This practice-based course introduces students to the transformations taking place in advertising communication as a result of the evolution of digital media and the development of generative artificial intelligence.

The course examines the main creative and narrative trends in contemporary audiovisual advertising, with particular emphasis on short-form video, transmedia campaigns, branded content, social media communication, and content personalisation. It also provides a critical perspective on the opportunities and limitations of artificial intelligence tools applied to the ideation, production, and editing of audiovisual content.

Through practical projects, students will learn to design audiovisual campaigns, develop scripts and effective prompts, generate images and videos using AI tools, and evaluate the creative, technical, ethical, and legal aspects associated with these emerging forms of audiovisual production. The course promotes an innovative approach to advertising, encouraging experimentation, creativity, and the responsible use of emerging technologies.