Raffles Milano Istituto Moda e Design
ADV
RM服装与设计学院硕士课程

广告

未来的职业
收获丰富的十个月。十家业内知名机构将轮流为学生上课,每个机构与学生共处一个月的时间。在这十个月内,学生可以与十位大师面对面交流,从实践中得到宝贵的学习机会。Raffles Milano的硕士课程:终于有人将它推出了。
课程长度
10个月
小时
820
开始时间
11月份
语言
英语

课程负责人

Gianpietro Vigorelli
创意总监
Gianpietro Vigorelli出生于1951年,他是意大利广告界近几十年的业界指标。在他的职业生涯中,他一直都是知名广告企业的掌舵人。他于1987年担任Saatchi&Saatchi广告公司的创意总监,并在1992年为其制作了一系列由伍迪·艾伦执导的广告。他于1994年加入了Young&Rubicam,并在此为Barilla制作了由John Landis执导的广告。他于1997年和他的合作伙伴Maurizio D’Adda共同策划了该年的意大利San Remo流行音乐节。与此同时,他又在同年与两位挚友Maurizio D’Adda 和 Riccardo Lorenzini成立了自己的广告公司,该公司在2000年与意大利BBDO公司合并,Gianpietro Vigorelli开始担任DLV-BBDO公司的副总裁和创意总监。在担任总监的期间,他又为Danone, Philips, Pirelli, Renault, Motta, Pupa, Barilla and Tè Ati等公司策划了广告活动。他在2010年从BBDO的总裁职位退休,并开始担任世界级的广告顾问。他的第一份工作曾是一名版画师。

为什么?

巨石正在瓦解。广告正在寻找新的途径来吸引那些比过去更聪明的消费者。曾经的资本很多,媒体很少,而如今却恰恰相反,我们需要找到一个快速的捷径,让广告可以迅速渗透到所有科技能让我们到达的地方。

职业机会

我们不想培养一批盲目追从他人理论的追随者,我们希望我们的学生是积极的先驱,勇于探索未知的道路,有意识性的参与广告制作的各个阶段,从开发新概念,到制作初稿,到完成最终作品且收集回馈,他们愿意承担每个阶段有可能产生的问题,且能积极的寻找解决方案。该课程结束后,学生将能够在意大利和国际集团、服务公司、咨询公司、非政府组织和研究机构等企业或机构找到工作机会,也可以挑战自我,自主创业。

课程为谁而设

本课程是为所有持有形象设计、广告、传播和营销领域的学位或者有着这些行业相关工作经验的人而设,同时也面向所有想在传播行业发展个人职业生涯或觉得学习传播有助于个人成长的学生。他们是未来想要成为广告文案,艺术总监,客户主管或企业传播经理的人。

课程安排

如果你想要功成名就,那就直接向成功人士取经。我们的学生可以通过与当今市场引领潮流的专业人士并肩工作的机会,从而全面了解一些新的品牌建设方法。该课程将分析一些可以帮助到品牌的沟通技巧,包括一些不太频繁但又至关重要的沟通技术,如危机管理和防假牌方法。在课程结束时,学生们将对广告界的现状有一个清晰的了解。

课程内容

-简报

-产品特征分析

-激发创意技巧

-文案

-艺术指导

-布局和故事版

-展示

-创意可行性(可延展性)

-制作

年度最佳学生

RM会在每学年结束时给每个专业的年度最佳学生颁发奖项。 学生的学术成绩由内部教授委员会进行考核,而作品集则被匿名交给外部专业评审团进行筛选。如果一个班级由20位学生组成,其中被内部和外部评委同时评选为年度最佳的学生,不仅可得到RM的官方认证,同时也可享受该年学费全额报销的优惠政策

支持

为了让我们的教学模式更加的丰富且有效,课程将由以下两大类老师为学生展现:

ADCI
Art Directors Club Italiano

项目老师

从业界老师那儿获取知识意味着从源头萃取最先进的愿景与方式。相对比传统硕士课程,Raffles Milano的硕士课程将更侧重于将实践知识直接带入课堂:十位业界顶尖的设计师将在十个月的期间内轮流为学生们上课。每位设计师将与学生共处一个月。其中8个月是每月四周,另外两个月则是每月三周。每周学生将有两天时间与设计师共处,其中一天是六小时,另一天则是八小时。在每个月末,项目老师会为学生的项目进行评分。在这期间,一些设计师有可能被替换,但是替换教师必属于相同等级的业界领先人物,因此学院的国际师资水平保持不变。

