What is an art director? What do they do? Well, that question depends on what industry you are referring.
In the advertising world an art director works with a copywriter to come up with concepts and overall ideas to implement into campaigns, brochures websites and other communication devices. The job of the art director is to come up with the visual product while the copywriter creates the content. An advertising art director usually has a graphic design background so that any concept that is offered can be created and produced.
In video production the art director collaborates with the director (http://www.522productions.com/the-roles-and-hierarchy-of-a-video-production-team) and set designers to communicate a desired mood or message. They are in charge of taking the director’s vision and developing it on to the screen with props, visual effects, locations, costumes, etc. Film art directors possess strong communication skills in order to work collaboratively. They have a background in the arts and usually receive their education at film schools.
At 522 these two industries bleed into one another. That’s because our videos usually accompany a brand or campaign that is being developed or does not exist yet. It is important that the art director can move seamlessly through each industry to be able to represent the identity of the client with consistency. We develop color palettes, moodboards (http://www.522productions.com/the-purpose-of-mood-boards), storyboards, wireframes, websites and production packages that take the brand into consideration. This allows us the ability to make sure the message is being communicated throughout the video but to also create a space for that video to live and has a positive outreach.
It’s not enough today to create a video and upload it to the web and hope for the best. Videos must be accompanied by sound design and content that allows viewers to understand a message. Although art directors are not always used on smaller productions they are instrumental in keeping a brand cohesive across mixed media.