VCDMA Concentrations

ADVERTISING DESIGN

The new and revised concentration Advertising Design (replaces Computer Graphics Art) addresses the current demand and industry needs for artists, designers and problem solvers. The concentration focuses primarily on print, graphic and web design, and will include additional coursework in advertising design, business and marketing, and provide art students an overview of the business of art/design. The objectives of the concentration are as to prepare graduates to enter a career in visual communication (design) with a focus on print based advertising, graphics and media. 



Students are empowered to continue their success and studies at the graduate level and beyond. Students will focus primarily on illustration and print design; and the integration of web design, multimedia and new media. Thus making graduates in this area more marketable and in demand. The Advertising Design concentration prepares students for careers in (but not limited to): graphic design, visual communication, advertising and print communications. Students also merge skills in traditional art with technology, marketing, business and design.  



Expected student learning outcomes:

After successful completion of coursework, portfolio reviews, exhibitions, internships and senior thesis projects, students will be able to:



• Organize the advanced elements of the visual language creating harmonious and unique designs for advertisement and communication


• Demonstrate the organizational principles that underline the effective manipulation of the optical elements in 2D and 3D space


• Demonstrate a full command of a variety of software packages and develop creative and effective problem-solving skills


• Apply techniques and concepts in image and page layout, typography, elements and principles of design


• Create professional examples, comps/mock-ups in visual communication including web, print package and product design


• Apply research on target audience/demographics to design strategies


• Develop advertising and visual marketing campaigns and case studies in design

Advertising Design (ADVD) Advisement Sheet


ANIMATION & MOTION GRAPHICS


The Animation & Motion Graphics concentration includes additional coursework in animation, communications (television/video production) and English (film studies and screenwriting), and provide art students an overview of the business of animation and motion graphics design. The concentration under the Visual Communication & Digital Media Arts, (BS) Major, allows students the opportunity to focus on a highly competitive and successful career option. 

The objectives of the concentration are as to prepare graduates to enter a career in animation (2D or 3D), motion graphics, compositing, special effects and new media.

They will also be empowered to continue their success and studies at the graduate level and beyond. Students will focus primarily on animation, sequential and time based art; including the integration of video and film production. The Animation & Motion Graphics concentration prepares students for careers in (but not limited to): 2D/3D animation, compositing, special effects, broadcast and motion graphics industries. Students also merge skills in illustration, art/design, new media and digital video/film production.



Expected student learning outcomes
:
After successful completion of coursework, portfolio reviews, exhibitions/screenings, internships and senior thesis projects, students will be able to:



• Organize the advanced elements and principles of art, design and animation


• Demonstrate the organizational principles that underline the effective manipulation of the optical elements in 2D and 3D space with animation and video; character and text/typographic-based animation


• Demonstrate a full command of a variety of design/animation and digital video, audio editing, compositing software packages and develop creative and effective problem-solving skills


• Utilize animation, motion graphics and compositing software to create 2D and 3D animation and graphics


• Apply successful usage of principles of animation; physics, motion


• Examine and use vocabulary of animation terms and techniques


• Design and produce scripts, treatments, animatics & storyboards


• Develop concepts and narratives for animation


• Assemble an entry-level portfolio of short animation projects and examples


• Develop advertising and visual marketing campaigns using animation, motion graphics and other time-based media (film/video)
 
Animation & Motion Graphics (ANIM) Advisement Sheet


DIGITAL CINEMA & TIME-BASED MEDIA

The Digital Cinema & Time Based Media concentration focuses primarily digital (narrative) video/film production, video and time-based art and film. Students will be introduced to writing, producing, directing and editing/compositing for various new and time-based, digital media and web-based media and to cinema and independent filmmaking and production in general.

Students will be introduced to writing, producing, directing and editing/compositing for various new media and digital media formats; and to the world of cinema and independent filmmaking in general. The objectives of the new concentration are as to prepare graduates to enter a career in visual communication with a focus on digital video, film and other time-based media. They will also be empowered to continue their success and studies at the graduate level and beyond. 

Expected student learning outcomes
:
After successful completion of coursework, portfolio reviews, exhibitions, internships and senior thesis projects, students will be able to:



• Organize the advanced elements of the visual language creating harmonious and unique designs for advertisement and communication
• Demonstrate the organizational principles that underline the effective manipulation of the optical elements over time in 2D and 3D space


• Demonstrate a full command of a variety of software packages and develop creative and effective problem-solving skills


• Apply techniques and concepts in cinema studies, video/film production, editing and compositing


• Apply typography, elements and principles of design to digital video/film projects

• Create projects using advanced cinema, narrative video and digital video/imaging techniques.


