What Does an Assistant Art Director Do?

Art director originally refers to the person responsible for the set design in the film. It is often called "PRODUCTION DESIGNER" recently. It is responsible for coordinating the work of lighting, photography, special effects, clothing, props, and editing the overall visual style.

art director

In a creative group, the person who directs the work of other artists (Art) is the art director. In short, the art director directs the message conveyed by an advertisement and in what way. If the text is like a human voice in an advertisement, then the art part is like the shape and body language. Creating an advertisement that can impress consumers is not easy. Art directors need to receive professional training, accumulate experience, and A keen insight into art and design.

The information conveyed by some advertisements is very strong in itself. A simple visual image plus the company's expression is enough to express it. In fact, there are many famous advertisements that come from a good visual idea. On the other hand, many advertisements only It needs to be expressed in words, without the help of visual images, and the balance of the form, design, color, layout and arrangement of these words will affect the visual effect of the advertisement.

Therefore, it is the job of art directors to think of ideas and implement them. Usually, art directors and creative directors work together to think of creative ideas. When the ideas are basically formed, the copywriting will write the title and other needs. The content of the expression, and the art director will present the creative ideas visually.

But this is not enough. The art director should also understand the customers' business problems and provide positive solutions, such as "We want more people to know the refrigerators we produce", "We want to sell more wine", Or "We expect more people to participate in our competitions" and so on. Art directors need to not only clearly understand the strategies behind advertising campaigns, but also provide effective countermeasures.

An excellent art director is also a good salesman. He has good proposal skills and can clearly and reasonably explain his creative ideas to customers. At the same time, the art director should also be an excellent manager. He must be able to manage Well himself, arrange the time, handle the work and manage his team. He should clearly know how long it takes to think of a creative idea, make a design draft or a storyboard, and he also needs to control Other people's time-such as designer, illustrator or 3D designer.

A good art director must be ahead of time. He (or she) must know what is popular, what is out of date, what consumers are thinking, what they like, and what is important to them. He should be wise Read extensively and feel the changes that are happening around you, even watching movies is part of their job.

Finally, art directorship work is probably one of the most interesting jobs in the world.Although the road to success is long and difficult, when your creative work is loved by the public, helping customers successfully sell products and winning awards in advertising competitions, you will I realized that the pride and joy that came with it were irreplaceable.

Advertising companies are usually divided into Creative, Account Servicing, and Media. The creative department is responsible for conceiving and executing advertising ideas. The key figures are the Executive Creative Director (ECD), which will be divided into several groups depending on manpower. Each group is led by one or two creative directors (CD) or associate creative directors (ACD), one of whom is a copywriter and the other One is of fine arts origin, but many also have dual roles. In addition to conceiving advertisements, he is also responsible for guiding and training subordinates. There are different groups under the Creative Director, and each group consists of a copywriter (CW) and an art director (AD). Basically, the two will conceive the advertisement together. Because the execution of art directors is generally more complicated, most of them have an assistant art director (AAD) to assist them. Experienced copywriters and art directors will be promoted to SCW and SAD, but the work will be the same as before.

The creative department also includes 4 small departments: TV Production, Print Production, Studio, and Traffic Planning. The TV production department has a Producer who is responsible for coordinating TV commercials, but in fact, the advertising production is the responsibility of the advertising production company. The print production department has a print production manager (Print Production Manager), which is mainly responsible for following up print advertising. The studio has positions such as Visualizer, Computer Visualizer, and Artist. The Graphic Coordinator is responsible for overall graphic production. The main task of the customer service department is to liaise with customers and develop creative directions. The key person is the account executive (DCS), which is divided into different account directors (AD), associate account directors (AAD), account managers (AM) and account directors (AE) according to different customers. The media department mainly recommends suitable advertising media (such as television, newspapers, magazines, posters, direct sales, etc.) for customers, and strives for the most reasonable fees for customers and the media. The key figures are Media Director, Media Supervisor and Media Planner. In fact, there is no strict difference between creative directors and design directors. Generally, large-scale advertising companies (4A) level are called creative directors. They are responsible for the style grasp and positioning of the entire product. Under his leadership, there are also deputy directors and fine arts. guide.

An ordinary small company is only in a small area such as graphic design. We call him creative director, and design director can do it. In fact, he is equivalent to art director!