Art director in advertising?
Out of context: Reply #3
- Started
- Last post
- 6 Responses
- nikdaum0
Regarding art direction for advertising only, the art director (AD) often is regarded as half responsible for what the actual idea of the ad is too. He often works in a team with a copywriter, and together they create and idea that is presented and refined by a whole shitload of people such as creative directors and the marketing people/CEO/anyone at the company that hires the agency to create and ad.
The actual production part of an ad is often the shortest part of a long and often frustrating creative process. When it comes to production, the AD helps choose the director or photographer, discusses details of the shoot such as the shots, casting, and sets. It is a collaborative process at this point, but the director often puts a lot of his tastes into the project. This is especially true for more famous directors, as they bring in their own recommendations for the camera man, sets production, etc.
Once these details are determined, the AD basically sits around at the shoot and makes sure things are executed (by others) to his tastes and the needs of the client. There is a lot of free food and sitting involved.
Similar for the edit. Often times the director and agency will have different edits, as the agency has to accommodate a lot of weird and frustrating requests from the client during the edit. And since the client is the person ACTUALLY PAYING FOR IT ALL, they get final cut anyway. Or at least the cut they want to air on TV/online.