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Basically, the goals of a broadcast ad are no different than those of a print ad
by Andy Attiliis
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.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.