How to Art Direct great ideas
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Transcript of How to Art Direct great ideas
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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youtube.com/watch?v=BHvGEJtcvrM
“Decide what you want to do, and do it”
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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Find you own creative process
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This is awesome This is tricky This is shit I’m shit This might be okay This is awesome
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Be a creative sponge
Never stop
feeding your mind
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Look beyond your screens
for inspiration and ideas
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Look up for
inspiration
This old sign is still live
today on Sydney’s busiest
shopping mall.
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Look
inside for
inspiration
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www. creativity-online.com
www.adsoftheworld.com/
www.directnewideas.com
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Inspiration is all around you
Write your ideas
down. Sketch,
snap & scan
them.
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Always have the product on your desk
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Taste Touch See Smell Hear
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Ever wondered why
artists have so many different brushes?
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Free your thinking.
If you get stuck,,
swap pens and the
ideas will soon flow.
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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S i m p l e i s a l w a y s b e s t
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S i m p l e i s a l w a y s b e s t
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Never fear white space
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oagworld.com/design/why-whitespace-m
atters/
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If the idea has
an unreal twist,
use illustration
to help bring it
to life
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Reflect your ideas
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Is there an idea in the logo?
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Or on the
bottle?
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Visualise the benefit
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A quick and easy way to grab attention
Flip the image
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Maintain eye contact
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Sharbat Gula was the subject of Steve McCurry's "Afghan Girl."
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Select your shots carefully
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Alberto KordaHavana 5 March 1960
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And crop
with care
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Alberto Korda - Havana
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Avoid visual cliches or your ideas will fail
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Complete kit
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The exception
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Versatility
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The exception
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Family
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The exception
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20 more visual cliches to avoid
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Opposites always attract attention
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Helvetica
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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Designing by the rule of thirds
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designmodo.com/rule-thir
ds-grid-outline/e
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Grids are good
The Golden Section and the theory of composition
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1505
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2015
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Know when to stop.
Mr. Robert Waters High School Art Teacher
“If it looks right. It is right.”
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Try another view
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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Love and
understand
type
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Love and
understand
type
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Love and
understand
type
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www.dafont.com
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Ideas in visual type
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Don’t annoy your Copywriter (or t
he reader)
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If your poor design reduces readability, then expect the worst to happen.
If your poor design reduces readability, then expect the worst to happen.
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www.stcsig.org/mgt/docs/readabilit
y-kiss.pdf
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When to let the headline do the talking
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h#ps://www.youtube.com/watch?v=wnZr0wiG1Hg
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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The Art
Director’s
secret weapon
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desire
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motion
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emotion
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Art Directing ideas in living colour
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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Take
the time
to learn
origami
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www.adsoftheworld.com/media/
dm/cocacola_fm_magazine_ampl
ifier
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How art direction
can be the idea
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David Bell - Executive Creative Director MercerBell
ART DIRECTING IDEAS
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The 10 things Art Directors should show Don
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1. Be on time Be prepared, be enthusiastic,
be positive and be yourself. AND visit Don’s site and have
three questions to ask him about the job and his agency.
2. First impressions Begin with a great idea
and end with an even better one.
3. Turn good ideas, into great campaigns
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4. Be brutal Edit your work. Three great ideas, always beats thirty three average ones.
5. Variety Show a variety of work across multiple channels, products and brands
- Charity vs FMCGs (Fast Moving Consumer Goods)
- Social vs OOH (Out Of Home)
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6. PresentationRemember you’re an Art Director, so presentation is extremely important
Portfolio vs Laptop vs iPad? (Don was a copywriter, so always consider your audience carefully)
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7. Flexible Adapt your book for your audience and rehearse each presentation.
8. Craft Show at least one fully Art Directed campaign.
9. Creativity Talk about your creative interests outside of advertising.
10. Advice Listen carefully to all the feedback and act on the advice that feels right for you.
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David Bell - Executive Creative Director MercerBell
QUESTIONS