Master in Creative Direction and Multimedia Production with AI

The goal of this prework is to provide a solid foundation in the fundamentals of graphic design, covering key concepts students will need to master in order to make the most of AI tools. The prework is designed to be completed before the course begins, and it focuses on the basics of design, composition, color, and typography, which are essential for creating effective, compelling visual content.

In this introductory topic, students will understand how generative artificial intelligence enables the creation and modification of multimedia content in innovative ways, opening up new possibilities for graphic design and audiovisual production. It explores how this technology makes it easier to create high-quality visual content, allowing for content personalization and the automation of creative processes. 
Students learn how designers can use AI to develop complex visual concepts, generate original content, and quickly adapt it to different needs, all while maintaining a high level of creativity and efficiency. This topic is designed to show the enormous potential of generative AI in visual design and how it can transform the way content is produced in the creative industry.

Introduction to generative AI applied to visual design The potential of AI to create and modify content Creating original visual content with AI

Optimizing visual production in graphic design projects Personalization and automation of content creation New possibilities for developing complex visual concepts with AI

This topic takes a deeper look at Prompt Engineering, a key skill for harnessing the power of artificial intelligence to create ideas, copy, and scripts. The goal is for students to learn how to design effective prompts that generate creative content, whether to develop concepts, write scripts, or produce inspiring copy for visual and audiovisual projects. Through this topic, students will master techniques for optimizing the output of generative models, understanding how to structure prompts precisely in order to obtain high-quality ideas. This topic is designed so that students can integrate generative AI effectively into their creative workflow, increasing their ability to generate original, relevant content in less time.

Interacting with generative models Effective prompt design for generating creative ideas Priming technique Zero-shot, one-shot, and few-shot prompting Advanced parameters for controlling the tone, style, and approach of texts

Chain-of-thought and zero-shot chain-of-thought techniques Role playing technique, limitations, and jailbreaking Optimizing results: perfecting prompts through iteration Integrating AI into brainstorming and creative conceptualization Generated knowledge prompting and knowledge integration

Students will learn how to structure and optimize prompts to generate content in multiple formats, such as images, text, sound, and video, personalizing the generated content according to their specific creative needs. They will be taught how to generate content that is coherent, relevant, and high-quality, and how to enrich the creative process by expanding what can be produced from a single prompt. The goal is to be able to use generative AI tools more efficiently and strategically, improving the ability to produce professional, high-impact content.

Designing prompts to generate audiovisual content The concept of the multimodal prompt The structure of an advanced prompt Creating storyboards with combined prompts Comparative prompting

Optimizing prompts for precise results Prompt chaining: linking prompts for coherent content Self-consistency technique Prompt personalization (tone, style, and approach)

In this topic, students will explore how generative artificial intelligence can be used to create, edit, and transform images, one of its most powerful applications in the creative field. The goal is for students to understand how AI models can generate original images as well as modify and refine existing ones using advanced editing techniques. Throughout the topic, students will learn to use tools and methods to adapt images to their needs, match a specific style, and make adjustments to create coherent images for branding, advertising, and digital content projects. 

Inpainting Outpainting Image-to-image Object addition/removal Integrating visual references: using guide images Style changes and transformation

Background replacement Sketch-to-Image Depth-to-Image AI upscaling Enhancing and restoring photographic images Revitalizing old photographs

Students will learn to design and generate digital characters with artificial intelligence for use in advertising campaigns, branding, social media content, and virtual influencers. This approach allows brands to create unique, scalable, and highly adaptable visual identities without relying on traditional productions.
The topic covers the creation of characters with different levels of realism, from hyperrealistic to stylized, capable of representing brand values, connecting with specific audiences, and maintaining visual coherence across multiple pieces and channels. It explores how these characters can be integrated into advertising campaigns, brand storytelling, and digital environments, acting as consistent visual ambassadors.
Students will also work on developing character sheets and visual control systems that keep a character's identity intact across different contexts, poses, styles, and formats. They will learn to generate characters capable of interacting with products, settings, and narratives, optimizing their use in real commercial environments.

Character types: hyperrealistic, stylized, cartoonish, and their application in advertising Designing a character's visual identity: facial features, proportions, clothing, style, and visual language Parameterizing prompts for character creation (personality, emotions, context, style, level of realism) Using visual references (photographs, moodboards, image banks, and artistic styles) Advanced control of a character's visual consistency across multiple generations Creating character sheets to standardize identity, poses, expressions, and variations Generation techniques: lighting, composition, setting, and visual narrative applied to the character

Integrating characters into advertising settings and commercial pieces Adapting characters to different formats: campaigns, social media, video, and interactive content Personalizing characters according to brand style and values Optimization for multichannel campaigns (Instagram, TikTok, YouTube, digital advertising, etc.) Automating character generation for large-scale content production Creative workflow: iteration, refinement, and visual coherence across pieces within the same campaign Advanced control and editing techniques: face swapping, latent space, and pose-to-image.

