LIFE OF AN ART DIRECTOR

An Art Director is in charge of the visual and communicative experience of a given creative project, which means Art Directors are essential roles in countless fields, such as: Advertising, Publishing, Media, Fashion, Design, etc…

In our daily life, as a creative studio, we manage projects ranging from Windows Display and Props, to Visual Merchandising, Events and Concept Stores; that means completely different tasks sharing one main purpose: every project needs to have its own artistic and aesthetic identity.

So, when does an Art Director step into the creative process?

The first thing he/she is asked to do is to talk directly to the clients in order to understand their needs: what’s the aim of the project? who is the target? do they already have some ideas about the direction they want the project to move? And, most of all, how to represent visually, stylistically and materially all of it?

Starting from this brief, a map of different ideas and concepts are going to be outlined, just to give way to the strongest one.

And if on the one hand the dialogue with clients is fundamental to achieve the best output possible, on the other it is also necessary to be aligned with the rest of the creativity team: designers, graphics, architects and photographers need to have the same signature style.

Once the vision of the client is clarified, it has to be materialized into layouts, structures, setting ups and artworks.

How to reach this stage?

Communication and collaboration are essentials more than ever; as we said, if the Art Director is the one who sets the guidelines of the projects, he or she needs to discuss all the technical and practical aspects with every designated department.

So that’s the case to discuss layouts with architects, artworks with graphics, structures and sets, with visual merchandisers to blend and harmonize the collection or the product is about to be presented, with the environment we decided to create.

For the final step, we go back to the start: the client.

When the project is ready, coordinated in each of its aspects and able to tell the story behind it, all that remains is to present it to the client to be approved or partially modified following the client’s needs.

Curious to see some projects and to read the story they want to tell?

Visit our website and let us know what’s your interpretation of them!