Faculty of Art, Design and Architecture

Undergraduate - Unit


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6 points, SCA Band 1, 0.125 EFTSL


FacultyFaculty of Art, Design and Architecture
Organisational UnitDepartment of Design
OfferedCaulfield Second semester 2015 (Day)
Coordinator(s)Mr Tobias Titz


Photographic Art Direction will develop students' skills in their ability to manipulate and control photographic imagery via a sound understanding of digital camera technology, its associated software and studio lighting. It will build upon the foundation knowledge of photography gained as part of CDS1001.
This unit will expose students to the processes involved in the documentation of their own work, product photography, and other situations that require a sound knowledge of the photographic experience and how best to creatively negotiate its outcome. Students will become adept at being able to intuitively and creatively direct the narrative of a photograph through a competent use of language, composition, timing, light, props and camera technology.
Students will explore the potential of the camera in both studio and outdoor settings, and begin to understand the scope of creative possibilities and challenges each circumstance offers. They will be exposed to the work of leading exponents of the practice, both contemporary and historic. This unit will be of particular interest to students wishing to document folio content as well as those wanting to pursue a design career in advertising and marketing.



  1. Understand key aspects of digital camera technology and its associated software.
  2. Recognise the value of lighting, props, timing and exposure in the direction of a photographic outcome.
  3. Create a number of photographic outcomes that use both studio lighting and natural lighting in their creation.
  4. Direct and edit the narrative of a photograph through use of language, composition, timing, light, props and camera technology.
  5. Discuss the value photographic art direction plays in the realm of communication design production.


100% mixed mode

Workload requirements

4 contact hours plus 8 hours of private study hours per week

See also Unit timetable information

Chief examiner(s)