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art direction
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logo
magazine
masthead
newsletter
photography
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creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
writing
web

design
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
graphic standards
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logo
magazine
masthead
newsletter
poster
presentation
web

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color
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line
line and color
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mixed
photo montage
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retouching
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writing
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captioned toons
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headline
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ad art direction
 

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t is the look that an art director must find for a creative ad concept to be successful. From all of recorded history, which includes hundreds of reasonably identifieable image styles, an art director must choose the one that will best and most quickly support a headline. At the same time, existing brand recognition must be preserved.
Once the most viable visual direction has been resolved, it must be enthusiastically passed along to all those involved with making the image and design work well together. Such participants could include an illustrator, model, photographer, retoucher, assistant and so on. Then, the final look's ability to communicate will inevitably depend on an art director's ability to continually infuse inspiration and focused productivity into the process.

Position headlines close to the image.

A close relationship between headline and key visual makes for an ad that is quicker to get. Especially when both a long headline and a coupon also need to be accommodated. Experimenting to find the most appealing placement of all is well worth the effort. In addition to optimizing speed of communication, the overall ad design is enhanced as it becomes unique to its own elements. That is, the extra consideration allows an ad to almost design itself. Then, when an ad's individual ingredients have made the best use of available space, the reward is a message that is both functional and visually pleasing.
 

cpbmons.jpgSuch a streamlined approach is bound to minimize distractions thereby increasing comprehension. Since creating empathy with the characters in these ads is key to compelling viewers to read on, framing each individual with the headline helps focus on their dilemmas as much as possible.

Creative functions:
Art direction and design*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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