Can someone here please explain the role that an Art Director should play during a project. I’ve been partnered with many over the past few years, and apart from providing some Google image search references and OKing style frames and drafts, I seem to be driving a lot of the creative. Maybe I’m not working with them correctly and taking more of the reins than I should during preproduction?

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If you’re asking what the role of an Art Director is for a project that involves a Motion Graphics Designer, typically it should go like this:

Preproduction

1. The AD comes up with the concept
2. The AD establishes the look and feel using imagery to create a mood board
3. The AD creates the rough storyboard
4. The AD presents the idea internally, which the motion graphics designer should be included in, so they can discuss what is and what’s not doable or in scope
5. The AD presents the idea to client


Production

6. Once concept is approved, the AD needs to brief in the motion graphics designer about the project and how they want it to come to life
7. The motion graphics designer creates the assets while the art director is there every step of the way to tweak and revise until they have what they want

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This is a genuine question so I can answer you better. By mean driving the creative do you think the whole idea presented to the client is your? Or do you have to come up with visuals/morion style by yourself?

Depends what type of biz you’re in too. Concept wise in advertising is either from an art director / copywriter duo and more often in tv spots the words/copy are determining the visuals. Motion graphics designer brings to life said vision from the team

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