Leftloft
视觉设计工作室
Founded in Milan in 1997 by Andrea Bacaloni, Francesco Cavalli, Bruno Genovese and David Pasquali, Leftloft is an independent design office where ideas, people and skills are encouraged to flow together and merge to develop a broader vision of design, of culture and of communication. In 2009, Leftloft also opened an office in New York. The office operates with a design team in which each individual is specialised in several fields, from branding to web design. Leftloft has put its name to many projects in Italy and across the world, partnering with some of the most important private-sector businesses and public-sector institutions in Italy and elsewhere, such as the Inter football club, Mondadori, the Milan Triennale, dOCUMENTA (3), Cassina, Colmar, Pirelli Hangar-Bicocca, subito.it, the Istanbul Biennale, RCS Corriere della Sera, the Feltrinelli Foundation, Sinistra Italiana, the Castle of Rivoli, Expo 2015, the Venice Biennale, the European Union, GS1 Italy, Loescher and Slowear. The structure also include Luft, a think tank established to develop creative thinking and collaborative production, which operates primarily in the fields of identity, research, concept, strategy, art direction and narration.
M&C Saatchi
广告代理
M&C Saatchi’s Italian office opened in Milan in 2010 as an entrepreneurial start-up of five professionals with consolidated experience. Carlo Noseda, Managing Partner, Vincenzo Gasbarro and Luca Scotto di Carlo, both Creative Partners, Silvio Meazza, Interactive Partner, and Jonathan Grundy, who together decided to create a “silo-free space” for creativity. M&C Saatchi Worldwide is a network unlike any other: its 24 agencies in 17 different countries together form a continuously-expanding network that was first established by 1995 by the brothers Maurice and Charles Saatchi, when they left Saatchi & Saatchi, the agency they first set up in 1970. M&C Saatchi immediately took the form of an international network with offices in UK, United States and Australia. Ever since the very beginning, the driving force has been the strategy of simplicity, both in the campaigns it has conceived for many of the world’s leading brands, whose hallmark is their originality and ability to hit the target, and in the network’s organisational structure, designed to be agile and devoid of bureaucratic bottlenecks.
DLVBBDO
广告代理
In 1997, three leading names in Italian advertising, Maurizio D’Adda, Riccardo Lorenzini and Gianpietro Vigorelli, decided to pool their resources to create an agency, laying the foundations for an adventure that still continues to this day. When their agency merged with BBDO Italy in 2000, the result was DLV BBDO, bringing on board a strong international spirit and a host of new talents. The way that this agency sees things, being contemporary implies being aware about change before it happens, so not just constantly chasing after it once it has taken place. DLV BBDO formula envisages generating strategic and creative work to underpin the positioning of client brands, employing contents that are always conceived from the very beginning in terms of a multi-platform and multi-device mindset. DLV BBDO has two locations, one in Milan and the other in Rome, where it can draw on the skills of a team of more than 100 professionals. The agency’s passion for a job well done has not changed a bit since 1997, as its website recites: “We are an agency capable of generating ideas as a team. A team made of people, talents and big hearts.”
Ogilvy & Mather Italy
广告代理
Ogilvy & Mather Italy is the Italian agency of Ogilvy & Mather Worldwide (Group), one of the world’s leading communication networks, with more than 500 offices in 130 countries. First established in Italy in 1962, the agency operates through a series of highly specialised structures: Ogilvy & Mather Advertising covers branding and advertising; OgilvyOne is responsible for digital and customer engagement; Soho Square looks after Continuous Commerce and digital consulting; Ogilvy DeLuxe covers fashion, luxury and lifestyle; Social@Ogilvy looks after social media marketing and communication; Neo@Ogilvy is the place for digital media; Geometry Global covers brand activation; Ogilvy Healthworld is responsible for communication in the area of health and fitness; H&O covers creative production and implementation marketing; Ogilvy Change is responsible for behavioural sciences, and Aida Partners Ogilvy PR is the public relations office. All these different fields of expertise cohabit and interact to meet contemporary challenges. The group was named Network of the Year at the Cannes Lions from 2012 to 2016 and EFFIE Global Index Network of the Year in 2012, 2013 and 2016.
GREY
广告代理
