Mihai coliban bbdo art direction is science short

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Transcript of Mihai coliban bbdo art direction is science short

  • The Science of ArtDirectionMihai Coliban. 13.04.2012
  • Art Direction is NOTJUST ART
  • Art Direction is NOTJUST HAVING AN IDEA
  • Art Direction is NOTCOPYWRITING
  • Art Direction is NOTNICE GRAPHICS
  • Art Direction is NOTDONE BY ILLUSTRATORS,CLIENT SERVICE ORCLIENTS
  • Art Direction isSCIENCE
  • THE SCIENCE OF ART DIRECTION01 Why is Art Direction a Science02 Can Anybody be an Art Director?03 The Mechanics of Art Direction04 Art Direction is Hard Work. Case study05 Art Direction in Print/TV/Digital/Outdoor&Ambient/Events06 Q&A
  • 01 Why is ArtDirection aScience
  • 01 Why is Art Direction a ScienceART DIRECTION:The process of designing a certain flowof information (a message), usingmostly visual instruments.
  • 01 Why is Art Direction a ScienceSCIENCE:A system designed to acquire andsystematize theoretical and practicalknowledge of surrounding reality.(one of the many on-line definitions of SCIENCE)
  • 01 Why is Art Direction a ScienceART DIRECTION:The process of designing a certain flowof information (a message), usingmainly visual instruments.Its enough to start counting the technical terms inside thedefinition of ART DIRECTION to logically conclude its aSCIENCE.
  • 01 Why is Art Direction a ScienceART DIRECTION IS SCIENCEIt operates with precise instruments.It works by rules and knowing them is atime consuming process.Even when you break the rules of ArtDirection, you create new rules.
  • 02 CanAnybody be anArt Director?
  • 02 Can Anybody be an Art Director?ART DIRECTOR = SCIENTISTThe same as in SCIENCE, people oftenassume that since ART DIRECTIONrequires certain knowledge of visuallanguage which can only be acquiredthrough specific studies, it can only bepracticed by the INITIATED.
  • 02 Can Anybody be an Art Director?SO, ITS ALL ABOUT GOING TO ARTSCHOOL?Yes because if not, you dont have theinstrumentsAnd no because, the same as inSCIENCE, knowledge is nothing withoutIDEAS = the ability to combineknowledge in unique, unexpected ways.
  • 02 Can Anybody be an Art Director?IDEASThey can come from anywhereART DIRECTIONYou need specific knowledge to doit right
  • 02 Can Anybody be an Art Director?THE IDEAL ART DIRECTOR.According to the previous theory, theprofile of the ideal art director is:> Art college graduate> Miami Ad School (or another school ofadvertising) graduate> Was an intern/worked in networkagencies
  • 02 Can Anybody be an Art Director?EXAMPLE. ALI ALI> American college Cairo> Miami Ad School (Miami, USA)> Internships in Romania, Germany> Worked in network agencies inGermany, Dubai and CairoArt Director/Copywriter/Owner at Elephant, Cairo, also adirector, won several Cannes Lions (1st in 2008, at 33), wasa speaker in Cannes 2011.
  • 02 Can Anybody be an Art Director?EXAMPLE. PAVEL GANIN> Studies film direction at VGIK> Graduated Wordshop> Initially a copywriter> Worked in Russia BBDO, SaatchiLast job in advertising - art director in BBDO Moscow.Now finishing his education as a director.A couple of shortlists in Cannes (in 2010), 25 years old.
  • 02 Can Anybody be an Art Director?OK. WHATS THE POINT OF THIS?Its not a must to be an artist to becomea great art director.But there is a certain way of becoming agreat art director.
  • 02 Can Anybody be an Art Director?OK. WHATS THE POINT OF THIS?The question who is better artdirectors or copywriters is absurdThe art director is the way the iMac,Mac Book, iPhone look and work.The copywriter is the computer inside.
