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art direction |
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ad
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sample
How to stand out in the crowd.
When an ad will appear on a newspaper spread with three to six other black and white ads, one most important visual goal is to get noticed first. Art direction for this ad was based on the premise that a simple approach would work best in such a crowd. To add unnecessary tint blocks, borders and other decorations would distract from the three message delivery devices which are headline, key visual and copy. It's always better to let accessorizing slow down the competition.
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 Predesign thinking went something like this: (1) Avoid dark backgrounds and reversed out type because they make an ad harder to read than black type on white. Instead, let other dark ads frame our ad to make it seem even brighter. Allow enough air to invite readership. (2) Go for the biggest, most readable headline possible. With only three words to get things going, this message in a big legible typeface is likely to be the first headline read on its spread. (3) On the combination newspaper and shopping bag image make sure that both the paper's name and a Washington, D.C. landmark are recognizeable.
Creative functions:
Art direction, co-creative direction, design and writing*
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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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