir-se neste meio.
Posto isto, a abordagem e metodologias aplicadas definem-se, por
um lado, na pesquisa e recolha literária sobre os conteúdos teóricos
inerentes à problemática e, por outro lado, numa análise minuciosa
de dois casos práticos desenvolvidos para as marcas IKEA e FREE
NOW.
This Internship Report aims to portray the four months of curricular internship carried out at the UZINA Advertising Agency, in the period between August 30, 2021 and January 14, 2022. Throughout the report, the path and performance of the student as Junior Art Director will be described, as well as the various projects and challenges in which she had the opportunity to participate, as part of the Creative Team. The object of study of the research focuses on the functions that she performed throughout the internship, from her integration into the Creative Department of the Agency. In particular, the problem associated with the way in which the Art Direction answers to Creative Briefings is highlighted. The motivation to approach this subject is centred on clarifying the role that the Art Direction plays in the advertising context, in order to demystify all the daily procedures that it goes through when answering to Creative Briefings. From a better understanding of the area of action of Design and Advertising in a professional context, it is also intended to clarify potential students interested in entering this field. Having said this, the approach and methodologies applied are defined, on the one hand, in the research and literary approach on the theoretical contents inherent to the problematic and, on the other hand, in a detailed analysis of two practical cases developed for the brands IKEA and FREE NOW.
This Internship Report aims to portray the four months of curricular internship carried out at the UZINA Advertising Agency, in the period between August 30, 2021 and January 14, 2022. Throughout the report, the path and performance of the student as Junior Art Director will be described, as well as the various projects and challenges in which she had the opportunity to participate, as part of the Creative Team. The object of study of the research focuses on the functions that she performed throughout the internship, from her integration into the Creative Department of the Agency. In particular, the problem associated with the way in which the Art Direction answers to Creative Briefings is highlighted. The motivation to approach this subject is centred on clarifying the role that the Art Direction plays in the advertising context, in order to demystify all the daily procedures that it goes through when answering to Creative Briefings. From a better understanding of the area of action of Design and Advertising in a professional context, it is also intended to clarify potential students interested in entering this field. Having said this, the approach and methodologies applied are defined, on the one hand, in the research and literary approach on the theoretical contents inherent to the problematic and, on the other hand, in a detailed analysis of two practical cases developed for the brands IKEA and FREE NOW.
Description
Keywords
Publicidade Direção de arte Briefing criativo Agência UZINA Processo criativo de ideias Processo de execução visual