Digital media art, an interdisciplinary subject, provides core support for the development of the cultural and creative industry. The unique positioning of vocational undergraduate education puts forward new talent training requirements for the digital media art major. Starting from the school-running orientation of vocational undergraduate education, this paper analyzes the innovative significance of the specialty setting and talent training mode of this major, and puts forward innovative strategies from multiple dimensions. The aim is to strengthen the connection between specialty setting and industrial demand, improve the adaptability of the talent training mode to professional posts, so that the cultivated talents can better meet social needs — growing into compound talents with digital technology application ability and artistic creative design ability. This not only promotes the high-quality development of the cultural and creative industry, but also enriches the school-running ideas of such vocational undergraduate institutions.