Your Invitation for the Strategic Art Direction Course
Step into art direction with insider knowledge and real-world strategy - doors are now open.
Hi everyone,
First of all I want to thank you for supporting my newsletter. What started almost 2 years ago as a space to share my thoughts and help others with my insights, grew to a beautiful community of creatives and I couldn’t be more grateful.
Over the past year, I’ve been quietly working on a big project. Many of you have asked about mentorship or workshops, but balancing that with a full-time job and writing this newsletter hasn’t been easy. So I decided to create one comprehensive course that packs in everything I’ve learned about art direction from my own experience, your questions, surveys, and deep research. Many surveys, conversations, dissecting questions I’ve been asked, comment sections and research further…
Today I’m launching the pre-sale for this. This course is packed with insights that traditional fashion/art schools won’t teach you, I’m sharing my mistakes and learnings, how I handled certain situations, how the industry really operates and lots of other insider information.
Paid subscribers got 24 hours early access to join the early bird tickets. There are a few spots left, before the next tier opens. The early bird tickets are on 50% of the price and I only have 20 spots open.
Disclaimer: The course launches July 1st, so as an early bird ticket holder you won’t have immediate access and due to the nature of digital content, all sales are final. All courses listed have the same content.
VAT is added according to EU regulations for the applicable countries, as my company is registered in the Netherlands.
Practical Information
The course spans over 8 weeks, starting on July 1st, 2025. It’s made up of 8 modules (weeks) with each 6 lessons (48 classes total!). The lessons are audio-first, so you can listen to them on the way, but are also accompanied with text. At the end of each module, there is a handbook, template or exercises to summarise the topic of the week. You will also be able to leave questions under each class. Everything is in English and you have lifetime access so you can revisit all the information whenever you need. If you are a registered creative or business, you can buy this as a business expense ;)
Doors Close June 29
This is your only chance this year to sign up, because the next time the course opens will be in 2026. I want to have the time and availability to answer all your questions under the lessons and support where needed.
Outcomes
Learn insider knowledge about how the art direction industry really works
Create surprising yet relevant concepts that add real meaning and depth to your visuals
Develop the ability to research, reference, and translate imagery with confidence
Connect your creative work to cultural trends and evolving brand narratives
Build cohesive brand identities that work seamlessly across multiple channels
Master strategic presentation techniques that make clients say yes
Gain hands-on tools to shape moodboards, shotlists, and visual systems effectively
Navigate pitching, outreach, and relationship-building with industry insight
Understand how to position yourself and your portfolio for the right opportunities
Take control of your career growth with practical, step-by-step guidance rooted in real experience
Who is this for?
This course is designed both for aspiring creatives who want to break into the industry and build a strong foundation, and for professionals who feel stuck or ready to step up and land their dream clients.
It’s also ideal for stylists, photographers, and other creatives who regularly pitch concepts to brands and magazines but want to elevate their work, connect it deeply to the cultural moment, and develop a confident, unique visual language. As a photographer or stylist you’ll also gain insight what art directors look for and how to make yourself more attractive to them.
You’ll learn how to build powerful presentations, position yourself clearly in the market, reach out effectively, how industry politics work, and discover exactly where the opportunities you want actually live.
The Curriculum
If you’re wondering what exactly you will learn, below you can find the curriculum. Inside the topics I will cover both practical, theoretical and personal information like anecdotes. All of this is information that can’t be Googled, it’s based on working in the industry as an art director for the past 7 years. Everything what I did to land global campaigns for brands like Nike, Tommy Hilfiger and more within the first months of working, how I’m approaching people, reaching out, building my portfolio and personal work and presenting concepts clients say yes to. Basically spilling all the tea!
Module 1 - Creative Beginnnings and Building From Where You Are (July 1)
Understand the role, where you fit in, and how to start
Lesson 1: How I found my way to art direction.
Lesson 2: What kind of art director do you want to be?
Lesson 3: Different ways in.
Lesson 4: Art direction vs. creative direction.