This topic teaches how to optimize and speed up the process of producing catalog images, making it possible to generate product images with high visual quality and consistency without the need for complex photo shoots with physical products. Students will explore how generative AI can create product images from different angles, with different backgrounds and contexts, maintaining a coherent style suited to each type of catalog or online store. It also covers techniques for improving the quality of the generated images, such as lighting correction, the integration of realistic shadows, and detail enhancement to make products look appealing to consumers.

Angles and contexts Coherent backgrounds Lighting & relighting: lighting correction, realistic shadows, and reflections Personalizing images to fit different catalog styles Uniformity, style, and consistent composition Product variations: sizes, colors, models, textures, perspectives

Editing and retouching Automated large-scale image generation for online stores Optimizing images to improve product presentation Image embedding Multi-image blending

In this unit, students will explore how generative artificial intelligence is transforming the world of art direction and photography, making it possible to create campaign images with a level of detail and creativity that previously required advanced technical skills and long hours of work. It will show how AI can assist the creative process, not only in advanced editing but also in creating aesthetics and styles, boosting creativity and opening up new possibilities in digital art direction. Students will learn to generate images for art direction, such as campaigns or set design for creative photography. In short, this unit will allow students to take their artistic and photographic projects to the next level.

Digital art direction Executing art direction projects Visual storytelling with images

Aesthetics, references, and styles Designing photography sets with AI Creating photography campaigns

The goal of this unit is for students to understand how AI can speed up the creative process and optimize the creation of graphic elements that are key to brand building. Throughout this unit, students will explore the possibilities of using generative models to design logos, color palettes, typefaces, and other visual elements, ensuring consistency and originality. In addition, students will learn to create brand guidelines that provide clear direction on how a brand's visual elements should be used across different contexts and platforms. Students will learn to build a strong visual identity, generating fast, efficient, and personalized design proposals aligned with the brand's values and objectives. 

Logo design and branding with AI Styles, symbolism, and typography Creating color palettes Iconography and graphic elements consistent with the brand

Automating the creation of graphic elements Detailed, professional brand guidelines Building visual identity Customizing graphic elements to fit the brand

Students will learn to optimize the process of designing visual content adapted to social platforms such as Instagram, Facebook, TikTok, YouTube, LinkedIn, and X using artificial intelligence tools, making sure each piece is aligned with the trends and formats of every platform. They will explore design techniques for creating posts, stories, reels, ads, and other visual elements, personalizing and adapting graphic pieces to different campaigns and audiences to maximize impact and interaction in every post. In addition, students will learn to apply automation to content creation, which will allow them to generate material quickly and efficiently, cutting design times and improving productivity.
The unit also covers how AI can optimize the creation of promotional materials such as flyers, posters, and brochures. Students will learn to generate striking graphic pieces that effectively communicate the message of an advertising campaign, ensuring consistency with brand identity and adapting them to the specific goals of the event, product, or service. They will learn how to create different versions with minimal adjustments in order to reach various audiences or formats.

Designing visual content (posts, stories, reels, ads) Adapting to formats: sizes, proportions, and resolution by platform Optimizing images and visual elements Customizing graphic pieces for advertising campaigns and events Automation for regular posting and large-scale campaigns

Creating effective ads to increase engagement Designing and creating flyers, posters, and promotional materials Visual composition Adapting promotional materials for print and digital distribution Creating versions

In this unit, students will learn to design and build websites and digital products using AI, optimizing both the web design process and the user experience (UX) and user interface (UI). The goal is for students to understand how AI can transform the creation of websites and applications, from content structuring to design personalization, improving efficiency and accessibility while reducing development times.
Students will explore AI's capabilities for generating adaptive, responsive web page layouts and structures, designing interactive interfaces, automating the creation of wireframes and prototypes, and optimizing information architecture. They will learn how AI can create personalized, dynamic interfaces that fit user needs and improve navigation, usability, and accessibility on digital platforms. The unit also addresses the automation of certain design processes without technical programming knowledge, allowing a smooth integration of visual and interactive elements.

