Basics Advertising: Art Direction is a comprehensive look at the role of the art director. It examines the key techniques, approaches and ‘secrets’ involved in the development of creative advertising concepts.
The book provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. It examines the process of visualising and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realise these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
Basics Advertising: Art Direction is rich with insight from leading practitioners, discussing the process of idea generation and the sources of creative inspiration. The text is supported by images of award winning campaigns from around the world and practical exercises providing readers with an opportunity to sharpen their own art direction skills.
The book also includes a section on finding employment as an art director. This covers the process of putting a book together and approaching agencies, and concludes with a useful overview of the support and resources available for students and junior creatives starting their career in advertising.
Key features
An essential introduction to the role of the art director.
Includes practical student exercises and case studies taken from the best of contemporary advertising.
Includes a guide to starting a career as an art director.
