Milano The School of Design

In an increasingly fluid and interconnected communication landscape, the role of the Art Director can no longer be limited to the aesthetic management of a project. It now demands strategy, narrative skills, digital expertise, and a strong social awareness. These are the foundations of the Master in Digital Art Direction at Istituto Marangoni Milano Design – a program designed to train professionals ready to take on the real-world challenges of the creative industry.

The journey of Davide Lazzoni, a young creative with a background in Communication and Visual Design, perfectly embodies the kind of education this course offers: multidisciplinary, hands-on, and future-oriented. After an initial focus on craft-based design, Davide felt the need to dive deeper into the strategic and narrative aspects of visual communication. “I wanted to go beyond the purely technical side of design and explore its narrative dimension,” he explains. “Art Direction allowed me to do just that – putting not only the how but especially the why of a project at the center.”

A learning method based on practice and dialogue

The Master in Art Direction stands out for its practical, immersive approach, fully aligned with professional dynamics. Courses are taught by industry professionals, who bring real-world insights and tools into the classroom. Students work on actual briefs, develop full concepts for real clients, participate in cross-disciplinary projects, and complete a mandatory 250-hour internship.

For Davide, this method made all the difference: “The hands-on activities, the constant interaction with real clients, and the direct mentorship from professionals helped me grow a lot. You immediately realize you’re not working on exercises — you’re tackling real challenges.”

Among the most meaningful projects, he recalls his collaboration with Trussardi Casa, as well as labs focused on branding and innovative concepts: “Working with real clients is exciting. It’s the moment where theory meets reality — and you start thinking like a true professional.”

Ethics, accessibility, and responsible design

One of the most distinctive aspects of Davide’s journey is his deep commitment to accessibility and inclusion, themes that have become central to both his personal vision and thesis project. One example is Bloom, a concept presented at the international D&AD New Blood Awards, aimed at supporting people with Down syndrome.

This experience strengthened his belief that design must be an inclusive tool, able to communicate effectively with the widest possible audience. “As a person with a disability, I believe every project should be accessible. Even a detail as small as a font size can become a barrier. Good communication should never leave anyone behind.”

This philosophy now drives his research, which focuses on the relationship between visual identity and accessibility, in light of recent European regulations on digital design. “Ethics in communication is essential. Brands carry great responsibility when it comes to making their messages clear, usable, and not just visually appealing.”

Technology and storytelling: a broad creative vision

The Master also tackles the major shifts happening in digital creativity, including the integration of generative AI tools, augmented reality, and data-driven design. These technologies are taught as functional supports for storytelling, never detached from brand coherence.

Davide explored GenAI tools in depth, fascinated by their potential but also aware of their limits: “AI is a powerful tool, but it must be used responsibly. It doesn’t replace creative thinking — it amplifies it. You need conscious direction, a clear method, and structure. That’s exactly what the Master taught me.”

A solid and conscious professional identity

Today, Davide is completing his internship within a creative agency network, where he continues to apply and refine the skills acquired during the Master. His view of Art Direction has evolved — now more mindful, structured, and empathetic: “I don’t think a designer should impose their personality on a project. Our job is to express the client’s identity, not ours. Creativity can emerge through process and storytelling — but always with respect for the brand.”

Although he doesn’t yet have a long-term plan, Davide knows exactly what matters most right now: to keep learning in the field, collaborate with diverse teams, and expand his creative vision. “Istituto Marangoni Milano Design, given me the tools, the opportunities, and the right connections. Now it’s up to me to make the most of them — to keep growing and contribute to a more responsible, accessible, and meaningful communication landscape.”

Discover the Master in Digital Art Direction