Art Direction & Production Management

  
Ajmera Mohan Singh: Assistant Professor
Centre for Art Direction & Set Design and
Centre for Textiles and  Fashion Skills

Since, cinema is a visual dominant medium and it imitates very much the real world look and feel of real as well as imaginary world like situation. Human and other living things their life style, material, shape, color, texture, light time and space has to be created artificially for films. Film production along with other skills also, needs powerful visualization, artistic, technical and managerial skills to reconstruct the physical and virtual world to accommodate the story events, characters in the film as per the story line.

 Art direction is one of the important area in film production and that demands professional skills. To understand the visual and cinematic language to create visual aesthetic to appeal the audience, one has to gain a systematic education for  the right debut into the film production world. Film through its powerful visual language combines, metaphors, codes and symbols that create many layers of visual meaning in connotative and denotative way, that can be understand very well by some basic knowledge of semiotics, that our course fulfills that gap. Because, film comprises depth cues, film watching experiences give different levels of experiences to the different individuals, that is why, the influences of film on audience psychology is high.

 At RKU the course attempts to give you an overall understanding of the film making experience from the perspective of visual construct and creation of visual world, which exists in front of the camera and off the camera by creating virtual world through the techniques of manual operation methods and computer generated imagery. This virtual world creation knowledge is being applied in many verticals of visual dominated media, game design and reality shows and events etc.,

The course at RKU covers all concepts of Art & Design elements, related theories and application.

*****

Assistant Professor – With a master’s degree in mass communication from the University of Hyderabad, Ajmera is in the advanced stages of finishing his Ph.D. in Film Studies and Visual Culture from The English and Foreign Languages University in Hyderabad. A career academic, Ajmera has worked with leading organizations like ICAT Design and Media College in Hyderabad, CREO Valley School of Film and Television in Bangalore and The Sagar School in Delhi.

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