Web design: structure, aesthetics, and user experience Generating layouts and web page structures Generating dynamic, adaptive content Creating responsive web pages Automating web design with no coding required

Personalizing the user experience Optimizing usability and accessibility Automatic generation of wireframes and prototypes Interface customization Using AI to predict user behavior

The goal of this unit is to learn how to create dynamic animated pieces and design fluid, appealing visual compositions. Students will explore how artificial intelligence can generate animations from text, images, or video sequences, and how these tools can be integrated with professional editing and post-production software. Students will understand how AI makes it easier to automate tasks such as typographic animation, creating transitions, syncing with music or voice, and generating consistent visual styles across different audiovisual pieces. The unit also analyzes how AI-driven motion design is transforming digital marketing, entertainment, and audiovisual communication, making it possible to create more agile, adaptable, and visually striking content without complex technical processes.

Introduction to motion design and its evolution with AI Generating motion graphics from text or images Creating automatic animations synchronized with music or narration Designing animated typography and kinetic effects with generative models Automating repetitive tasks in animation

Applying AI motion design to advertising campaigns and branding Integrating hybrid workflows Optimizing animated content for different formats Current trends in generative motion design and augmented creativity

In this unit, students will learn to create and generate videos using generative artificial intelligence, automating the creation of scenes, complete sequences, and visual content in record time. Students will understand how AI can generate videos from text, images, voice, or other videos, significantly accelerating production processes and allowing creators to focus on the most strategic and creative part of the project.
They will explore AI tools that make it possible to create movie trailers, miniseries, product ads, and social media content quickly and in a personalized way. 

Generating complete sequences and scenes. Automating video production Creating trailers Creating miniseries and episodes

Video personalization Commercial and marketing applications Use cases in the entertainment industry

This unit covers content generation techniques for advertising, such as creating promotional images and videos adapted to the brand's identity, the target audience, and the company's values. It also explores how AI can be used to automate ad personalization processes, making it possible to create versions optimized for different audiences. Students will learn to generate dynamic visual ads, combining images, text, and effects to maximize the impact and effectiveness of the message.

Creating corporate ads with AI Creating personalized ads adapted to different platforms and social networks Automating ad generation in multiple formats

Personalizing ads for different audiences and market segments Measuring ad performance and adapting in real time with AI

In this unit, students will explore how AI can support both character animation and the creation of complex visual effects.
The unit covers the use of AI to design animations in a range of styles and formats, from traditional 2D animation to 3D, adapted to branding, advertising, social media, or even film productions. Students will learn to use AI tools to generate realistic movement and dynamic sequences without advanced animation software. They will also explore how AI can be used to optimize the animation process, reducing production times and improving the quality of the final result.

Creating animations Generating realistic movement in characters and objects Using AI to create complex visual effects 2D and 3D animation with AI

Animation automation Creating interactive, dynamic animations Integrating animations into multimedia content (videos, websites, applications)

In this topic, students will learn to create hyperrealistic animated avatars using artificial intelligence, an innovative tool that is transforming the creation of visual content for ads and digital influencer campaigns. The goal is for students to understand how AI can generate hyperrealistic avatars for video, capable of replicating human features with an impressive level of detail, for use in advertising, social media, and as representative figures for brands and influencers.
Students will learn to generate avatars with realistic facial expressions, fluid body movements, and natural interaction, optimizing their use in advertising, social media content, and influencer campaigns. The use of these avatars in interactive situations, such as chats, dynamic ads, and personalized presentations, will also be covered.

Creating hyperrealistic animated avatars Generating realistic features Facial and body animation of avatars for ads and digital influencers Creating facial expressions and natural movements

Avatar personalization Applying avatars in interactive ads Optimizing avatars for different formats and platforms Impact of animated avatars on authenticity and audience connection

Students will learn to generate realistic visual effects such as explosions, fire, water, smoke, and other dynamic elements that enrich audiovisual productions. The course will show how AI is revolutionizing post-production, especially in podcasts, corporate videos, and interviews. Students will learn to automate and speed up processes that traditionally required significant manual effort, allowing creators to focus on creativity and storytelling while technology handles repetitive and technical tasks.
The course will explore tools that facilitate the automatic cutting and layout of long videos by detecting key sections and enabling fast edits. Students will learn to use AI to automatically detect speaker changes, making the editing process faster and more efficient. They will also learn to apply automatic audio and video synchronization techniques. In addition, they will explore tools for automatic subtitle generation, sound enhancement (such as background noise removal and equalization), and highlight creation, making it possible to extract the most relevant moments of a podcast to create summaries or introductions.

Generating special effects Dynamic effects Generating highlights Creating clips Automating the cutting and layout of long videos

Speaker change detection Automatic audio and video synchronization Automatic subtitle generation Noise removal and equalization Automatic summary generation

Students will learn to generate original musical compositions, realistic sound effects, and synthetic human voices, all with a level of quality and naturalness that is increasingly close to reality. The course will explore how AI can be used to create complete soundtracks with music adapted to different genres and styles, generate sound effects in real time, and design narrative or singing voices that sound natural, realistic, and emotional. It will also cover the use of AI to improve audio quality in post-production projects, such as cleaning up recordings, mixing, and mastering.

