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Learn how to increase the visual recognition of your brand in 2 days.
Few graphic identities average more than 10% of their full potential. This solution by Andy Attiliis is called the Creative Process For Communications For Branding For The Rest Of Us. In a comprehensive steb-by-step manner Andy shows how to efficiently propel your messages above and beyond.
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ad creative direction
 

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hat must creative directors do to keep a captive audience captive throughout an entire ad message? For starters, they need to digest the market research. Whether it be a formal study or a client's own insights, understanding this information is vital to a good solution. Now's the time to ask questions and listen well to make sure the right audience and marketing strategy are identified and agreed upon before beginning.
Then comes concept development. A golden opportunity to captivate an audience with the first word and image combination, better known as the headline and key visual. Here, a creative director(CD) makes an inspired presentation to the entire creative team. In an ad agency, that could be two to four folks. In other situations the CD acts alone or with a writer, or an art director. In any case, the goal is a concept that is extremely creative and precisely targeted because a great idea results in willingness to read more. Once their is agreement that the chosen concept will win the audience's attention, it's time to perfect the entire message.
Now, all of a CD's writing, design and production experience will be needed to oversee each aspect of the ad's execution. Every phrase must be finely tuned,  every visual aspect must be focused and  every facet of the finished art must be polished. Because great conceptual starts promise high levels of communication throughout. And well kept creative promises move large numbers of people to pay more than just attention.
 

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The best creative concept imagineable is often the plain truth.

If the product to be advertised is truly extraordinary it makes little sense to beat around the bush. In this case, Timothy Conover had the credentials and work experience that made him the leader in his particular sector of the market with little qualification necessary.
Once he and I had settled on the headline message, only a key visual was needed for support. Since Tim's identity was already established in the logo, the tools of his trade were used as a focal point to help the headline pull readers into the ad's copy.

Creative functions:
Creative direction, art direction, design and headline 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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