The Grey Global Group is a global advertising and marketing agency based in New York with 432 offices in 154 cities in 96 countries, belonging to the communication holding group WWP. Inside this structure, independent business units deal with advertising, direct marketing, public relations, brand development, customer relationship management and interactive marketing. With its proud slogan “Famously Effective Since 1917”, Grey is capable of opening up new horizons for its clients’ brands through any kind of platform, creating lasting relationships with consumers and giving the brands a real life of their own outside the confines of paid spaces. Grey works with about one in five of all Fortune 500 firms and was named Adweek’s Global Agency of the Year in 2013 and Advertising Age’s Agency of the Year in 2014. Grey United, the group’s Italian branch, was established in 2014 when 1861 United merged with Grey Italy and immediately achieved a market positioning as a strong agency with clear ideas, projected towards the future and with clients of the calibre of Sky, Vodafone, Findus, Amplifon and Galbusera.
Havas
广告代理
Havas is one of the world’s largest global communication groups. Established in Paris in 1835, it employs more than 20,000 people in over 100 countries worldwide. The group is committed to being the best in the world at forging significant links between people and brands by using creativity, media and innovation. Havas is also the most integrated group in its field, since it has implemented its Together Strategy, creative teams and media that operate in shared spaces, the Havas Villages, that are designed to increase synergies and creativity to benefit clients and agencies themselves. Havas is organised in two divisions: Havas Creative Group and Havas Media Group. Havas Creative Group includes the Havas Worldwide Network, present in 75 countries, the Arnold micro-network, present in 9 countries, and numerous top agencies, including BETC and the Fullsix Group. The Havas Media Group encompasses three major brands: Havas Media, Arena Media and Fullsix Media, which operate in synergy with Havas Sports & Entertainment, the most extensive network of experts in sports, music and entertainment.
TBWA
广告代理
TBWA\Italia is part of the TBWA\Worldwide network, one of the world’s top ten communication networks and owner of the Disruption® method, whose purpose is to develop business ideas that break with past conventions, a tool for change that doubles as both a working methodology and a philosophy of life. The TBWA\ network includes Auditoire, BEING, Digital Arts Network (DAN), eg+ Worldwide, the Integer® group, TBWA\Media Arts Lab and TBWA\WorldHealth, as well as local and independent TBWA\, with 323 offices in 97 countries and more than 11,100 employees worldwide. TBWA\ has had a presence in Italy since 1971 and now has offices in Milan and Rome, employing more than 100 professionals who work together, sharing their objectives, offices and creative direction, although they all have their own individual and specific areas of expertise. The two Italian agencies cover the areas of interactive digital advertising, events, promotions, retail marketing, co-marketing, print production, video production and the web. The Milan agency has its own in-house daycare that is also open to other children living locally.
J. Walter Thompson Italy
广告代理
This is the Italian branch of J. Walter Thompson (part of the WPP holding company), which was established in the United States in 1864. It is headquartered in New York and has 200 offices and 12,000 employees in 90 countries worldwide. The two offices in Milan and Rome employ 180 advertising professionals. The arrival of Enrico Dorizza (Chairman & chief creative officer) and Sergio Rodriguez (CEO & chief creative officer) in 2011 coincided with an influx of new talent and the acquisition of some prestigious clients, including Aperol, Averna, Campari, Crodino, Barilla, Forevermark, Indesit, Lamborghini, Mulino Bianco, San Carlo, Vespa, Vodafone and Whirpool. But the most important development in the last six years was the organic evolution of digital applications. Starting from the areas closer to communications (web design, social networking and branded content), the agency gradually embarked on increasingly complex digital solutions (online platforms, e-commerce, apps etc.), working with complete freedom of thought and independence, with the intention not only of anticipating the future, but of creating it.
Leo Burnett
广告代理
Alkemy Digital Enabler
广告代理
Using the digital_enabler® method, Alkemy is capable of accompanying firms through the rapid transformations that are triggered by digital ecosystems, with the declared aim of making a substantial contribution to business growth. Alkemy helps firms evolve, bringing them up to par with technologies and new forms of consumer behaviour, while at the same time ensuring a correct integration between digital areas and traditional processes. Alkemy has gathered together the best skills now available on the market, adding the business of excellence to the leading areas of digital technology: advisory, e-commerce, creativity & brand strategy, content, social, UX & design, digital transformation, media & performance and technology. The management team combines traditional skills in marketing, communication, strategy and transformation processes with the know-how specific to the digital scene. With its subsidiaries SeoLab, BizUp and Alkemy Tech, Alkemy now numbers nearly 300 professionals with a turnover of 40 million.

