What Is Art Direction?
So what's the difference between 'art direction' and 'marketing'?
MARKETING: The car is so comfortable, so roomy, so luxurious, it feels like an extension of your home.
ART DIRECTION: Commercial showing people in their comfortably appointed living room. The landscape outside their window is moving. How can the land move? It's surreal, dream-like, oddly seductive. Beauty shots of family members reacting to the moving landscape continue. The woman in the family puts her hand to the window. Reverse angle, match-dissolve: the camera pulls back to show that the window she's touching is the window of a car in which she's riding. The viewer "gets" the marketing idea ("the car is as comfortable as your home") without being TOLD the idea.
A great article.
MARKETING: The car is so comfortable, so roomy, so luxurious, it feels like an extension of your home.
ART DIRECTION: Commercial showing people in their comfortably appointed living room. The landscape outside their window is moving. How can the land move? It's surreal, dream-like, oddly seductive. Beauty shots of family members reacting to the moving landscape continue. The woman in the family puts her hand to the window. Reverse angle, match-dissolve: the camera pulls back to show that the window she's touching is the window of a car in which she's riding. The viewer "gets" the marketing idea ("the car is as comfortable as your home") without being TOLD the idea.
A great article.
4 Comments:
sounds like art direction is a bunch of BS. Doesn't the director just say "you're in the car, you're loving it...now ACT"
My best friend is an art director...it IS a load of BS! :)
Um, of course it's BS. But wait, the finance industry, retail, advertising ... Do I really need to spell it out?
As a wise man once told me, "Shawn, you're in the smoke & mirrors business. Have fun with this while it lasts."
Wow Gross, look at all the attention you're getting over here.
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