Art directing
Out of context: Reply #17
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- Meeklo0
I think an art director needs to understand all mediums of communication, good enough to know how a concept/ message will work through out all stages of branding.
You can art direct people that are 100 times more talented than you on a specific field/medium. You can choose the artists that you think will do the job better, you can make suggestions on how a photograph should be lit, you can tell the fashion stylists how would you like the models to be dressed, you can select what typefaces and tone color should be used on a website, or how it should flow in terms of navigation, you can story board a tv spot for the animators to produce, etc.
You are making sure multiple artists/ designers/ photographers/ animators, etc share a common objective in order to produce a specific piece for a client. You overlook all phases of production, so all the elements on the piece belong together.