方法/理论老师

一些理论知识和方法需要时间的积累,因此便有了理论老师的需求,为学生进行量身定制的知识辅导,因为基础理论终会有其用武之地。
出于这个原因,学生们将在十个月内与理论老师共度200个小时的课程,而这些课程将被分散在十个月内。在这期间,一些老师有可能被替换,但是替换教师必属于相同等级的业界领先人物,因此学院的国际师资水平保持不变。

Gianluca Ferrauto
教练
His professional career has given him the chance to gain experience in different fields: from communication to financing service. He has successfully developed a new business and at the same time renewed new commercial networks and company organizations. He has a peculiar attitude towards strategic thinking, from team work to talent honing and management. As a Coach Manager, he is truly a remarkable specialist of relationships for the development and acquisition of fundamental self-awareness. He has had numerous managerial roles in important Italian and international companies ranging from Commercial Manager in Mondadori Advertising to General Manager in Cemit Interactive Media, and he has been the General Manager in Condé Nast. After a few years in consulting, he came back to the company field as a Managing Director and as CEO of Cerved's Finservice Group.
Maki Gherzi
总监
Born in 1972 in Monfalcone, he studied architecture in Genoa, where he began to collaborate as a sound engineer and light designer on film sets. Once in Milan, he dealt with video art and then, together with Stefano Boeri, he founded Multiplicity, a multidisciplinary collective merging visual art experience and urban design. He collaborated with Mercurio, a production studio in Milan, working as filmmaker for several ads. The following are among his most recent productions: FCA, BPER, Yamaha, Ramazzotti, GDF Suez, ENI, Indesit, Vodafone, Feltrinelli and Morellato. He is mainly known for working on music videos. In 2004, he directed music clips for Jovanotti, Tiziano Ferro, Rezophobic, Piero Pelù, Zucchero, velvet, Negramaro, Gemelli Diversi, Nek, Subsonica, Planet Funk, Motel Connection. In 2006, he was awarded the Premio Video Clip Italiano thanks to Incantevole by Subsonica. In 2003, he won Premio Solinas for the best subject in the feature film Una buona ragione.
Davide Calluori
数字艺术家
Born in Syracuse, in Sicily in 1978, Davide Calluori graduated in Art from the DAMS school in Bologna, then moved to Milan, where he took a diploma in Graphic Design from the Accademia di Comunicazione. He started his professional career at DLV BBDO as an art director. He then developed an interest in creating and producing images for printing. He became the manager for the post-production, 3D and illustration department. At the beginning of 2016, he teamed up with Daniele Tribi and Francesco Van Straten to establish B612Studio, a structure that works with illustration, 3D, post-production and photography. The clients he has completed projects for include Yamaha, Freddy, Cam, Rolling Stone, Wall Street Institute, Che Banca!, Bayer, Telecom, Sky and Audi. His work appeared in the 2012, 2014 and 2016 editions of the 200 Best Digital Artists Worldwide Annual Award and of the 200 Best Illustrators Worldwide Annual Award published by Lürzer’s Archive.
Andrea Braccaloni
平面设计师
Andrea Braccaloni studied at the Milan Polytechnic Faculty of Architecture, where he also met his future partners. In 1997, with Francesco Cavalli, Bruno Genovese and David Pasquali, he founded the Leftloft design and communication agency, in which he works as design director, type designer and expert in communication strategy and analysis. The more significant projects he has worked on closely include designing the proprietary typeface for the newspaper Corriere della Sera, the signage and typography for Milan’s San Siro stadium, rebranding Moleskine, rebranding Oscar Mondadori and subito.it, art direction and communication for the Inter FC football club and various publishing products, such as the daily sports newspaper Dieci, the newspaper Manifesto and the magazines Panorama First, ICON, Focus and Sette del Corriere della Sera. He is a professional member of Aiap, the BEDA Register, ATypl and TDC. Since 2001, in addition to his professional work he has also been teaching at Milan Polytechnic, the CFP Bauer and the IED in Milan.
Luca Barcellona
设计师 / 书法家
A graphic designer and calligrapher, Luca Barcellona uses lettering as the main component of his creations, whose aim is to induce the manual dimension of an art as age-old as handwriting to cohabit with the languages and tools available in the digital age. In 2003, he teamed up with Rae Martini and Marco Klefisch to found the collective Rebel Ink. In 2009, he worked with the calligrapher Klaus Peter Schaffel for the National Museum in Zurich to create a faithful reproduction of a large-scale globe whose original dated back to 1569, practising his calligraphy with original materials (goose quills and natural inks). The brands that have commissioned lettering from him include Carhartt, Nike, Mondadori, Zoo York, Dolce & Gabbana, Sony BMG, Seat, Volvo, Universal and Eni. He teaches calligraphy at the Italian Calligraphy Association and holds workshops in several European cities. In 2010, he produced his own clothing line, the Luca Barcellona Gold Series. More recently, he brought out his first monographic book, Take Your Pleasure Seriously, with the publisher Lazy Dog Press, where he is also a partner.
Giovanni Pelloso
历史学家 / 评论家
A journalist and photography critic who writes for the ViviMilano supplement to the leading national daily newspaper Corriere della Sera, Giovanni Pelloso has worked on publishing projects with Mondadori Portfolio (he was the author of the piece dedicated to Mario De Biasi, Giorgio Lotti and Angelo Cozzi), with Hachette and with Canon Italia. A co-author of the Dizionario mondiale della fotografia (Rizzoli/Contrasto, 2002), he is a contributor to the monthly magazines NPhotography and Photo Professional and is editor in chief of the long-established magazine Il Fotografo. He has held workshops and seminars about photography at the Suor Orsola Benincasa University in Naples, the Istituto Italiano di Fotografia and the Contrasto agency. His research interests focus on the theory and practice of the sociology of consumption and of advertising. Working as a contract lecturer, he has been teaching and conducting research since 2005 at the Faculty of Communication Sciences and of Entertainment at the IULM University in Milan. He has been lecturing in photography at the LAO since 2013 and is an associate researcher at the Milan Civic Aquarium.

