Art Direction and Production

Art Direction and Production

Chapter 13

Chapter 13: Art Direction 2

Illustration

• The actual drawing, painting, photography, or computer-generated art in the ad

Definition:

Purposes:• Attract attention• Make the brand heroic• Communicate product features or benefits• Create a mood, feeling, or image• Stimulate reading of the body copy• Create the social context for the brand

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Illustration Components

Size

Color

Medium

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Illustration Formats• How the product or brand will appear as part

of the illustration• Formats include

– Emphasizing the social context or meaning of the product– More abstract formats

• Must be consistent with the copy strategy

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Principles of DesignBalance

(Formal)

Formal balance can create a very orderly look and feel.

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Principles of DesignBalance

(Informal)

Informal balance can create desired eye

movement through an ad.

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Principles of DesignProportion

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Principles of DesignOrder

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Principles of DesignUnity

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Principles of DesignEmphasis

Emphasis in an ad will lead the reader to focus on one layout element more than

another

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Layout1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals

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Print Production Processes• Letterpress

• Offset Lithography

• Gravure

• Flexography

• Electronic, laser, inkjet

• Computer Print production

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Typography

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Art Direction and Production in Cyberspace

• Cyberspace is its own medium• At present, it is closer to print than TV• Technology advances make

cyberspace a “moving target”• Ads on new media evolve as

advertisers find out what works.

Art Direction and Production in Television

Advertising

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• TV has changed the face of advertising• TV is about moving visuals• It can leave impressions, set moods,

tell stories• It gets you to notice

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The Creative Team in Television Advertising

• Creative Director (CD)• Art Director (AD)• Copywriter• Account Executive (AE)• Executive Producer• Producer

Agency Participants: Production Company Participants

• Director• Producer• Production Manager• Camera Department• Art Department• Editors

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Creative Guidelines for TV Advertising

• Use an attention-getting opening• Emphasize the visual• Coordinate the audio with the visual• Persuade as well as entertain• Show the product

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Production Process for TV Advertising

• Preproduction– All of the activities that occur prior to

filming the commercial• Production

– Activities that occur during filming• Postproduction

– Activities that occur after filming to ready the commercial

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Preproduction Process for TV Advertising

Selection of location,Selection of location,sets, and castsets, and cast

Creation of aCreation of aproduction timetableproduction timetable

Review of bids from Review of bids from production houses and production houses and

other suppliersother suppliers

Assessment of directors, Assessment of directors, editorial houses, andeditorial houses, and

music suppliersmusic suppliers

Budget approvalBudget approval

Storyboard andStoryboard andscript approvalscript approval

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Production Process:• Filming the commercial, or “the shoot”• The shoot involves large numbers of diverse

people:– Creative performers– Trained technicians– Skilled laborers

• Sets often feature tension and spontaneity• Typical commercial costs $100,000 to $500,000

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Postproduction Process

Review rough cut Review rough cut (advertiser)(advertiser)

Review rough cut Review rough cut (agency)(agency)

Produce search trackProduce search track

Edit filmEdit film

Screen dailiesScreen dailies

Edit offlineEdit offline

Edit onlineEdit online

Prepare copies of tapePrepare copies of tape

Transfer film to videotapeTransfer film to videotape

Mix film and soundMix film and sound

Record musicRecord music

Record announcerRecord announcer

Send tapes to TV stationsSend tapes to TV stations

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TV Production Options

Film

Still Production

Live Production

Videotape

Animation