  • 02 Can Anybody be an Art Director?GREAT ARTDIRECTORS HAVETHE BRAINS OF ASCIENTIST
  • 02 Can Anybody be an Art Director? THE VISUAL SENSEOF A MULTIMEDIAGENIUS
  • 02 Can Anybody be an Art Director? THE PRECISION OFA SURGEON
  • 02 Can Anybody be an Art Director? AND MUST BESTUBBORN AS AGOLD DIGGER.
  • 02 Can Anybody be an Art Director?ART DIRECTING ITS LIKE WRITING ASCHOOL BOOKPrecisely ENCODE, using a LIMITEDamount of TOOLS, a huge amount ofSPECIFIC INFORMATION into a piece ofcommunication which has to be READand UNDERSTOOD by a SPECIFIC USERin just ONE WAY.
  • 02 Can Anybody be an Art Director?THATS WHY SOME OF THE BEST ARTDIRECTORS ARE/HAVE BEENCOPYWRITERSCopywriters are used to convert theirthoughts into words, to find logic whereapparently nothing makes sense, to puta meaning behind every piece ofinformation they reveal.
  • 02 Can Anybody be an Art Director?AND THE FUN PART IS THATIf you start digging into wherecopywriters come from, youll discoverpast jobs as medical graduate, lawyer,philosophy teacher, economist,journalist, linguist All analytical minds, who find ideasthrough RESEARCH.
  • PLEASE COUNT THESTORIES IN THEPREVIOUS VISUAL.DO YOU WANT TOBET WHO WROTETHEM?
  • 03 TheMechanics ofArt Direction
  • 03 The Mechanics of Art DirectionWHEN DOES ART DIRECTION APPEARIN THE CREATIVE PROCESS.THE IDEA IS BORN FIRST.And it doesnt matter where it comesfrom, an art director or a copywriter.Were all IDEAS GENERATORS.
  • 03 The Mechanics of Art DirectionWHEN DOES ART DIRECTION APPEARIN THE CREATIVE PROCESS.THEN COMES EXECUTION.What should we show, land or sea? Aherd of whales or an Ocean liner?Maybe a submarineThe Art Directors mind started towork
  • 03 The Mechanics of Art DirectionFINALLY!Idea and execution are clear.NOW IS THE TIME FOR THE ARTDIRECTOR TO DO THE MAGIC.
  • 03 The Mechanics of Art DirectionYES, ITS THAT SPECIFIC.It seems to be a very small role, but itsin fact huge.
  • 03 The Mechanics of Art DirectionHUGE
  • 03 The Mechanics of Art DirectionCOMPOSITIONCOLORSTEXTURESTYPOGRAPHY
  • 03 The Mechanics of Art DirectionCOMPOSITIONStructure, FocusStorytellingDynamics, Hierarchy, Rhythm
  • 03 The Mechanics of Art DirectionCOMPOSITIONStructure, FocusStorytellingDynamics, Hierarchy, Rhythm
  • 03 The Mechanics of Art DirectionCOMPOSITIONStructure, FocusStorytellingDynamics, Hierarchy, Rhythm
  • 03 The Mechanics of Art DirectionCOMPOSITIONCOLORSTEXTURESTYPOGRAPHY
  • 03 The Mechanics of Art DirectionCOMPOSITIONCOLORSTEXTURESTYPOGRAPHY
  • 03 The Mechanics of Art DirectionCOMPOSITIONCOLORSTEXTURESTYPOGRAPHY
  • 04 Art Directionin TV/Digital/Outdoor &Ambient/Events
  • 04 Art Direction in TV/Digital/Outdoor& Ambient/EventsTV
  • 04 Art Direction in TV/Digital/Outdoor& Ambient/EventsDigital
  • 04 Art Direction in TV/Digital/Outdoor& Ambient/EventsOutdoor & Ambient
  • 04 Art Direction in TV/Digital/Outdoor& Ambient/EventsEvents
  • 05 ArtDirection isHard Work.Case study
  • And someconclusions
  • Art Direction evolvescontinuously
  • Art Direction is apopular science
  • As advertising itselfbecame an interfacebetween brands andconsumers