Art director in advertising?
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- omahadesigns
When you see credits for TV ads (TV shows too), it usually mentions account leads, the film director and "art directors" among others.
What does an art director do in commercials or on TV? Surely, there isn't much "designing" to do, but are they responsible for set direction and mood? Do they work with the actual directors or set designers?
I understand what directors do and set directors do, but as a traditional designer myself, I can't understand where an "art director" comes in and what "creative people" at agencies actually do when it comes to making a commercial.
- SigDesign0
One example of what an Art Director might do (varies by agency sometimes) is create storyboards and shot lists. It's usually the director's goal to bring the Art Director's vision to life. So, yes, they're responsible for setting the overall visual direction.
- omahadesigns0
^ thanks. That makes it seem like the Art Director has has the most important job then. If Wes Anderson or some other artsy director makes a commercial, do they take more control of art direction?
- 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.
- omahadesigns0
^ thanks. In the first paragraph after all those people are done creating the concept, look, words and direction, they still need to hire a separate agency to create the ad? Or by "agency" do you mean director / directors rep agency?
- nikdaum0
Generally, unless the the budget is unreasonably small, a director and his associated production company, editor, and post production company are hired by the ad agency/client for a TV ad. Sometimes photo and video shoots can happen in house, but this is rare.
- Thanks so much for the well written description. Makes total sense.omahadesigns
- inteliboy0
Works completely different here in aus then what you guys are saying.
Art Director in agency is what we all know and said here.
Art Director in the actual TVC production works is a completely different thing. They work with the Director/Production Company in creating a look to the spot -- say props, backgrounds, practical effects and even costume in many cases, all of which can then be delegated to people in those areas. If it's a big job, often they'll also be chatting a lot with the DP. This is then all put together and discussed in a pre-production meeting with the Agency creatives, agency Art Director and client... confusing as two people from each side with the same job title.