Art direction is the management of creative processes that produce visual outputs such as publications, media, environments, communications and symbols. For example, magazine covers, movie sets, video games, advertising and visual branding may all require the work of an art director. The following are common elements of art direction.
Creative VisionCreating a big idea that serves as the vision for a visual work. This may include an overall style, attitude, message, approach, mood and theme.Crafting works to resonate with a target audience. This potentially involves market research.
Client RelationshipsMaintaining client relationships, pitching a creative vision and achieving acceptance of final work products.
An art director often has creative control of visual outputs and needs to make regular decisions.In some cases, an art director manages a creative team and is responsible for things such as goal setting, performance management, productivity and influencing on behalf of the team.
Establishing a creative team culture.Project management related work such as developing estimates, schedules, budgets, project plans and managing project execution.
Stakeholder ManagementProjects may have multiple stakeholders who make competing demands. An art director manages expectations and influences to achieve objectives.
Creative PartnersAn art director may manage relationships with a large number of creative partners such as artists, photographers, film crews and copywriters.
Art & DesignThe implementation of a creative work such as layout and composition.
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