公司和品牌

经过近三十年的发展,Raffles Group与多家知名企业和品牌建立了合作关系,邀请他们合作参与学校的三年制和硕士课程。学院与这些享有盛名的商业伙伴建立起的深度合作关系有效促进了学界和商界之间的沟通。

阿迪达斯,爱格纳,铂傲,宝诗龙,兄弟,宝格丽,博柏利,C&A,卡地亚,香奈儿,珂洛艾伊,新加坡设计行业总商会,迪赛,迪奥,杜嘉班纳,登喜路,Elle,芬迪, 富士,新加坡家具设计奖,阿玛尼,H&M,亨士,爱马仕,Hogan, 惠普,汇丰集团,宜家,洲际酒店集团,科勒,李尔公司,乐高,香港利丰集团,欧莱雅,路易威登,LVMH,Mahogany,Max Mara,新传媒,麦德龙,Michael Kors,微软,立邦涂料,诺基亚,乌节路商业协会,百事可乐,飞利浦,普拉达,彪马,拉夫劳伦,Redworks,历峰集团,劳力士,盛世长城,巴黎圣罗兰,三星,资生堂,西门子,新加坡家具产业协会,新加坡珠宝协会,索尼影视,渣打银行,Textile & Fash-ion Federation,蒂凡尼,华伦天奴,范思哲,Y&R,圣罗兰

周一会谈

在每个周一晚上6点30分,Raffles Milano会邀请一位设计界的风云人物来学校参加会谈。学生们可以趁此机会与专业人士进行沟通和切磋,听他们讲述自身的经历从而受到启发。这是一个不可多得的机会,与我们的专业课程相辅相成。以下是明年的会谈安排。

入学申请

学生可通过邮件发送入学申请表格(该表格可在学校官方网站下载)来申请入学,或者直接电话联系学校秘书处。学校在收到申请人的所有材料以及自荐信后,会设定一个与教科主任或校长(如有需要)面试的日期。如申请人被认定符合申请条件,他将收到一封正式的入学通知书,到时学生亦可选择接受或拒绝。

申请入学材料:
– 简历
– 艺术和/或专业作品集
– 自荐信
– 学校成绩单
– 课程或研讨会证书
– 英语水平证书
– 意大利或欧盟或欧洲贸易自由联盟区的公民需提供身份证或护照
– 100欧元申请费的付款收据

考生还可以将申请材料发送到电子邮箱:master@rm-modaedesign.it
如需了解更多信息,请填写“信息表”。

费用

如果在7月20号之前进行注册,可享受2000欧的折扣。

学生可在收到学校的官方录取通知书后进行报名注册。所有符合录取条件的学生在正式注册时需支付注册费,年度学费则需在课程开始前交付。
学生可以选择一次性付清年度学费,也可以在付完注册费和第一期学费后把剩余的学费另分两期支付:第二期学费必须在第一学期开始前支付,第三期学费必须在第二学期开始前支付。国际学生只有一个选项:需在支付注册费时同时一次性交清年度学费。

欧盟和欧洲贸易自由联盟区的学生
注册费:3.000欧
年度学费:12.000欧
非欧盟和欧洲贸易自由联盟区的学生
注册费:3.000欧
年度学费:16.000欧
申请费用
想申请入读硕士学位的考生需支付100欧元的申请费。

奖学金

RM每年都会为学生准备多个国际奖学金名额,让更多的意大利和国际人才可以入读硕士课程。奖学金的具体名额会分别在11月份和2月份的硕士课程开始之前,至少提前6个月的时间被公布在学校的官网上面。

咨询信息
申请入学