Creating sound, music, and voice with AI Generating songs: composition and style Using AI to create realistic sound effects (ambiences, objects, nature) Vocal synthesis: generating narrative and singing voices

Creating human voice: naturalness and emotional expression Improving audio quality: automatic cleanup, mixing, and mastering Creating voice-overs and podcasts Applications in advertising, film, and video games for audio content creation

In this topic, students will learn to create 3D models and virtual environments using artificial intelligence, which is revolutionizing the way digital worlds are designed for video games, film, advertising, and interactive platforms. The course covers how to create three-dimensional environments and interactive experiences, enabling the automation of 3D modeling processes, the customization of textures, the integration of animations, and the improvement of model performance for use on VR/AR platforms.
Students will learn to generate immersive settings that adapt in real time to user interactions, opening up new possibilities for creating interactive narratives and personalized experiences that adjust to their decisions and preferences. In addition, they will explore applications in the creation of interactive content for the metaverse, video games, and other emerging formats such as 360-degree content, virtual reality, and augmented reality.

Creating 3D models for sets and objects Customizing textures and enhancing visual detail in 3D environments Animation within virtual environments: integrating movement and dynamism Optimizing 3D models for different platforms (PC, mobile, VR, AR). Generating realistic and surreal 3D environments with AI

Interactive narratives: how AI creates stories that respond to the user Adaptive content and personalized experiences in real time Interactive generative art with dynamic visual experiences Designing experiences for the metaverse, video games, and interactive platforms Generating 360-degree, VR, and AR content

In this topic, students will learn how artificial intelligence can be used to automate multimedia creation, editing, and publishing processes, a key tool for improving efficiency and productivity in digital content creation. The goal is for students to understand how AI-driven automation can speed up repetitive, tedious tasks, allowing content creators to focus on what matters most: creativity and strategy.
Students will learn to integrate AI tools to improve workflows in multimedia projects, including optimizing content for different distribution platforms such as social media, websites, or advertising campaigns. The course will also cover the automation of the publishing process, from scheduling posts to adapting content to the specifications of each platform. This topic will also address how AI automation can be applied to managing multimedia assets at scale, making it easier to organize and control digital assets in complex projects, and how these processes make it possible to personalize and adapt content in real time.

Automating multimedia creation and editing with AI Editing automation Optimizing content for different publishing platforms Scheduling and automating social media posts and digital campaigns

Automating the design of ads and promotional pieces Managing multimedia assets at scale (files, metadata, etc.). Impact of automation on the productivity and quality of digital content

In this topic, students will explore the ethical and legal aspects involved in creating content with artificial intelligence. The goal is for students to understand the challenges and responsibilities that arise when using AI tools to generate content, as well as the legal implications related to copyright, intellectual property, and the responsible use of technology. Key questions will be addressed, such as the authenticity and originality of AI-generated content and how current laws apply to AI-generated outputs. In addition, students will reflect on the potential biases of AI models and how these can influence the content created, as well as the social and ethical implications of using digital avatars, synthetic voices, and manipulated content.
The topic will also include an analysis of emerging regulatory frameworks in order to understand how ethics in the use of AI for content creation is being addressed.

Introduction to ethics and legality in creation with AI Copyright and intellectual property in AI-generated content Authenticity and originality of content Data protection and privacy

Considerations on bias in AI models Manipulation and disinformation The impact of AI on responsible content creation Emerging regulation

In this final topic, students will explore the new business models and career opportunities emerging thanks to generative artificial intelligence in the multimedia sector. The goal is for students to understand how AI is transforming the industry, creating new opportunities both for companies and for professionals seeking to innovate in areas such as design, audiovisual production, marketing, and digital entertainment. The course will cover emerging business models based on generative AI, such as automated content creation for digital marketing, mass personalization of audiovisual products, and the use of AI to optimize production across different sectors. It will also address the new career opportunities AI is creating, such as the roles of Prompt Engineer, AI Designer, Creative Technologist, and other profiles specialized in integrating AI into creative processes. Students will also reflect on how generative AI is shaping the future of multimedia production and how companies must adapt in order to take advantage of these new technologies. Finally, the topic will discuss AI's impact on democratizing access to professional production tools, allowing more creators, regardless of their size or budget, to access top-tier tools to develop their projects.

New business models Mass personalization of products and services New professional opportunities Optimizing multimedia production and reducing costs

Adaptation and competitiveness in the generative AI revolution Democratization of creative tools The future of the audiovisual and entertainment industry Challenges and opportunities