Bernard Arce
Teaches Creative Direction, Narrative & AI
Creative director, art director, photographer and educator specialized in visual narrative and strategic thinking applied to creativity and communication. After beginning his career in advertising, he shifted his practice toward the intersection of design, visual culture and technology. He researches the role of AI applied to art direction and develops pedagogical methodologies to train judgement, voice and positioning within the context of communication and design.
His work combines creative direction, art direction, narrative research and technological experimentation. He develops projects with brands, institutions and educational contexts, exploring new forms of communication in environments of visual overproduction.
“The purpose of the creative process is not to produce more, but to learn to identify value and transform meaning. Creative direction today involves training judgement, building a point of view and making the most of technology.”
