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Rendering one style that is similar to someone else's happens all the time.
by Andy Attiliis

But the odds of combining two directions, in the same manner as another illustrator, are almost nil. So, mixed media is a great opportunity to create a look that is truly different.Then why isn't this guaranteed method of stealing the show in a commercial arena seen more often? The primary reasons, in my opinion, are two-fold. First, the creation of a artistically successful mixed media image doesn't happen everyday. Such an oddity is harder to make work, especially in a way that will be immediately acceptable. Secondly, even when it is successful, few advertisers have the commitment to hold tight long enough to realize the inevitable return on their groundbreaking investment.
         It truly is difficult to march to the tune of a different drummer, even when the initial results are positive. One little ripple and we all have a tendency to run for the exits. However, the great thing about communications is that originality really does reap extraordinay rewards so long as the basic message is not compromised. Only the most experienced realize this enough to stick with a very unusual but sound creative strategy.

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.
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