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367 Marketing Ideas & Tactics for Your Business
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creative direction
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broadcast art direction
 

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asically, the goals of a broadcast ad are no different than those of a print ad. Most important is the need to deliver a client's message quickly and clearly. Concept development, style, technique, lighting and design are the art directorial functions that can make any ad memorable. It's the addition of sound, movement and the necessity for them to relate well to each other that makes a tv spot more complex because there's more to do of everything.
However, not so complex as might be imagined because there are logical parallels that help simplify the process. Instead of a thumbnail to develop the concept, a storyboard does the same job while also defining the key scenes. Like in a print ad, there are props to find and talent of all kinds to cast and hire. Much more talent than is usually needed for a print ad, but their are many more people involved to help. Then there's all that film and tape, maybe eight hours worth for a 30 second spot. Here's where an art director thinks "editing room" instead of " retouch" artist.
After all is said and done, the main difference between print and tv is that there are more details for the art director to direct. Every sight, sound and nuance must be fine tuned until an entire half minute works beautifully without jeopardizing a nanosecond of message.

sample

Choose a creative approach that best suits the nature of your tv message.

There are six singularly important messages that need to be delivered in this 30 second spot. That's a lot, so it was important to find a device that would separate and clarify each point in a space of its own. In other words, come up with a concept that would make the complexity of this offering easier to understand.
Custom carved and illustrated building blocks do the job well. Each clearly defines a unique benefit . Our model stacks them so that all the images can be seen together. Then some sensitive camera work rotates the stack to reveal a carved HMO card, which dissolves into the real thing.
As art director, my part of the process included: (1) Storyboard the visuals for best look and clearest relationship to the copy and music within a given time frame. (2) Supervise camera angles and cropping for most appropriate impact. (3) Gather and manage the preparation of all things to be seen in the commercial. Such as these perfect hands and handcrafted blocks.
 


 

The announcer voice over (with music under) goes like this: Just what does your present health insurance do for you? Does it help you find doctors? Does it provide personal, quality health care? Does it pay for doctor visits, pregnancy and pediatric care? And unlimited hospitalization? If not, there is an alternative- Health Maintenance Organizations. HMOs offer all these benefits... and more. Ask about HMOs at work or write for a free brochure.

Creative functions:
Art direction, design and storyboard illustration*

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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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