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creative direction thumbnail
 

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thumbnail doesn't need polish to shine. Because, the indispensable job of this little layout is to express an idea in the simplest of forms. Before adding the kind of embellishment that requires hours of work. Appreciation of such a rough presentation supported only by occasional side note to clarify details, proves that an idea works on merit alone.
Thumbnails are fast and easy to render. This welcome bonus facilitates many concepts to be explored before zeroing in on the perfect solution. Neglecting such a process runs the risk of winning approval for cosmetic appeal instead of great thinking. A quality of thinking that isn't necessarily dependent on finding existing images. Because thumbnails allow thoughts to flow freely, whatever imagery is necessary to provide optimum support to a unique phrase is left completely to one's imagination.
 

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A little thumbnail can deliver big results.

For your next conceptual presentation, try getting thumbnails blown up to fit a tabloid sized sheet. A first-time audience of this presentation approach may be pleasantly suprised by a trio of realizations: (1) It is graphically pleasing to see the jet black hand rendered lines that result from a thumbnail being enlarged about a thousand percent. (2) Rather than being lost in technique, the viewer is either enamoured with an idea or is not. Any possible confusion about merit is completely eliminated. And if an idea is great, the presentee's mind's eye will do a much better job of imagining the outcome than a comp layout ever could. (3) With no time spent on the comping of concepts that might not be approved, there is more budget left to ensure a spectacular finished product. After all, when a client is sure enough to hire creative help on the basis of seeing past work, the ability to deliver professional work should be a given. So under normal circumstances, there are few good reasons to waste resources by taking idea development much past the thumbnail stage.
Finally, for clients who dread buying creative messages because of inexperience, thumbnails are a great education. It is like having a comforting light shine forth, at long last, on the mystery of financing a home. After an experience or two, suddenly we see that there really is leeway in a mortgage rate. Likewise with a thumbnail idea, suddenly we can easily see its great advantage. These little jewels simply won't allow us to get sidetracked by a lot of fluff.
Above is an example of a poster thumbnail that gets the idea across pretty well. Once its concept had been thought through, about three minutes were required to get it down on paper. You can see the finished piece next door in the poster creative direction section of this Web site.

Creative functions:
Co-creative direction, art direction, design  and 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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