Branding, Design and
Illustration Services.
In addition, Attiliis authors and teaches The Creative Process For Communications For Branding For The Rest Of Us.
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Marketing with ISFB's
Mary Gillen.
May 13-14, Alex, VA
Learn over 248 tips and techniques in this 2-day intensive, hands-on seminar.
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photography creative direction
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o suggest changing a brand's photographic style would require great justification. After all, such diversion from the established creative direction is bound to interrupt existing momentum. To do so for no good reason translates into devaluing the client's investment in a look the audience already knows. Readers won't be able to connect with the unfamiliar photographic approach as quickly as they did before. Instead, time and attention should be devoted to defining content that will best support the current product or service within the style boundaries that are already working well.
On the other hand, when a creative director works for a new organization with little or no communicative history, determining style becomes a top priority. Now the job includes settling on a style of photography that best accommodates both present and future needs. Here, the creative director should prepare a brief rationale about the chosen direction to help keep everyone involved with current and future projects as informed as possible.
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Allow a project's boundaries to enhance
creative direction.
Pay close attention to the client's needs and limitations. If perceived as positive influences, they can spark creative direction that is both unique and effective. So long as the message can be kept in sharp focus, experienced creatives should be able to nurture exciting and communicative upsides from not so promising downsides.
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 To photograph images for this twelve page brochure, the budget allowed for concept tissues and twelve hours of shooting time. While that covered both the photographer and the art director, there was no surplus for professional models. Another problem was that most of the photos needed would be taken of a facility that is over fifty years old and of interns who could not be scheduled at a specific time because they are constantly on the run.
To me, this situation indicated that some specific creative directions needed to be defined. Larger images should be muted somehow to promote concept rather than detail. Distortion lenses could be used to modernize the building's look. Also, an illustrative posterized effect on a small portion of some photos could further a contemporary look while providing background for testimonials.
So, when faced with seemingly inadequate resources or other limitations, know that considered creative direction can produce worthwhile results. That by learning to appreciate unusual parameters they can actually work in our favor. In willing hands, deficiencies can actually inspire wonderfully thoughtful solutions that would never have been contemplated otherwise.
Creative functions:
Creative direction, art direction, photo montage 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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