• Design and utilize projects incorporating sound processing, digital video, animation, motion graphics and editing software.


• Research, critique and discuss the work by professional film/video makers, designers, visual artists, web artists, animators, and others who use digital video and technologies in their work.


• Apply basic digital video processing techniques.


• Apply file management and data storage options including import/export/publishing considerations and codec’s, file formats for video.


• Assemble a cumulative portfolio or demo reel, DVD and website

Digital Cinema & Time-Based Media (DCTM) Advisement Sheet


DIGITAL MEDIA ARTS

The Digital Media Arts concentration prepares students for careers in (but not limited to): visual arts and exhibition, by combining digital arts and technology with traditional art making and research. Students may seek to integrate experimental design, drawing/illustration, painting, sculpture, video, photography with visual communication and new media.

The Digital Media Arts concentration provides students who are interested as artist/designers, in combining or integrating traditional art/design with digital technology. The concentration focuses primarily on multimedia, experimental and integrated art/design, with an emphasis on gallery exhibition and installation. 

This major is ideal for the student who may come from a background in painting for example, but also would like to combine this medium with digital art, new media, video, etc. This would also be ideal for a student that does not desire to enter a career in graphic design per se (print & web) but seek ways to conduct research balanced with art making, technology and exploration.

The objectives of the new concentration are as to prepare graduates to enter a career as a professional visual artist, with an emphasis on digital media and gallery/exhibition. 

They will also be empowered to continue their success and studies at the graduate level and beyond. Students will focus on the integration of research with digital art, installation and new media with traditional media.

The objectives of the new concentration are also to prepare graduates to enter a career as a professional visual artist, with an emphasis on digital media and gallery/exhibition. They will also be empowered to continue their success and studies at the graduate level and beyond. Students will focus on the integration of research with digital art, installation and new media with traditional media.

Expected student learning outcomes
.
After successful completion of coursework, portfolio reviews, exhibitions, internships and senior thesis projects, students will be able to:



• Organize the advanced elements of the visual language creating harmonious and unique designs for art, advertisement and communication


• Demonstrate the organizational principles that underline the effective manipulation of the optical elements in 2D and 3D space as well as interdisciplinary research and application


• Demonstrate a full command of a variety of software packages and develop creative and effective problem-solving skills in art/technology


• Combine elements of both traditional and digital art-making into a cohesive portfolio and senior exhibition/show


• Develop sound business practices and knowledge as a professional, exhibiting artist/designer/producer


• Produce a successful portfolio and resume for the professional art industry and/or graduate school

Digital Media Arts (DMA) Advisement Sheet


FASHION DESIGN

The Fashion Design concentration prepares students for careers in (but not limited to): fashion design, product development, technical design, sourcing, production and fashion illustration. Students also merge skills in traditional art with technology, marketing/business and design. The new and Fashion Design concentration will provide students seeking with the opportunity to receive current, relevant, real world education to prepare them for a career in the fashion industry.

Students are prepared to obtain entry-level positions in the industry requiring specific skills in design, sketching, CAD, product development and garment construction. The objectives of the concentration are to prepare graduates to enter a career in the fashion industry with a focus on design, pattern making/technical design, illustration, product development, sourcing and production. Students will focus primarily on design and development and garment construction, and the integration of computer aided design and product management. Thus making graduates in this area more marketable and in demand. 

Expected student learning outcomes
:
After successful completion of coursework, portfolio reviews, exhibitions, internships and senior thesis projects, students will be able to:



• Present and express ideas clearly with supporting materials such as mood boards, illustration boards, market research and a broad fashion vocabulary


• Develop fashion figures and technical flats, effectively rendering drape, fabrics, and weight of materials


• Create professional quality presentation boards with fashion sketches, flats and fabric swatches


• Demonstrate full working knowledge of draping and flat pattern techniques


• Demonstrate full working knowledge of garment construction techniques


• Compose flats and patterns with Computer aided design programs


• Construct three dimensional garment s from two dimensional sketches


• Identify all phases and processes of the apparel industry from concept to consumer


• Create a professional and cohesive collection of garments for portfolio 


• Compose a professional portfolio demonstrating their sketching, pattern drafting and garment construction knowledge

Students should also review and refer to the VCDMA Senior Thesis Requirements. 

Fashion Design (FASH) Advisement Sheet

Be sure to visit and get useful information on portfolio tips, as well as internships and careers under RESOURCES.