Lesson 5: What do art directors do?
Lesson 6: Creative roles glossary.
Module 2 - From Spark to Strategy - Building Ideas with Clarity (July 8)
Turning thoughts into strong creative concepts with relevance, originality and direction
Lesson 7: Where ideas come from.
Lesson 8: Connecting to the zeitgeist.
Lesson 9: From idea to visual strategy.
Lesson 10: Dissecting the creative brief.
Lesson 11: Making it relevant without losing yourself.
Lesson 12: Creative brief framework and prompts
Module 3 - Finding Your Visual Voice in a Noisy Industry (July 15)
Taste, editing, building a distinct point of view
Lesson 13: Defining your visual values.
Lesson 14: How to train your eye.
Lesson 15: Editing as a creative act.
Lesson 16: Visual consistency without repetition.
Lesson 17: Visual identity vs. brand identity.
Lesson 18: 7-day Eye training challenge.
Module 4 - Translating Concepts into Real World Images (July 22)
Shoot-day strategy, rituals, and how to lead with clarity
Lesson 19: Anchoring your vision.
Lesson 20: Pre-production strategy that sets you free.
Lesson 21: Building a shotlist that protects the concept.
Lesson 22: Communication and flow on st.
Lesson 23: Pivoting without panic.
Lesson 24: Art Director’s on-set handbook.
Module 5 - Building Visual Systems that Speak for Themselves (July 29)
Styling, casting, colour, and the strategic decisions behind recognisable brand worlds
Lesson 25: What makes a visual system strong?
Lesson 26: Crafting styling that tells a story.
Lesson 27: Colour as strategy, not just aesthetic.
Lesson 28: Casting for character and culture.
Lesson 29: Pulling it together across channels.
Lesson 30: System direction framework.
Module 6 - Presenting Work that Feels Like the Answer (August 5)
Turning ideas into strong, strategic presentations that guide, excite and win trust
Lesson 31: Designing the journey, not just the deck.
Lesson 32: Crafting a moodboard with purpose.
Lesson 33: Knowing what to present and (when)
Lesson 34: Writing that supports the visuals.
Lesson 35: Killing your darlings.
Lesson 36: Deck structure and visual presentation guide.
Module 7 - Shaping Your Portfolio to Attract the Work You want (August 12)
Self-presentation, clarity of positioning, and building a portfolio that opens doors
Lesson 37: Make it easy for people to say yes.
Lesson 38: Show the work you want to be hired for.
Lesson 39: Create strategic breadth (within a niche)
Lesson 40: Writing about your work (without over-explaining)
Lesson 41: Fake it thoughtfully.
Lesson 42: Portfolio setup + self presentation checklist.
Module 8 - Getting the Yes - Building Creative Relationships and Finding Your Way In (August 19)
Visibility, outreach, self-presentation, and trusting your own timeline
Lesson 43: Presenting yourself online without feeling cringe.
Lesson 44: How to reach out
Lesson 45: Finding your people, online and offline
Lesson 46: Pitching your work
Lesson 47: Patience, momentum and trusting the long game
Lesson 48: Outreach kit and templates
The Price
The regular price of the course is €800, and there are only 20 spots open for early bird on 50% off (so €400). If that’s sold out, there is a next tier of €600 also with limited spots. Payment plans are available!
Is it worth it?
An average college degree + living expenses in a big city is around €80.000, but you don’t learn the practical up-to-date insider knowledge you’d get from working in the industry. I wanted this course to be different from the usual online course with a teacher, but instead have a big focus on learnings, insights and keeping things very real. I want to feel like the slightly older friend that is giving you advice and all the tea you want to hear.
For €800, this course gives you condensed, practical knowledge and insider insights to speed up your path and avoid common mistakes. It’s a small investment compared to traditional education and the time it takes to learn on the job.
Thank you so much for supporting my newsletter and help me build this with all the input I’ve gotten from everyone in the last year. If there is a pressing topic you’d love me to cover, feel free to let me know in advance. <3
Love,
Zoe