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Concept
Art director
Summary
Art director is the title for a variety of similar job functions in theater, advertising, marketing, publishing, fashion, film and television, the Internet, and video games.
It is the charge of a sole art director to supervise and unify the vision of an artistic production. In particular, they are in charge of its overall visual appearance and how it communicates visually, stimulates moods, contrasts features, and psychologically appeals to a target audience. The art director makes decisions about visual elements, what artistic style(s) to use, and when to use motion.
One of the biggest challenges art directors face is translating desired moods, messages, concepts, and underdeveloped ideas into imagery. In the brainstorming process, art directors, colleagues and clients explore ways the finished piece or scene could look. At times, the art director is responsible for solidifying the vision of the collective imagination while resolving conflicting agendas and inconsistencies between contributors' ideas.
Despite the title, an advertising art director is not necessarily the head of an art department. In modern advertising practice, an art director typically works with a copywriter as a creative team. In advertising, an art director makes sure the client's message is conveyed to their desired audience. They are responsible for the advertising's visual aspects, while working with other team members such as the graphic designer. They work together to devise an overall concept (also known as the "creative" or "big idea") for the commercial, mailer, brochure, or other advertisements. The copywriter is responsible for the textual content, and the art director for the visual aspects. But the art director may come up with the headline or other copy, and the copywriter may suggest a visual or aesthetic approach. Each usually welcomes suggestions and constructive criticism from the other, as such collaboration often improves the work.
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